Channel 4 faces a new threat after HBO, the US cable network behind The Sopranos and Sex and the City, announced that it would offer programmes direct to British viewers through a video-on-demand service.

The Time Warner-owned HBO is responsible for a number of critically acclaimed drama and comedy imports including Six Feet Under and Curb Your Enthusiasm.

Channel 4 has been the most enthusiastic UK purchaser of programmes produced by HBO, which has been examining ways to extend its presence in Britain.

Yesterday it announced the launch of a subscription video-on-demand service, which will allow British viewers to watch its programmes on demand and free from advertisements.

Initially, the channel will be available on three platforms; Virgin Media, the newly created cable-to-broadband company; BT Vision and Tiscali TV, with the programming line-up updated weekly.

The service is expected to be launched in April and will provide at least 50 hours of programming a week at its full roll-out.

Viewers will not be able to download programmes to own, but will be able to watch previously broadcast episodes of a running series.

HBO’s launch package will include The Sopranos, Six Feet Under and Curb Your Enthusiasm (all shown on Channel 4) and Entourage, the Hollywood satire screened by ITV2.

HBO, which has 11 million US cable subscribers, expects to launch by offering early series of well-established brands.

But, ultimately, mature hit shows could get their first airing through HBO on demand, knocking British broadcasters.

Simon Sutton, the HBO international president, told The Times: “We have a very good relationship with Channel 4 and other UK broadcasters. But we are looking to raise our profile in this region, while providing viewers with a distinct HBO environment. Ultimately, we are likely to premiere new material through HBO on demand.”

HBO’s award-winning documentaries and mini-series, including the wartime drama Band of Brothers, co-produced with the BBC, will also be offered.

The service will be available as part of a package of channels that viewers can subscribe to on the three platforms.

HBO has no immediate plans to launch an on-demand service through BSkyB, which is 39.1 per cent owned by News Corporation, parent company of The Times.

A mooted deal giving BSkyB a “first-look” option at buying new HBO series has been shelved.

Neither will the company offer its programmes through new on-demand services created by BBC and Channel 4.

It has chosen the subscription model, rather than launch an HBO channel, so that it can focus on offering a limited number of high-quality programmes to UK viewers.

Small and big screen

HBO at a glance
The Sopranos
Sex and the City
Six Feet Under
Curb Your Enthusiasm
Da Ali G Show (co-production Channel 4)

BBC co-productions
Band of Brothers
Rome
Extras
Five Days

ITV
Entourage
The Larry Sanders Show

BSkyB
Deadwood

HBO Films (with Ch 4)
Elizabeth I
Longford

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