In March 2015, Richard Plepler, the CEO of Home Box Office (HBO) announced the company's new 'over the top,' or OTT service, HBO Now, that consumers could stream online for a monthly fee of $14.99 without paying for a cable subscription. Soon, CBS followed and announced its own OTT version for $5.99 a month. Why were HBO and CBS doing this? Was this the beginning of the unbundling of TV? And how should Comcast respond to these changes?