The "New York Post" reports that Cinemax is in the midst of re-branding itself.

The network is launching some ORIGINAL content, including a new action show called "Strike Back" and another action series based on the "Transporter" movie franchise. More original shows may follow.

They're trying to kind of expand beyond their "Skinemax" reputation . . . But rest assured, they're NOT straying from the naughty, softcore late-night content that earned them that nickname. That stuff isn't going anywhere.

This "re-branding" effort serves another purpose, though.

Cinemax wants to look for ways to beef up their content . . . since people are watching movies through Netflix and other on-demand services, and don't depend on pay-cable for movies nearly as much anymore.

New York Post