Is there any content company not interested in dealing with Apple's (NASDAQ: AAPL) iTunes platform? According to Portfolio.com, media conglomerate Time Warner (NYSE: TWX) would like to see its HBO programming distributed on Apple's best-of-breed digital service. An announcement of a deal could be forthcoming very soon.

While some many question the move since HBO is a premium subscription service and could conceivably lose some of its allure, I think it is smart strategy. Digital distribution isn't going away, and HBO needs to be part of every platform, even iTunes. Plus, imagine the possibilities to really cash in here. What if the finale of The Sopranos had been sold on iTunes before it aired? Little experiments like this would not only be valuable in terms of testing contemporary theories about distribution paradigms in the 21st century, but they might also be profitable.

Perhaps the key element of this story is that it seems as if Time Warner was able to convince Apple that its content is worth more than the typical iTunes price point of $1.99. This is important because price elasticity will ultimately determine the overall value of a content library. Apple would, of course, like to charge the bare minimum to the users of its hardware, but where does that leave an HBO? No, HBO would be smart in starting as high as possible in terms of price and then adjusting after a full analysis.

I look forward to seeing this agreement announced, and if it is, I think HBO will not only make some money with Apple, but it will find that the pay-cable channel's brand equity will be boosted in the bargain. Some iTune users might actually be prompted to subscribe. HBO is known as a home for quality programs -- I loved the old Tales From the Crypt series -- and it may soon be known as an iTunes top seller.

Disclosure: I don't own shares in any company mentioned here; positions can change at any time.

Some good news has emerged for premium cable network HBO, a unit of Time Warner, Inc. (NYSE: TWX). During the past few years, the channel's high-profile losses of Sex and the City, Six Feet Under, and finally, The Sopranos raised speculation that HBO could be struggling for new hits and new subscribers.

But according to the latest subscription figures, the number of HBO faithful has actually risen slightly in the first full quarter since Tony Soprano and his families faded to black in June. The new data shows that HBO's subscriber base rose by 80,000 in its third quarter to 28.94 million, an increase of 0.3%. Monthly subscription fees make up the vast majority of HBO's total revenue, which is expected to hit $3.7 billion this year.

SNL Kagan analyst Deana Myers told Reuters: "It seemed like a lot of people said they were going to cancel HBO after Sopranos ended ... it did seem like it was going to go down." Perhaps the amusing Entourage or the darkly comic Curb Your Enthusiasm have expanding fan bases? Or maybe people hold on to their premium channels for the sports and movie offerings? It could be that folks are just too lazy to call their cable providers. Either way, it's a nice nugget of surprising news for HBO and TWX. Now if we can just work on that writers' strike ...

Beth Gaston Moon is an analyst at Schaeffer's Investment Research.

Even the majesty that is LeBron James couldn't trump Tony Soprano. Game 2 of the NBA finals, which aired on Walt Disney's (NYSE: DIS) ABC Network, saw a drop in ratings as the San Antonio Spurs won 103-92, going up two games to none against the James-led Cleveland Cavaliers.

Early numbers revealed that the game posted an overnight rating of 6.9 on the network, drawing 5.6% of U.S. TV households. This represents a 24% drop from the previous year's 9.1 rating for Game 2 of the Dallas Mavericks/Miami Heat series. NBA officials cited The Sopranos season finale for a large reason why folks weren't tuning in to catch some hoops. Available in 30 million households, the HBO show drew 11.9 million viewers; the game attracted 8.5 million viewers during the same hour-long time slot.

But The Sopranos finale was just one hour on one night. Maybe the sagging ratings are because both San Antonio and Cleveland are relatively small markets (number 37 and 17, respectively)? Or perhaps in the post-Jordan era, people just don't care as much about professional basketball?

According to USA Today, ESPN's NBA playoff broadcasts this season averaged 2.4% of cable TV households - on par with the rock-bottom numbers of 2003 - while ABC says its regular-season games (up to the finals) have seen ratings drop 40% from 2003 levels.

To maintain a fleeting hope that this year's finals won't set an all-time ratings low, ABC needs the series to go 6 or even 7 games. With the Cavs now down three games to none, that's a severely unlikely possibility.

Beth Gaston Moon is an analyst at Schaeffer's Investment Research.

Penning the series finale to a beloved show is a thankless job. A program's resolution is never quite good enough, and always leaves fans feeling disappointed, cheated, or flat-out angry (one notable exception, in my opinion, was the final offering of Newhart). Creator/writer of The Sopranos, David Chase, apparently couldn't please his rabid army of fans hungry for a fitting end to their favorite Mob family.

After the final curtain was drawn yesterday evening on the sixth and final season of the beloved series, angry fans began to stalk the HBO website. Countless letters of strongly-worded outrage at the show's less-than-fulfilling outcome (I won't post any spoilers here) ultimately crashed the site of the cable network, which is a unit of Time Warner Inc. (NYSE: TWX).

The Sopranos, which centers on the life of Tony Soprano (the inimitable James Gandolfini) as he balances his home life with his responsibilities as a high-ranking official in the world of organized crime, is the final of HBO's cash cows to bid adieu. While Entourage and Big Love are critically acclaimed, they do not attract the ratings of Sopranos (or former success story Sex and the City).

The Sopranos finale evidently angered so many viewers that some analysts are predicting a rapid spike in cancellations of the premium service, which costs about $10 to $15 each month, depending on your cable provider.

Beth Gaston Moon is an analyst at Schaeffer's Investment Research.

Time Warner Inc. (NYSE: TWX) CEO Richard Parsons shouldn't turn HBO into a premium movie channel following Sunday's finale of The Sopranos as some on Wall Street had suggested.

There are just too many ways for people to watch uncut and unedited movies these days, ranging from video-on-demand to movie rentals to other cable channels. It's far too late for HBO to turn the clock back to the 1980s and 1990s when viewers were always able to count on one of the "Porky's" movies showing up on its broadcast schedule. The public expects more from HBO.

To be sure, The Sopranos will pay dividends for Time Warner for years to come from DVD sales, video-on-demand and possibly a movie or movies. An Associated Press story mentions that reruns of the crime drama boosted viewing on A&E. But die-hard fans of the drama won't stand for a cleaned-up version of the show forever. The novelty will wear off just as it has for Law & Order.

HBO needs to find a new hit to replace The Sopranos and needs it soon. Entourage is still great though I think it's running out of gas creatively and Real Time with Bill Maher continues to be entertaining. I saw the preview for the new drama John from Cincinnati on HBO.com and don't know quite what to make of it.

None of these programs, however, will be able to fill the hole left by The Sopranos, which was the main reason why many people subscribed to HBO. For consumers, there is a bright side because I suspect that cable companies will be offering huge discounts to keep HBO subscribers from bolting. That is only going to be a stopgap measure at best.

Moreover, rival Showtime, which toiled for years in HBO's shadow, has recently gotten much better. The channel is home to Weeds, one of the best shows on television. David Duchovny's new program Californication also looks interesting. Given a choice, I bet many viewers would keep the Viacom Inc. (NYSE: VIA) pay channel over HBO.

HBO is facing these challenges without Chris Albrecht, the executive who helped make the network into the juggernaut it is today. Albrecht, who was responsible for hits including Sex and the City, was ousted last month following an arrest for domestic violence. The impact of his departure won't be noticeable on the programming for a while. Investors, however, may notice it much sooner on the company's balance sheet.

Now that the company's cable business is separated, Time Warner will count on its other businesses for profit growth even more than it did before. The company's Networks business, which also includes the Turner cable channels such as CNN, had revenue of $2.4 billion in the first quarter, little changed from a year earlier. Operating income rose 6% to $860 million, helped in part by increased subscribers at HBO.

Even though the challenges are tough, I am convinced HBO is up to them. The channel consistently attracts top-flight creative people and one of them will come up the next mega hit, though it may not happen immediately. The question is whether investors who are already not thrilled with Time Warner will be patient enough.

Otherwise, some big shot executives at the media conglomerate may get whacked.

It's been a heck of a run. Time Warner Inc. (NYSE: TWX) and its spin-off Time Warner Cable (NYSE: TWC) have reaped many financial and publicity-related benefits with the HBO hit series The Sopranos. But as any mobster would tell you, all good things inevitably get whacked. Or do they?

Is HBO really going to kill off Tony Soprano? That's the question on everyone's lips, with only about 100 hours to go before the season's much-hyped finale. But apart from the character, do the companies behind the man want to kill off potential future revenue? There is plenty to be made at the end of the series, of course, including key DVD and boxed set sales. But the really big payoff remains: Tony Soprano. The public still doesn't know if he lives or dies. The same goes for the rest of his crew and his rivals, but Tony is the key since without him any derivatives would be called The Goombas.

So this might not be the end after all for Tony. Since this was a huge driver for Time's HBO unit, it is hard to believe HBO won't try to milk it with future offshoots or at least some cameo shows.

Regardless of who lives and dies in the finale of the mega-hit series, the chances of an offshoot series called The Leotardos" has a name set for failure. Most likely -- given the "follow the money" theory -- if Tony Soprano dies, Time Warner will decide that any future continuation of the series just doesn't merit the costs.