Two weeks back I wrote about HBO Nordic and said that their mobile apps hadn't nailed the user experience. Since then, I've tested the service on a Samsung Smart-TV. Having the app supported by the TV itself, makes the lack of Airplay support less of an issue for obvious reasons.
The HBO in-app experience, both in terms of navigation and viewing, is significantly better for TV than for mobile. However, I'm not convinced that 'appifying' the TV experience with individual user interfaces for different channels/content is a great way forward.
Watching great shows in HD on a big screen is a great entertainment experience in itself. The UI should not take focus and more consistency in UI across apps would make life easier for most viewers/users.