[opendtv] Apple - Press Info - HBO NOW Premiering in April
- From: Craig Birkmaier <craig@xxxxxxxxxxxxx>
- To: OpenDTV Mail List <opendtv@xxxxxxxxxxxxx>
- Date: Mon, 9 Mar 2015 16:23:21 -0400
OK Bert.
Now we can finally talk about what HBO is doing with their Direct to consumer
service.
This likely the first of many announcements about the platforms that HBO will
support with HBO Now. The major takeaways here are:
Flat pricing - essentially the same - maybe a buck less - than buying HBO from
a MVPD service. Given the terms Apple typically asks for in these deals, they
will get 30%, which lets HBO make more than they did with the 50/50 deals they
had with the MVPDs. That leaves room for the slightly lower price, but not
enough difference to drive MVPD customers to change, unless they are also
cutting the cord.
Apple was already doing a healthy business selling and renting HBO content.
HBO seems comfortable with the difference in price from Netflix. This seems
logical given the large quantity of popular HBO shows that will be available,
and the reality that Netflix will need to keep raising prices to improve
profitability and to create more original content. Meanwhile, HBO can sit at
the higher price point and improve their profits, if only marginally; this will
depend on the number of new subscribers the service attracts and the number of
existing customers who switch.
Regards
Craig
http://www.apple.com/pr/library/2015/03/09HBO-NOW-Premiering-in-April.html
HBO NOW Premiering in April
HBO Subscription Available Directly to Apple Customers for the First Time Ever
SAN FRANCISCO—March 9, 2015—Apple® and HBO today announced HBO NOW is
premiering next month, making an HBO subscription available directly to Apple
customers for the first time ever. iPhone®, iPad®, iPod touch® and Apple TV®
users can purchase HBO NOW directly in-app as a standalone service to watch
every episode of every season of the best of HBO’s original programming, as
well as the biggest and latest Hollywood hit movies, groundbreaking
documentaries, sports and exclusive comedy specials—for just $14.99 a month.
“HBO NOW is the next phase of innovation at HBO,” said Richard Plepler,
Chairman and CEO, HBO. “With this new partnership, a natural evolution for the
network, we have access to millions of Apple customers who are used to getting
their favorite apps immediately. Now, they can do the same with an HBO
subscription.”
“HBO NOW offers a new generation of HBO fans many of the best TV programs in
the world without a cable or satellite subscription,” said Eddy Cue, Apple’s
senior vice president of Internet Software and Services. “Now, with the same
simplicity as buying an app, customers can subscribe to HBO NOW and instantly
start viewing their favorite HBO programs as they air—this is huge.”
More hours of HBO video are streamed to Apple devices than all others combined
and now customers can subscribe using the HBO NOW app on their iPhone, iPad,
iPod touch or directly on Apple TV for instant access to all the programming
they want. For just $14.99 a month HBO fans can enjoy hit series ranging from
Game of Thrones, Silicon Valley and VEEP to Last Week Tonight with John Oliver
and VICE. At launch HBO will offer a 30-day introductory free trial period to
new HBO NOW customers who sign up through Apple.
Home Box Office, Inc. is the premium television programming subsidiary of Time
Warner Inc. and the world’s most successful pay TV service, providing the two
television services—HBO and Cinemax—to approximately 127 million subscribers
worldwide.
Apple designs Macs, the best personal computers in the world, along with OS X,
iLife, iWork and professional software. Apple leads the digital music
revolution with its iPods and iTunes online store. Apple has reinvented the
mobile phone with its revolutionary iPhone and App Store, and is defining the
future of mobile media and computing devices with iPad.
Press Contacts:
Tom Neumayr
Apple
tneumayr@xxxxxxxxx
(408) 974-1972
Jeff Cusson
HBO
jeff.cusson@xxxxxxx
(212) 512-1343
Apple, the Apple logo, Mac, Mac OS, Macintosh, iPhone, iPad, iPod touch and
Apple TV are trademarks of Apple. Other company and product names may be
trademarks of their respective owners.
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