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Summary:

Apple will reportedly announce a deal to sell HBO shows next week, according to Portfolio. If true, the move would be a big win for the iTunes store and Apple TV and would finally make HBO content available online in a meaningful way. Reportedly, the HBO […]

Apple will reportedly announce a deal to sell HBO shows next week, according to Portfolio. If true, the move would be a big win for the iTunes store and Apple TV and would finally make HBO content available online in a meaningful way.

Reportedly, the HBO deal would also be the first time Apple has agreed to flexible pricing for content. Whether this means Apple will charge consumers more than $1.99 per show or just absorb the higher cost it would pay to HBO is unknown. But flexible pricing is what drove NBC shows off iTunes last year.

For its part, HBO needs a digital strategy. ThisJustIn, its attempt at a comedy site, flopped. It is testing an overly complicated broadband delivery mechanism in Wisconsin. And it offered up free episodes of In Treatment only as a means of propping up the struggling show.

The availability of cool content from HBO would also be a boon to Apple TV, providing buyers with access to content they could not get without a monthly subscription to HBO. But if Apple is going to be flexible with content pricing for HBO, will this open the door to flex pricing for other content, something record labels and networks like NBC have been demanding?

Though specific shows weren’t reported in the Portfolio piece, presumably hits like Sex and the City and The Sopranos would be part of the offering. The timing of the announcement would make sense as way to promote the Sex and the City movie opening May 30th. And having The Sopranos would also whack the teeny bit of momentum Microsoft’s Zune Marketplace got last week when it signed NBC content.

We contacted HBO for comment and will update this story when we hear back.

(Image courtesy of HBO.com.)

  1. Excellent! I can’t wait. It’ll make me want an Apple TV (or whatever it’s called) all that much more. Can’t wait to watch the last few episodes I missed of The Wire!

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  2. [...] on iTunes, Pay More for Less As reported yesterday, HBO shows are now available through iTunes — and Apple is indeed charging more for the [...]

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  3. [...] as a first mover when it comes to the web. The premium cable network was an iTunes holdout until earlier this year and still doesn’t stream its shows online. Though to be fair, HBO’s business model is [...]

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  4. HBO organized nice shows before and its one of the nice topic which is well informative as well as interesting so keep up the effective post.Thanks

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