[NewsPoster]

According to a new report, Apple is in talks with movie and original program service HBO to bring its streaming service, called "HBO Now," to Apple TV as a standalone subscription service that does not require an existing cable or satellite connection. The deal, if it goes through, would bring some flexibility to users who would like HBO programming, but don't want to pay for a higher-priced bundle that cable companies often force on customers. The service might launch in time for the Game of Thrones premiere on April 12.

While the news that HBO was working on an independent service that could be offered to non-cable subscribers (known as "cord cutters") is nothing new, the service did not have a formal name until now. Any deal worked out between Apple and HBO would open the door to similar deals for many of the company's competitors, such as Roku, Hulu Plus, and Android TV. Apple TV already has a "channel" for HBO Go, but that service requires both an HBO subscription and an authenticated cable or satellite subscription.

Pricing for the HBO Now service is said to cost around $15 per month, roughly the same cost of the service on existing cable systems. HBO is said to be working with Major League Baseball Advanced Media to provide both the back-end infrastructure and the front-end app, reports the International Business Times.

Executives with HBO are said to be concerned with making sure the service can handle the kind of traffic that the hit show Game of Thrones can generate. The company has reported to have said that it will not launch the service until it is assured that demand can be met, even if it means missing the season five premiere. The debut for the new season will also be offered in cinemas throughout North America to maximize the publicity for the series, which has grown into a mainstream hit based on the fantasy novels of writer George R.R. Martin.

[pairof9s]

Keep it coming...until this failed policy of tying Apple TV programming to existing cable subscriptions dies, Apple TV will continue to be little more than minor media solution.

[burger]

HBO has stated they are working on providing HBO GO without a cable sub. Depending on the price they finally come up with, this could be something I would be interested in.

[Charles Martin]

As stated in the article, HBO Now *is* that "HBO Go without a cable sub" you're describing, and as stated in the article, it's likely to be $15 per month (not set in stone, but seems likely).