Apple is in negotiations to bring HBO Go to the Apple TV by mid-2013, reports Bloomberg, citing two people "familiar with the plans." The streaming service is already available to HBO subscribers on Apple’s other iOS devices, as well as competing living room devices like Roku and Xbox.

HBO's reluctance to offer a purely digital service could give its competitors a leg up

As noted by Bloomberg, HBO Go would be the first service on Apple TV to require some kind authentication from a cable provider. This marks a major departure for the platform, which has been completely a la carte up to this point — cord-cutters with Apple's box are free to subscribe to services like Hulu and Netflix without having to pay an additional cable bill. But HBO's reluctance to offer a purely digital service could give its competitors a leg up. Netflix chief content officer Ted Sarandos recently reiterated his company's commitment to original programming, saying he wants to make "at least" five new shows per year.