Edmund Lee & Adam Satariano for Bloomberg:

Apple is in negotiations to start carrying Time Warner HBO Go application on Apple TV by mid-2013, according to two people familiar with the plans.

Great, unsurprising news. But:

HBO Go is only available to customers who subscribe to the network through their cable or satellite service, and would be the first app on Apple TV that requires pay-TV authentication. There are currently HBO Go apps for the iPad and iPhone.

Same old, same old. Imagine how powerful it would be if you could buy an HBO subscription without needing the cable subscription as well? How many millions of Apple TVs would Apple sell as a result? I would bet on many millions. Which is exactly why big cable won’t allow it.

In Scandinavia you can get a HBO streaming subscription without a cable subscription: