For years, HBO has been saying it’s not TV. Now, with reports that it will be offering downloads of many of its movies and shows, many viewers may not even watch the cable-channel’s offerings on that device.

According to news reports, the pioneering pay-cable channel will launch HBO On Broadband on Tuesday with about 400 hours of downloadable movies and original TV series. The download service will be available only to HBO subscribers, and initially only to those in the Milwaukee or Green Bay, Wis., areas. There will be no additional charge for the service beyond the cable-channel subscription, and it will be marketed through cable companies.

PC-Only, Not Via Satellite

Eric Kessler, HBO co-president, told news media that the new service will enhance the value of a subscription. In 2001, HBO offered a video-on-demand service for movies and original series, which the cable service has said helped retain subscribers. HBO On Demand reaches about one-third of

Some technological barriers for the download service may restrict its adoption. It will be PC-only, is not compatible with Apple’s iPods, and cannot be offered to subscribers who receive HBO through satellite transmissions. Downloaded substance cannot be transferred to another device, and the user has a four-week window in which to view the composition.

But there are some added values as well. The download service will enable users to set their computers as they would a digital video recorder, including automatically downloading new movies or series episodes, and user accounts can be established for different family members. There is plus parental control by rating, and viewers in the Eastern duration zone will be able to watch a live feed of the service.

The service will require a separate application, which will be distributed to subscribers in Wisconsin via CD-ROMs from the moment Warner cable operator. The…

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