NEW YORK ( TheStreet) -- Starz (STRZA) is betting big on original programming, primarily because it has no choice.

After falling short of second-quarter expectations, earning 59 cents a share compared to the 65 cents a share analyst estimate, Starz CEO Chris Albrecht told investors that new, original programming will become increasingly important for the company. Starz relies on cable and telecom companies to advertise its service. Offering shows that consumers are drawn to would compel them to ramp up their efforts, Albrecht said.