HBO Bows Teaser for HBO Go on Xbox15 Mar, 2012 By: Erik Gruenwedel
HBO Inc. March 15 began streaming an online promotional teaser for TV Everywhere platform HBO Go’s upcoming availability on Xbox 360.
The 32-second spot, which begins airing on TV March 17, marks the beginning of a marketing campaign intended to inform Xbox 360 users that they can access current and catalog HBO programming in high-definition on demand with an authenticated HBO subscription or Xbox Live membership, according to Laura Young, director of corporate affairs with HBO.
HBO Go represents parent Time Warner’s most ambitious effort to roll out TV Everywhere by focusing on the pay-TV channel’s coveted programming and ardent 20 million subscribers. TV Everywhere platforms are designed to retain and lure pay-TV subscribers by allowing 24/7 access to programming from any broadband connected device.
Netflix CEO Reed Hastings has called HBO Go (along with Comcast’s Xfinity Streampix) a significant competitor to the evolving over-the-top video service market. Indeed, when Netflix first launched streaming availability via Xbox 360, its subscriber base increased by more than 1 million in a month.