More than two years after the cable industry began promoting the concept of TV Everywhere, offering paying subscribers access to cable networks and shows online and on-demand, Time Warner, Inc. is finally moving to introduce live streaming of its TBS and TNT networks 24 hours a day to authenticated cable, satellite, and telco-TV subscribers.

The move comes just a few days after ABC announced its own Watch ABC service, which will also only be available to customers with a pay television subscription.

The move is designed to increase viewing and advertising opportunities for the Time Warner cable networks. Since online viewers will need credentials supplied by their pay-TV provider to reach the streams, non-paying viewers will be kept away.

A number of providers have their own implementation of TV Everywhere, introducing apps and viewing portals where paying customers can scroll through and watch cable channels without having to visit the website of each network.