September 1973 Time-Life, Inc. completed its acquisition of the pay
service. HBO soon became the fastest-growing TV pay-service in America, but it
had an exceptionally high churn-rate. Subscribers would
sample the service for a few weeks, get weary of seeing the same films, and then
cancel.
HBO struggled, and something had to be done. When HBO first came
to Lawrence,
Massachusetts, it offered subscribers the opportunity
to preview the
service for free on channel 3. After a month, the service moved to channel 6
and broadcast scrambled. The preview proved popular, obtaining many
subscriptions, and the concept also went into operation elsewhere.
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