The New York Times:

During the conversation, which began at noon on June 19, Mr. Stankey never uttered the word “Netflix," but he did suggest that HBO would have to become more like a streaming giant to thrive in the new media landscape.

Mr. Stankey described a future in which HBO would substantially increase its subscriber base and the number of hours that viewers spend watching its shows. To pull it off, the network will have to come up with more content, transforming itself from a boutique operation, with a focus on its signature Sunday night lineup, into something bigger and broader.

“We need hours a day,“ Mr. Stankey said, referring to the time viewers spend watching HBO programs. “It’s not hours a week, and it’s not hours a month. We need hours a day. You are competing with devices that sit in people’s hands that capture their attention every 15 minutes.“

Continuing the theme, he added: “I want more hours of engagement. Why are more hours of engagement important? Because you get more data and information about a customer that then allows you to do things like monetize through alternate models of advertising as well as subscriptions, which I think is very important to play in tomorrow’s world.“

I hope you guys liked HBO, because this story doesn’t end well. HBO isn’t Netflix. HBO will never be Netflix.

The “boutique operation" idea? That is what makes HBO stand out in the world of a Netflix. A handpicked selection of content which is better than the rest. A prestige product.

That is what HBO is. And that is what HBO should be.