• by Wayne Friedman , December 9, 2014

HBO previously announced it wants to target some 10 million TV homes — mostly broadband-only who are young viewers — in delivering a standalone cloud-based TV service.

But speaking at UBS’s Global Media conference on Tuesday, Jeff Bewkes, chairman/CEO of Time Warner, says a bigger opportunity is still coming from those 70 million of the 100 million traditional pay TV homes that don’t subscribe to HBO.

Overall, Bewkes says there is already plenty of satisfaction among a broad range of customers when it comes to pay TV providers — some 100 million out of 110 million U.S. TV homes.

In that regard, Bewkes says HBO will accelerate efforts around a new marketing campaign. “We haven’t done a big HBO marketing campaign in a while,” says Bewkes. Why? Because not all local pay TV distributors have been able to accommodate this effort, he says.

“We are going to coordinate with everyone and get everyone on board," he says. “It’s crazy to fly planes with no one in the seats. They are simply leaving money on the table.”

With regard to efforts around and separate, niche standalone HBO service, Bewkes says it could be done three possible ways — with existing distribution pay TV providers, with new distribution companies, or by Time Warner running the service itself.