WHAT’S new at HBO Asia nowadays? Just about everything, from the scheduling and between-movie interstitials, to the on-air look and the redesigned web site.This transformation wasn’t dramatic or instant: the changes were phased in incrementally. The final element – the launch of the ‘new look’ for the main HBO channel, is set for this month.The channels started promoting the new web site in August, including running a contest where those who signed up for HBO’s online mailing list and answered some questions correctly stood a chance to win two MacBooks.HBO executives insist that none of these initiatives is prompted by encroaching competition from other regional or local movie channels. “It’s all about getting new subscribers on board and increasing the usage of current subscribers,” says Suarina Chua, Senior Vice President, Sales & Marketing, HBO Asia.“The objective is to ensure our viewers can maximise the value of the HBO subscription of all the channels that we offer. With the enhancement of our new scheduling, subscribers have more viewing choices at any one time and can watch our movies when it is convenient for them, therefore getting more out of our service.”