HBO's Slogans & Taglines

Home Box Office (HBO) is an American pay television network founded on November 8, 1972, by Time Inc. Originally positioned as a premium movie channel delivering uncut, commercial-free theatrical films into subscribers' homes, HBO became the first American network to transmit via satellite in 1975, establishing the model for national cable television. Core offerings today encompass critically acclaimed original programming, feature films, documentaries, and sports content, including landmark series such as The Sopranos, Sex and the City, The Wire, and Game of Thrones. Brand messaging has evolved from early positioning as The Great Entertainment Alternative to the iconic platform It's Not TV. It's HBO. (1996–2009), which redefined premium television. Later iterations included It's More Than You Imagined. It's HBO. and So Original, before adopting the contemporary tagline There's More to Discover in 2020. In 2020, the network launched HBO Max as its streaming platform, which was briefly rebranded as Max in 2023 before reverting to HBO Max in 2025. Today, as part of Warner Bros. Discovery, HBO remains the oldest subscription television service in the United States and a global benchmark for prestige television.