Known for iconic series like Game of Thrones, The Sopranos, and The Wire, HBO revolutionized the television landscape. However, as HBO Max expands to the UK and with new ownership on the horizon, the network that redefined small-screen entertainment faces the challenge of preserving its unique identity. The famous tagline, “It’s not TV. It’s HBO,” might have initially appeared as a bold claim, yet this powerful assertion truly heralded a new dawn for television.
This slogan not only articulated the aspirations of the US cable giant but also subtly rejected the conventional programming prevalent in 1996. It was a daring declaration, especially considering its limited foundation at the time. Established in 1972 as Home Box Office, HBO began as a subscription service offering a mix of movies and sporting events. By the late 1980s, however, this model began to lose its appeal, facing pressure from the proliferation of new channels, the stringent control of major studios, and escalating competition. Crafting original, exclusive content for television emerged as the clear path forward. The crucial question, then, was how to carve out a distinct niche.