HBO Looks To Extend App Success To Cinemax With MAX Go

Max Go iPad

When Time Warner (NYSE: TWX) released its quarterly earnings last week, the company boasted that its HBO app, HBO Go, was pulling in the crowds as a very healthy rate: four million downloads since launching in May, with 85 percent of those users now watching more HBO than before and reporting higher satisfaction levels. Now it’s hoping to work a bit of that app magic on its other pay-TV brand Cinemax, with today’s launch of MAX Go.

Available as a free download to U.S. customers who get Cinemax through their local pay-TV providers — Charter (NSDQ: CHTR), Cox Advanced TV, Verizon FiOS, AT&T (NYSE: T) U-Verse, Suddenlink, DIRECTV and DISH Network are included in the list — and usable via any broadband connection, MAX Go is available for iPad, iPhone and iPod touch as well as as an Android app for smartphones. No word on Android tablets in the release — we’ve asked Cinemax about this and will update if we learn more.

An HBO spokesperson tells us that Android tablet-optimized apps are in the works for both HBO Go and MAX Go. No launch date is specified.

Part of CEO Jeff Bewkes’ TV Everywhere strategy, the Cinemax app gives users access to 700+ hours of programming, mainly in the form of films, which will be updated every week.

It is also using the app to promote “Strike Back,” Cinemax’s first original primetime series, which is premiering tonight. The debut episode is on the MAX Go today; to encourage more downloads of the app, and to promote the series, the second episode will be available on the app a week before it airs on television.

Other features include bonus content and the ability to create and programme playlists. The launch of MAX Go also coincides with the relaunch of an enhanced

HBO has plans to extend its apps to more platforms, such as games consoles and connected TVs later this year, and also wants to expand them internationally, first to Mexico, Brazil and then Asia.

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