Here we... go. HBO is launching its authentification-oriented "TV Everywhere" service, HBO GO, this week. Verizon FIOS cable subscribers will be able to access the service starting February 18, and a version of it already exists on Fancast. From a Business Insider report on the news:
Eric Kessler, co-president of HBO, added that Time Warner's HBO Go video was already available in on Comcast's Fancast site. But now customers will now be able to sign in and see HBO's own streaming interface... Only cable and satellite subscribers who have an HBO subscription will be able to access the services shows and movies. HBO Go will have tough competition with other streaming services like Netflix's Watch Instantly, iTunes and Hulu.
And, from an earlier report at the New York Times' Media Decoder blog:
On a conference call with analysts earlier this month, the Time Warner chief executive Jeffrey L. Bewkes said HBO’s streaming service “will offer three times the content of what’s on HBO On Demand today.”
HBO GO is part of a larger cable industry effort, sometimes called TV Everywhere, that seeks to preserve existing its subscriber base by making more content available on demand via the Internet.