Time Warner Cable has officially launched a new on-demand channel providing high-definition TV and movie content to subscribers. The new Primetime HD On Demand channel caters to subscribers who are tired of missing their favorite shows and were only able to access the programming on demand in standard definition previously.
The new service brings ABC HD, CBS HD, NBC HD, ESPN, and SOAPnet, and several others. The additional content is available to current Time Warner digital cable subscribers, and is available as a free service.
"We are very excited to provide more of the quality programming that our customers have come to expect, in both standard and high-definition," said Melinda Witmer, Time Warner Chief Programming Officer, in a press statement. "Now it is even more convenient for customers to have their favorite programming at any time, making it simple and easy for them."
As consumers become more cautious when spending money, adding features like the on demand HD channel could help TV service operators maintain customers. Time Warner also rolled out the "Look Back" service that offers viewers the ability to watch shows up to three days later without using a DVR.
It's important for Time Warner and similar companies to look for ways to quickly prevent customers from cutting the cable. Time Warner lost 155,000 paying subscribers during Q3. The down economy and lackluster job market were blamed.
Away from cord-cutting customers, the changing movie industry and movie rental kiosks are two other pressures that Time Warner and other cable companies must now compete with.
