(14 February 2007 6:00 pm)

MUMBAI: Home Box Office (HBO) has launched a subscription video on demand (SVoD) service in the UK.

The launch marks HBO’s first entry into the UK marketplace bringing its renowned programs to audiences in the region under a stand alone HBO branded destination.

HBO president, programming distribution and international Simon Sutton says, "HBO’s programming has always done very well in the UK and the arrival of an HBO service has been long desired and anticipated. We are very excited to offer HBO programming in a subscription video on demand format, where we can deliver our acclaimed series and specials to UK audiences on their schedule. This opportunity enables us to raise our profile in the region, while providing viewers with a distinct HBO environment.”

With launch dates to be determined by each of the distributors, the HBO SVoD service will be made available on BT Vision, Tiscali TV and Virgin Media. The service will provide at least 50 hours of HBO’s acclaimed original programming upon its full rollout, including award-winning series, miniseries, documentaries and comedy specials.

On 1 July, 2001, HBO first launched its SVoD service, HBO On Demand, in the US. HBO On Demand not only allows subscribers to watch HBO programming when they wish and as much as they like, they can also enjoy the benefits of pausing, rewinding and fast-forwarding their selections.

The programming line-up on the UK HBO on demand service will be updated on a weekly basis and will provide consumers with the freedom to enjoy HBO programming whenever they want. Over time, the library on the service will build to include all episodes of the featured HBO series, starting with the first episode of season one and growing each consecutive week.

Included among the programs available at launch will be the shows The Sopranos, Six Feet Under, Entourage and Curb Your Enthusiasm.

The service will also feature miniseries Band of Brothers, Angels in America and From the Earth to the Moon.