HBO pulled the trigger on HBO Now, its new standalone OTT platform, for a fairly straightforward reason.
“It was done to grow,” Michael Lombardo, HBO’s president of programming, said during an interview with Mark Robichaux, editorial director of Broadcasting & Cable and Multichannel News. Lombardo said the stand-alone offering, currently offered by Apple and Cablevision Systems and coming soon to Google’s Android OS and internet TV platform, was designed to resonate with cord-cutters, cord-nevers and other younger consumers who are steering clear of big bundles as they get out of college and land their first jobs.
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