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Summary:

HBO has announced that it is finally going to start offering its content online (in a somewhat meaningful way) through its new HBO on Broadband service. But the initiative seems so unnecessarily complicated that one has to one wonder if HBO gets a sick thrill out […]

HBO has announced that it is finally going to start offering its content online (in a somewhat meaningful way) through its new HBO on Broadband service. But the initiative seems so unnecessarily complicated that one has to one wonder if HBO gets a sick thrill out of frustrating its customers.

Here are the basics:

  • The service is in the testing phase, and will only be available in Green Bay and Milwaukee, Wisc.
  • To subscribe, you must already have HBO and you must be a Time Warner Cable subscriber (Time Warner Cable, don’t forget, is considering charging for broadband based on usage).
  • HBO on Broadband requires a separate (PC only) download.
  • You can download movies or HBO TV shows to your hard drive, but they expire after four weeks.
  • About six episodes of a TV show will be available at a time. Additionally, each month, all of the episodes of one series will be shown.
  • The service won’t feature HD content.

HBO is in a tough position. Its entire business is based on aging media models, such as offering exclusive content and making people pay for its programming. But as Liz pointed out in an earlier essay, we are approaching the end of exclusivity. And at a recent CES panel, entertainment execs said they’re looking to dump paid downloads in favor of ad-supported streaming because “people online want to watch for free.”

Additionally, the parsing out of content works a lot like HBO’s On Demand service, which is simultaneously kinda cool and kinda sucky. It’s obviously nice because you could watch the entire series of Rome without ever leaving your couch. But the method by which they parse out content is aggravating. To ensure that you keep your subscription, HBO dribbles out content slowly and somewhat randomly. Shows like Curb Your Enthusiasm and Real Time with Bill Maher are in constant rotation, but I’ve never seen a single season of Deadwood be offered.

Rather than muddle matters with an assortment of constantly changing schedules, HBO should just focus on its original content (after all, the movies are old and will be available through numerous other outlets, like iTunes and Unbox). Meanwhile, offer every HBO TV series — and every episode — for online rental. Or syndicate it to Hulu. HBO shows are already sanitized and shown elsewhere on old teevee with ad support, so why not do the same thing online?

Finally, HBO should turn its site into something more meaningful than just a boring rundown of what’s available, with the occasional cast and crew interview. HBO fans are passionate. Tap into that and empower them to create content.

HBO says this broadband plan is just laying the groundwork for the future, but I’m not sure it realizes that the future is already here.

  1. [...] la teoría es buena, en NeeTeeVee creen que la práctica no lo es tanto. En primer lugar arroja un dato significativo: sólo los suscriptores pueden acceder a HBO on [...]

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  2. Richard O'Brien Monday, January 21, 2008

    Couldn’t agree more Chris, they should focus on what they do best… Original content… and with what iTunes and co are doing, just wait for the right distribution model to arrive.

    And what a complicated content delivery model at that! Who honestly would think a model with that many conditions could work. Users crave simplicity, and wont settle for anything less. hence the rise of apple and itunes.

    With the great shows and the huge fan base that HBO you would think that of all the networks HBO is best placed to take their time.

    Good article, and i’m loving newteevee guys. great site. :)

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  3. I agree with you. It’s hard to keep straight what the heck HBO is trying to do with this. There are also so many different broadband strategies from premium nets — you have to wonder which one will win. Probably the simplest one…
    Daisy Whitney at TVWeek

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  4. Milwaukee and Green Bay? Why do cheeseheads (and I use that term in all affection) get HBO online and not San Franciscans? Oh, right, I live in a Comcast monopoly zone.

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  5. anonymous because i work at HBO Tuesday, January 22, 2008

    you’re right. it’s backwards. HBO.com is a graveyard of boredom (this infers that it is a site so boring that not only does it have boredom, but dead boredom)

    The environment here has zero grasp for anything creative online. It swims in the liquid gold of its subscription based, old teevee platform, that it never stops to see the potential in finding other pools to swim in, too.

    Silly analogies aside, we need to understand that the “Home” in “Home Box Office” only applies to the living room where the television is, and sadly, will need the awakened zest of a born-again christian to get out of its myopic old teevee funk.

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  6. What a limited, narrow-minded offering. For a network with such forward-thinking entertainment, it’s distribution model seems pretty backwards.

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  7. I too fall in the less-than-impressed category, but hey, it’s a test in a small market, let’s cut them some slack. Maybe they’ll realize the plan is lackluster and improve it before they roll it out to any of the cities NewTeeVee’s readership tends to live in.

    The big issue is that HBO gets a hefty monthly check from the cable operators for 6+ channels of HBO plus HBO On Demand. It will be hard for them to navigate a path that leads to a truly compelling broadband offering that doesn’t wreck their relationship with the MSOs and thus kill the cash cow.

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  8. [...] only is HBO late to the online video game, they still doesn’t get it. Chris Albrecht is baffled by their new HBO on Broadband service. * The service is in the testing phase, and will only be [...]

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  9. [...] new venture avoid the online mistakes made by other pay networks? HBO’s strategy has been haphazard, and Showtime primarily uses the web for promotion. What is the venture’s vision for keeping [...]

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  10. [...] and HBO only offer library content through services such as iTunes. HBO was experimenting with its own broadband offering, but that was a confusing mess. When will premium channels offer a subscription-based online option [...]

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