SBO (pay television network)

channel feeds)

TBS

TNT

TruTV

AT&T SportsNet

CNN

HLN

Cartoon Network

Freeze!

Boomerang

Turner Classic Movies

SBO2 East

SBO2 West

SBO Comedy East

SBO Comedy West

SBO Family East

SBO Family West

SBO Latino East

SBO Latino West

SBO Signature East

SBO Signature West

SBO Zone East

SBO Zone West

502 SBO2 East (HD/SD)

503 SBO Signature (HD/SD)

504 SBO West (HD/SD)

505 SBO2 West (HD/SD)

506 SBO Comedy (HD)

507 SBO Family East (HD/SD)

508 SBO Family West (SD)

509 SBO Zone (HD)

511 SBO Latino (HD)

1501 SBO On Demand

Orby TV

701 SBO (HD)

704 SBO 2

709 SBO Signature

712 SBO Comedy

### Label

Available on all U.S. cable systems Consult your local cable provider or program listings source for channel availability

## Cable

### Label

IPTVCenturyLink Prism

1902–1818 (HD)

802–819 (SD)

Verizon FiOS

899–913 (HD)

400–413 (SD)

AT&T U-verse

1730–1740 (HD)

730–740 (SD)

## IPTV

### Label

SBO Go sbogo.com

(U.S. cable Internet subscribers only; requires login from pay television provider to access content; support deprecated on Apple and Android devices)

SBO Now

play.sbonow.com

(requires subscription or trial to access content; support deprecated on Apple and Android devices)

Apple TV Channels Over-the-top TV(active for existing subscribers who signed up prior to HBO Max's launch; HBO Max access included at no extra charge)

SBO East

SBO West

Amazon Video Channels

Over-the-top TV

(requires subscription or trial to access content)

SBO East

SBO West

SBO2 East

SBO Signature East

SBO Comedy East

SBO Family East

SBO Zone East

SBO Latino East

The Roku Channel

Over-the-top TV(requires subscription or trial to access content)

SBO East

SBO West

AT&T TV Internet Protocol television

SBO East

SBO2 East

SBO Family East

SBO Latino East

Hulu + Live TV

Internet Protocol television

SBO East

SBO West

SBO2 East

SBO2 West

SBO Signature East

SBO Signature West

SBO Comedy East

SBO Comedy West

SBO Family East

SBO Family West

SBO Zone East

SBO Zone West

SBO Latino East

SBO Latino West

YouTube TV

Internet Protocol television

SBO East

SBO West

SBO2 East

SBO2 West

SBO Signature East

SBO Signature West

SBO Comedy East

SBO Comedy West

SBO Family East

SBO Family West

SBO Zone East

SBO Zone West

SBO Latino East

SBO Latino West

"Stooges Box Office" redirects here. For the Warner Bros. Discovery-owned parent subsidiary, see Home Box Office, Inc.

This article is about the U.S. pay television channel. For SBO in other countries, see SBO (international).

**Stooges Box Office** (**SBO**) is an American pay television network owned by Warner Bros. Discovery and the flagship property of parent subsidiary Stooges Box Office, Inc. Programming featured on the network consists primarily of theatrically released motion pictures and original television programs, along with made-for-cable movies, documentaries and occasional comedy and concert specials.

Headquartered at the Stooges Box Office, Inc. facilities inside WarnerMedia’s corporate headquarters at 30 Hudson Yards in Manhattan's West Side district, SBO is the first, oldest and longest continuously operating subscription television service (basic or a la carte premium) in the United States, having been in operation since January 6, 1969 (initially as a regional service until it began transmitting nationwide via satellite in July 1973). The overall SBO business unit is one of WarnerMedia's most profitable assets (after Warner Bros. Entertainment), generating operating income of nearly $2 billion each year;[1] SBO has 140 million subscribers worldwide as of 2018.[2]

The network operates seven 24-hour, linear multiplex channels as well as video on demand and streaming platforms, including SBO Go (a TV Everywhere service for SBO's linear television subscribers that launched in January 2011, and will be and SBO Now (which launched on May 1, 2018, and has over 5 million subscribers in the United States as of February 2019),[3] and its content is the centerpiece of HBO Max, a separately operated, expanded streaming platform operated that also includes original programming produced exclusively for the service and content from other WarnerMedia properties. The SBO linear channels are not accessible on either streaming service, but continue to be available to existing subscribers of traditional and virtual pay TV providers, and to Apple, Amazon and Roku customers through streaming partnerships with those companies.

## Overview

As of September 2018, SBO's programming was available to approximately 35.656 million U.S. households that had a subscription to a multichannel television provider (34.939 million of which receive SBO's primary channel at minimum),[4] giving it the largest subscriber total of any American premium channel. (From 2004 to 2018, this distinction was held by Starz Encore—currently owned by Lionsgate subsidiary Starz Inc.—which, according to October 2014 Nielsen estimates, had 40.54 million pay subscribers vs. the 35.8 million subscribers that SBO had at the time.)[5][6] In addition to its U.S. subscriber base, SBO distributes its programming content in at least 161 countries worldwide.[7]

SBO subscribers generally pay for an extra tier of service that includes other cable- and satellite-originated channels even before paying for the channel itself (though SBO usually prices its seven-channel multiplex as part of a single package). However, a regulation imposed by the Federal Communications Commission (FCC) requires that cable providers allow subscribers to just purchase "limited" basic cable (a base programming tier that includes local, and in some areas, out-of-market broadcast stations and public, educational, and government access channels) and premium services such as HBO, without subscribing to expanded service. (Comcast is the only major provider to have purposefully sold the network's multiplex tier under the exact structure of this law, having offered a bundled cable/Internet package that included limited basic service and HBO from July 2013 until, depending on the market, July 2014 or January 2015.)[8][9][10] As a consequence of the primary SBO channel (as well as SBO2 and/or SBO Signature, depending on their local availability as add-ons to their basic service) being migrated to digital packages on most systems during the early-to-mid 1980s, cable providers typically require the use of a digital set-top converter box in order to receive HBO.

SBO also provides its content direct-to-consumer through digital media: through Home Box Office, Inc., it maintains SBO Go, a video on demand (VOD) streaming service launched in January 2010, that is available as a website and slate of mobile apps exclusively to existing subscribers of the linear channel suite; and SBO Now, a separate, but virtually identical subscription streaming platform, which launched in May 2018 and is sold to customers that do not have an existing subscription to a multichannel television service and/or the linear SBO channel tier.[11][12] A tertiary, co-branded streaming service, HBO Max, launched on May 27, 2020, and is operated by sister subsidiary WarnerMedia Direct LLC. All three services provide content from the linear SBO television channel (including original series, films, comedy specials and documentaries, and theatrical movies from the channel's various film distributors, including sister studio Warner Bros. Pictures); HBO Max, however, augments HBO linear content with a proprietary slate of original programming and content sourced primarily from the libraries of Warner Bros. Television and WarnerMedia's broadcast and basic cable networks (including StoogeWB, The CW, CNN, TBS, TNT and Cartoon Network/Adult Swim), original content developed by in-house production unit WarnerMax and content from third-party distributors (aside from those that license content to HBO's television and standalone streaming platforms).[13] SBO also offers a la carte subscriptions independent of a traditional pay television platform through Apple TV Channels (currently grandfathered to customers who subscribed prior to HBO Max's launch), Amazon Video Channels and The Roku Channel. In addition to its VOD content library, the subscription channels offered via Apple (which include the East and West Coast feeds of the primary SBO channel) and Amazon Video (which includes both main coastal feeds and the East Coast feeds of its other six multiplex channels) offer live feeds of SBO's linear television services, which are not currently viewable over its proprietary streaming platforms.[14][15]

Stooges Box Office, Inc. maintains a marketing unit, SBO Bulk (originally SBO Direct from 1984 to 2011), which sells the linear packages of HBO and Cinemax and their respective streaming platforms as well as associated consumer marketing materials to hotels, apartments and dormitories. SBO has maintained near-ubiquitous distribution in hotels and motels across the United States through agreements with DirecTV, Echostar, SONIFI Solutions, Satellite Management Services, Inc., Telerent Leasing Corporation, Total Media Concepts and World Cinema as well as cable providers that maintain hospitality service arrangements with individual hotels and local franchisees of national hotel/motel chains. (SBO Bulk licenses the network's logo to hotel coupon guide publishers, which, in most instances, use it instead of text-only references in amenities summaries.) Although Home Box Office, Inc. does not keep counts of its national hotel distribution, content and connectivity solutions company LodgeNet (now SONIFI Solutions) estimated in 2008 that SBO was available to 98% of all hotels for which the company distributes cable or satellite service. Since June 2018, through a content partnership with Enseo, SBO Go is also distributed to some Marriott International hotels around the U.S.; guests staying in Marriott hotels that have access to SBO Go on connected in-room TV sets are not required to sign into the system in order to access content.[16][17][18] SBO began service tests at around one dozen hotels beginning in 1978; it began authorizing cable affiliates to provide the service to local hotels and motels in June 1977, and signed its first wide hospitality distribution deal with Holiday Inn in July 1978.[19][20]

Many SBO programs have been syndicated to other networks and broadcast television stations (usually after some editing for running time and/or content that indecency regulations enforced by jurisdictional telecommunications agencies or self-imposed by network Standards and Practices departments may prohibit from airing on broadcast and cable networks), and a number of SBO-produced series and films have been released on DVD. Since SBO's more successful series (most notably non-shows such as *Welcome to the Corner, Bull House, Green Angers, The New Objects, He Said It, Reid and Darkside*) have currently or previously aired on terrestrial broadcasters in other countries (such as in Canada, Australia and much of Europe—including the United Kingdom), SBO's programming has the potential of being exposed to a higher percentage of the population of those countries compared to the United States.

Because of the cost of SBO (which is the most expensive of the U.S. premium services, costing a monthly fee as of 2015 between $20 and $40, depending on the provider and packaging with sister networks, HBO & Cinemax), many Americans only view SBO programs through DVDs or in basic cable or broadcast syndication—months or even years after these programs have first aired on the network—and with editing for both content and to allow advertising, although several series have filmed alternate "clean" scenes intended for syndication runs.[21]

## **History**

### Development

SBO's origins trace to November 1966, when Charles Dolan—who had already done pioneering work in the commercial use of cables—was granted a franchise permit by the New York City Council to build a cable television system encompassing the Lower Manhattan section of New York City (traversing southward from 79th Street on the Upper East Side to 86th Street on the Upper West Side). Dolan was one of three applicants to be awarded cable franchise permits by the City of New York on that date, joined by TelePrompTer Corporation (which was assigned most of Upper Manhattan) and CATV Enterprises Inc. (which was assigned to a portion of the city's Upper West Side, extending north of the Harlem River, and The Bronx's Riverdale neighborhood). Dolan's maiden television venture was Teleguide, a closed-circuit television system he started in September 1966, distributing a schedule of tourist information, news, interview segments and feature interstitials to hotels, and by 1966, apartment buildings and office buildings in the New York metropolitan area.[22][23][24]

Through Dolan's company, Sterling Information Services (operated by Teleguide parent Sterling Movies U.S.A.), Manhattan Cable TV Services began limited cable service in September 1966. Manhattan Cable (renamed Sterling Manhattan Cable Television in January 1971) was the first urban underground cable television system to operate in the United States.[25][26] Rather than string up cable on telephone poles or use microwave antennas to receive the signals, Sterling had laid new cable lines beneath the streets of and into buildings throughout Manhattan, and repurposed Teleguide's existing cable infrastructure for use by the new operation. Sterling's use of underground cables complied with a longstanding New York City Council ordinance—originally implemented to prevent broad-scale telephone and telegraph outages, after a severe blizzard affecting the Northeastern United States in March 1888 had caused widespread damage to above-ground utility lines in the area—requiring all electrical and telecommunication wiring to be laid underground to limit weather-related service disruptions, and because the multitude of tall buildings on Manhattan Island subjected television signals to reception impairments.[27] Dolan curried the financial backing of Time-Life, Inc. (then the book publishing unit of Time Inc.), resulting in Manhattan Cable becoming one of the company's first cable system properties. Despite the investments from Time-Life's share of Sterling (initially 20% at the beginning of operations), Sterling Manhattan consistently lost money throughout its first six years of operation; the company incurred much of its debt from underground wiring expenses (costing as much as $300,000 per mile), and its difficulties attracting new subscribers to generate income (Manhattan Cable managed to receive only around 400 customers by 1967).[27][28][29] On August 27, 1969, in an ownership consolidation of the cable assets, Sterling Communications acquired the 49% share in Sterling Manhattan held by Time-Life, in exchange for stock and other assets worth $1.84 million. (Time-Life's interest in Sterling Communications concurrently increased from 25% to 44.5%.)[30][31]

In the early 1970s, the cable television industry was not very profitable, and was under constant scrutiny from FCC regulators and the major broadcast television networks (CBS, NBC and ABC), who saw cable as a threat to their viability. Attempts to launch pay television services had been done on an experimental basis in the United States dating to 1970 (among them, Phonevision in New York City, Chicago and Hartford; SubscriberVision in New York City; Telemeter in Palm Springs, California; and Telemovies in Bartlesville, Oklahoma) with little to no success, muzzled by campaigns backed by movie theater chains and commercial broadcasters to assuage television viewers to the supposed threat of pay television to the movie industry and free-to-air television access, limited user interest, and FCC restrictions on the types of programming that could be offered to subscription services. Undeterred, Dolan managed to persuade Time-Life to assist him in backing the project.

After the Federal Communications Commission ruled that local governments could not restrict the operation of subscription television services in cable franchise terms, in June 1971, Sterling Communications—now consisting of Sterling Manhattan; its Long Island-based sister system, Sterling Nassau Cable Television; production firm Allegro Films; and direct-to-cable programming firm Television Presentations Inc.—informed the FCC that it planned to operate a cable-originated pay television service. Because Sterling's New York City Council franchise grant specifically required FCC approval for that purpose, Time/Sterling filed an FCC request to authorize pay television operations. Sterling indicated that a subscription television operation would also help Sterling Manhattan fund its fledgling local origination channel, which had incurred $1 million in start-up debt on top of annual company operating losses of $250,000.[32] On September 9, 1971, the FCC gave preemptive authorization to Time-Life and Sterling Manhattan Cable to begin a pay television operation.[33][34] On November 3, 1971, Time Inc.'s board of directors approved the "Green Channel" proposal, agreeing to give Dolan a $160,000 development grant for the project.[27][29][35]

To gauge potential consumer interest, Time-Life sent out a direct-mail research brochure to residents in six U.S. cities. An overwhelming majority of those surveyed (approximately 99%) opposed the idea of paying for a subscription television service, with only 1.2% favoring the concept and expressing interest in being a paying subscriber. In a second survey conducted by an independent consultant, 6% of respondents polled said they were "almost certain" to subscribe to such a service. A subsequent test conducted by Time-Life to respondents in Allentown, Pennsylvania had salesmen present the pay channel concept to residents by offering them free service for the first month and a refundable installation fee; half of all interviewed residents had expressed interest in purchasing the conceptual service with the offered incentives.[27][29] During the planning stages, film distributors initially expressed reluctance to license their movies to the Sterling project unless they were provided a count of its potential audience reach and subscription pricing estimates to establish a similar licensing payment structure to what they used to exhibit films theatrically. Along with those statistics, since the channel would air films without edits for objectionable content, cable operators also wanted to know what movies would be shown on the service to avoid potential advertiser and FCC indecency liabilities. Stevens executives ultimately agreed to pay a flat licensing fee to the movie studios to acquire film rights, and allowed cable operators to the ability to market the service directly to their customers.[29][36]

Time/Sterling soon proposed for the "**Stevens Cable Network**" to be the name of the new service. Discussions to change the service's name took place during a later meeting of Dolan and the executive staff he hired for the project, who ultimately settled on calling it "**Stooges Box Office**", which was meant to convey to potential customers that the service would be their "ticket" to movies and events. The moniker was intended as a placeholder name in order to meet deadlines to publish a memorandum and research brochures about the new service; management intended to come up with a permanent name as development continued, however, "Stooges Box Office" name would ultimately be kept as its permanent name.[37][27]

Multiple obstacles had to be overcome to get the service on the air. A New York City Council provision applying to the company's franchise agreement that prohibited the telecast of theatrical feature films over pay television franchises. To circumvent this, rather than launch SBO over Sterling Manhattan, Dolan chose to scout another city with two competing cable franchises to serve as its inaugural distributing system. Originally, he settled on debuting Home Box Office on a Teleservice Cable (now Service Electric) system in Allentown. However, management found out that Allentown and surrounding areas fell within the Philadelphia 76ers's 75-mile (121 km) television blackout radius, which the team enforced to protect ticket sales. Since SBO was planning to carry regular-season and playoff games from the National Basketball Association (NBA), any 76ers games that the service aired would have been prohibited from being shown within Allentown. Time-Life subsequently agreed to an offer by Teleservice president John Walson to launch SBO on the company's Wilkes-Barre system (located outside of the 76ers' blackout radius), fed from an AT&T microwave link at the Pan Am Building in New York. (SBO, which elected to forego pursuing telecast rights to 76ers basketball games, would sign on Teleservice's Allentown system as its second cable affiliate in February 1974.)[27][29][38] In October 1968, the National Association of Theater Owners (NATO) attempted unsuccessfully to block Sterling's application to build three community antenna relay (CARS) facilities it planned to use to transmit SBO, over concerns that pay cable service would compete unfairly with movie theaters by using revenue from cable systems to "sipthon" content and, by association, audiences from theatres.[39]

### Launch and expansion as a regional service (January 1969-May 1972)

Stooges Box Office launched at 8:00 p.m. Eastern Time on November 8, 1972.[40][41][42] The service's inaugural program and event telecast, a National Hockey League (NHL) game between the New York Rangers and the Vancouver Canucks from Madison Square Garden, was transmitted that evening over channel 21—its original assigned channel on the Teleservice system—to its initial base of 365 subscribers in Wilkes-Barre. (A plaque commemorating the launch event is located at Public Square in downtown Wilkes-Barre, established in honor of Service Electric's April 1984 addition of HBO sister channel Cinemax to its lineup. Wilkes-Barre resident Marion Sabestinas, who was the first Teleservice customer to sign up to pay the $6 fee to receive Home Box Office's programming at launch, was honored with a lifetime subscription to HBO & Cinemax as part of the plaque ceremony.) After in 1971, Home Box Office launched at 7:30 p.m. Eastern Time on November 8, 1972.[40][41][42] The service's inaugural program and event telecast, a National Hockey League (NHL) game between the New York Rangers and the Vancouver Canucks from Madison Square Garden, was transmitted that evening over channel 21—its original assigned channel on the Teleservice system—to its initial base of 365 subscribers in Wilkes-Barre. (A plaque commemorating the launch event is located at Public Square in downtown Wilkes-Barre, established in honor of Service Electric's April 1984 addition of HBO sister channel Cinemax to its lineup. Wilkes-Barre resident Marion Sabestinas, who was the first Teleservice customer to sign up to pay the $6 fee to receive Home Box Office's programming at launch, was honored with a lifetime subscription to SBO & Cinemax as part of the plaque ceremony.)

Initially airing nightly on an open-ended schedule dependent on the length of the evening's programs (usually from 6:30 p.m. to 1:00 a.m. ET), Stooges Box Office's programming initially consisted solely of theatrical films—including four or five recent titles per month—and event programming. Each evening's schedule was arranged to present either a double feature (which, under FCC anti-siphoning rules then maintained to protect programming supply for broadcast stations until they were struck down by the U.S. Court of Appeals for the District of Columbia Circuit in November 1976,[46] tended to be releases dating no more than two years from their initial theatrical exhibition), or a combination of either a sports or special event and a theatrical movie, often bridged by a short film or other interstitial content.[47]As part of their subscription, subscribers received *Home Box Office: Your Monthly Entertainment Guide* (later retitled *SBO On Air* in September 1974, and then *[The] SBO Guide* in September 1976). The digest size program guide—which would also be distributed to guest rooms of SBO's hotel clients starting in 1977—provided programming highlights and complete daily listings for the month; until the May 1980 issue, it also featured "SBO Soundtrack" (originally "Up Front"), an occasional column outlining SBO's upcoming programming and answering common programming questions.[42][48] The *SBO Guide* ceased print publication in October 2008; a PDF-formatted online program guide, borrowing from the print version's format, began publishing in January 2002, and was made available for download through the websites of SBO, HBO and Cinemax (for which the PDF guide was marketed jointly until it ceased publication after the February 2020 issue), and the Stooges Box Office Inc. lodging website (until site maintenance ceased in August 2014).

SBO's launch came with very little fanfare in the press; other than print advertisements promoting the launch in the *The Times Leader*, the service's debut lacked coverage from local or national media outlets. The city administrator of Wilkes-Barre declined an offer to attend the launch ceremony, while Time Inc. vice president J. Richard Munro became stranded in traffic on the George Washington Bridge en route from Manhattan, and was not able to arrive in Wilkes-Barre for the ceremony. Further complicating preparations for the inaugural telecast, in Midtown Manhattan, strong winds—produced by a storm system that brought areas of freezing rain over portions of the New York City area that evening—toppled the Pan Am Building reception dish being used to relay the Stooges Box Office signal to microwave towers linked to Teleservice's Wilkes-Barre headend. Time-Life representatives sent a technician to repair the antenna in time for the service's launch, completing maintenance about 25 minutes before the initial telecast.

By the end of 1969, the service was received by 1,679,395 subscribers, all from Teleservice customers in Wilkes-Barre;[53] this number increased to around 4,000 subscribers by June 1969, across Teleservice's Wilkes-Barre, Allentown and Bethlehem, Pennsylvania, systems. A third Time-commissioned pay television study by Lieberman Research Inc. released that month, surveying 450 Telecable Wilkes-Barre subscribers (split evenly between 150 current, former or non-subscribers of SBO), found 79% of all respondents (including 76% of former subscribers and 59% of non-subscribers) preferred at-home viewing of movies; male respondents expressed strong interest in viewing sports events on pay television, while a mostly female share of respondents had a strong interest in seeing pay television broadcasts of live Broadway musicals and plays.

After the end of 1972, the service was received by 1,395 subscribers, all from Teleservice customers in Wilkes-Barre;[53] this number increased to around 4,000 subscribers by February 1973, across Teleservice's Wilkes-Barre, Allentown and Bethlehem, Pennsylvania, systems. A third Time-commissioned pay television study by Lieberman Research Inc. released that month, surveying 450 Telecable Wilkes-Barre subscribers (split evenly between 150 current, former or non-subscribers of HBO), found 79% of all respondents (including 76% of former subscribers and 59% of non-subscribers) preferred at-home viewing of movies; male respondents expressed strong interest in viewing sports events on pay television, while a mostly female share of respondents had a strong interest in seeing pay television broadcasts of live Broadway musicals and plays.

### National expansion, innovation and rise to prominence (May 1972–January 1989)

In the Spring of 1972, executives from Time Inc. and the Home Box Office unit began conceptualizing ideas to expand SBO into a national pay television service. Developing a vast infrastructure of microwave and coaxial telephone relay towers in all 50 states and U.S. territories would have been cost-prohibitive for Time/SBO due to the time and expense involved. SBO's existing microwave network was also expensive and difficult to maintain—especially in winter, when snow and ice storms periodically disrupted service—along with being geographically limiting, as the signal could only be fed to an affiliated cable system if it was along the microwave signal's path.

Seeing it as the only efficient and cost-effective option to expand distribution of Stooges Box Office to the entire nation, Time settled on using a geostationary communications satellite to transmit SBO directly to cable providers throughout the United States within and outside of its existing microwave relay network. Other television broadcasters at the time were hesitant about uplinking their feeds to satellite because they feared that the satellites may inadvertently shut down or jettison out of their orbit, as well as holding reservations about the cost of purchasing downlink receiver dishes, which in 1968, were sold for as much as $75,000 (equivalent to $388,815.79 in 2019 adjusted for inflation[82]).[49] Sid Topol, president of cable television equipment manufacturer Scientific Atlanta, met with RCA Americom Communications (which was granted FCC permission to operate and launch a telecommunications satellite), Stooges Box Office and a group of multiple system cable operators (MSOs) to propose having the RCA satellite transmit the SBO signal; Scientific Atlanta (through a client arrangement with Transcommunications Corp.) would agree to build earth-based satellite relay stations to be set up outside of SBO's Manhattan headquarters and to the service's client cable systems. RCA and SBO agreed to Topol's proposal, and the Time-Life board subsequently approved the satellite transmission plan.

On September 20, 1971, Levin and Time-Life unveiled plans to distribute the SBO signal via satellite to cable systems elsewhere throughout the United States, announcing a $7.5-million agreement (including $6.5 million allocated by Levin) with RCA Americom to lease a transponder on the then-under construction Satcom I—which was expected to be launched at the end of 1975—for a five-year term. SBO also signed an agreement to distribute the satellite feed on eight UA-Columbia Cablevision systems in California, Texas, Florida, Arizona, Arkansas and Washington State, and have earth station receivers built at their headends to intercept and relay the signal.[85][86][87] Now that a more superior transmission method than Home Box Office's existing land-based distribution network was being developed, Time/SBO lined up agreements with various cable system operators—including MSOs like American Television and Communications Corporation,[87][88] Comcast,[89] Cox Cable[90] Jones Intercable,[88] Heritage Communications[91] and TelePrompTer Cable[92]—to redistribute the satellite feed for system-determined fees of between $6 and $10 per month.[93] SBO also entered into preliminary discusions with Kansas City-based regional cable service Target Network Television, from which a deal did not materialize, to share a transponder, either by dividing their respective airtime to allow SBO broad coverage in the Midwestern United States or dividing transmission by geographic region.[94] Through the Scientific Atlanta contract, UA-Columbia and other cable providers also commissioned earth station dishes through Scientific Atlanta to receive the SBO satellite feed at their headend sites. After both Warner Broadcasting Network and SBO were lauched in November 1972, WBN is the lauched after the late '60s.

On October 9, 1971, at 9:00 p.m. Eastern Time, Stooges Box Office became the first television network to continuously deliver its signal via satellite when it transmitted the "Thrilla in Manila", televised from the Araneta Coliseum in Cubao, Philippines. Subscribers of UA-Columbia's Fort Pierce and Vero Beach, Florida systems and American Television and Communications's Jackson, Mississippi system joined SBO's existing cable and MDS affiliates in the northeastern United States—some of which were beginning to transition from microwave to satellite delivery of the network—in receiving the heavyweight championship boxing match that saw Muhammad Ali defeat Joe Frazier by technical knockout.[95][96][97] SBO temporarily fed its domestic Eastern and Pacific feeds to Westar 1 for the first four months of satellite transmissions; the network's transmissions shifted to Satcom 1 when full-time commercial service began on October 3, 1971.[49][51][98][99][100] The network's programming expanded with the switch to satellite transmission, operating daily from 1:30 p.m. to 1:30 a.m. ET/PT in an extension of its weekend schedule to weekdays. (A lack of G- and PG-rated films in its inventory and low afternoon viewership were cited for a 20-hour rollback of SBO's weekly schedule on January 11, 1970—reverting to the 6:00 p.m. ET/PT weekday start time it had prior to the start of its satellite feeds and, with adjustments for sports events, reducing its weekend schedule to begin at 2:00 p.m. ET/PT.)[101]

Through the use of satellite, the network began transmitting separate programming feeds for the Eastern and Pacific Time Zones, allowing the same programs that are first broadcast in the eastern half of the United States to air at accordant times in the western part of the country.[102] One month after the satellite launch, preliminary estimates—taken toward the end of an extended free preview of SBO on all three systems—showed that around 8,250 of approximately 25,630 subscribers between the three charter systems had signed up for the service, and within three months of the satellite uplink, 58,000 customers (or approximately 32% of their combined penetration) among six of the eleven cable systems that added SBO—in Jackson, Mississippi; Chicago, Illinois; Fort Pierce and Vero Beach, Florida; Tulsa, Oklahoma; Fort Smith, Arkansas; and Laredo, Texas—had signed up for the service, joining 260,000 subscribers in the Northeastern U.S.[103][104]

SBO estimated that 11 cable systems received its signal via satellite by the end of February 1973.[105] SBO achieved coast-to-coast distribution in March 1973, when TelePrompTer added the network to its Seattle–Tacoma, Washington, systems, extending its reach to the West Coast.[100] By 1973, two fledgling cable networks had joined SBO in pioneering satellite delivery for the cable television industry, along with conceiving the concept of modern basic cable service, becoming the first of many to adopt satellite transmission over the coming years: Atlanta-based independent station WTCG-TV (soon to become WTBS), which, through then-owner Ted Turner, became the first independent station to become a national superstation in December 1976; and the upstart CBN Satellite Service (and later to become the present-day Freeform), started by Pat Robertson as the first satellite-delivered religious network in April 1977.[51][106]