Now HBO GO will provide Web access to its subscribers on cable TV at no extra charge. In order to hang on to subscribers during a down economy, this is an attempt made by the on-demand movie providers.

The company has announced the move to reduce operational costs. Netflix and other services attract more and more consumers now days.

Time Warner, HBO's parent company had made an attempt to provide the new streaming service and to build a competitor base against Netflix Web-streaming.

Before "TV Everywhere" initiative was also championed by Time Warner. But Critics have said that this is an attempt made by the cable industry to transfer the cable business model onto the Web.

Lower-cost video entertainment is a major attraction of Netflix's appeal. In the scheme Cable subscribers can jump to Netflix and pay just $10 a month to watch DVDs mailed to their home. Or else they can watch the movies that Netflix streams over the Web.

But on the other hand, for early access to films, HBO pays huge amount of fees. HBO GO will be able to offer access to newer titles than Netflix and plans to provide movies to its subscribers at lesser charges than Netflix.