HBO and Cinemax Join Comcast's On Demand Online Trial

Comcast's trial project On Demand Online is gaining traction with the addition of HBO and Cinemax programing to the catalog. As part of the “TV Everywhere” project announced last month jointly by the Comcast and Time Warner cable companies, On Demand Online will offer 5,000 US citizens the chance to watch popular, cable-only programing online at no additional cost, provided they authenticate themselves as cable subscribers.

“On the heels of the TV Everywhere agreement between Time Warner and Comcast, we’re pleased to be partnering with Comcast to deliver our HBO and Cinemax broadband services on a national level,” Eric Kessler, HBO co-president, said. “The broadband services are the latest in a line of digital offerings that have dramatically changed the viewing experience for our subscribers, providing them with more access, choice, and even greater value to their subscriptions.”

Original TV shows, as well as movies, will be available from HBO and Cinemax online, but only to those who have already subscribed to the services. The new content, along with the one already available from Time Warner cable networks like TNT and TBS, is accessible through the Comcast.net as well as Fancast.com websites the company operates. The deal will bring 750 hours' worth of video content per month and the number is expected to grow in time. Other networks are also expected to join the program in the coming months.

The On Demand Online trial will be coming in the next few weeks and is seen as a way for cable companies to fight the declining number of subscribers and anticipate a shift in the viewing habits of their customers. With more people watching content online, some are considering dropping their cable subscription altogether and, while their numbers are small now, as the Internet becomes a greater source for video content, they are bound to increase in the future.

“HBO is an iconic brand with award winning original programming and exclusive feature films and we are thrilled they are joining us in our mission to make our services available online to our customers,” Matt Bond, executive vice president of Content Acquisition for Comcast, added. “For the first time HBO and Cinemax customers around the country will be able to watch their favorite shows and movies online at no additional cost.”