HBO fans are willing to pay a lot to get their fix for shows such as "The Sopranos" and "Sex in the City".

Now HBO is rewarding these paid subscribers by rolling out a new, two-fold service.  The service will provide subscribers with content via the Internet in two flavors -- select downloadable content and streaming live feed content.

HBO is calling its new service "HBO on Broadband".  The only catch is that you must be a subscriber to both HBO on demand and to parent company Time Warner's Roadrunner broadband service.

Users who meet this criteria will have access to the live east coast feed, and numerous movies and TV show episodes.  The downloads expire after 12 weeks or less, and cannot be natively transfered to mobile players.

Currently the service is only available in Wisconsin, but in coming months HBO and Time Warner will roll out the service across the country.  Interestingly, the service is currently not Mac compatible, and also only supports a 32-bit Windows client.  An OS X Client for Leopard or a 64-bit client for Windows Vista may be in the works, however.

HBO is not the first media content provider to put its content online.  NBC and Universal recently launched a new service called "Hulu".  Both NBC and ABC provide content available to download through their sites and through partners, as well.