Starting some time this year, you may have another incentive to go out and grab an Apple TV box.

According to Bloomberg, two people familiar with the plans say that Apple is in negotiations to add HBO Go, HBO’s streaming service, to their Apple TV devices. If finalized, the deal could see and HBO Go app appear on Apple TV by mid-2013.

That would bring over 600 hours of HBO content – TV series, movies, documentaries, and more to Apple TV customers.

Apple TV already sports apps from other streaming video providers like Netflix and Hulu, but having HBO Go could boost the product’s attractiveness. Although HBO Go requires that users already pay for an HBO subscription through a cable TV provider, the allure of the HBO Go app is strong because of the popularity of the content offered.

Although there are plenty of people out there who want HBO content, but refuse to also pay for a cable subscription in order to get it. HBO has given Nordic customers the chance to subscribe to HBO Go sans cable subscription, but they’ve pretty much rejected the idea in the U.S., where many are clamoring for it.

Apple TV wouldn’t be the first Apple product to feature an HBO Go app. iOS users can stream HBO programming via their iPads, iPhones, and iPod touches.

HBO Go is available on those iDevices, Roku, Microsoft’s Xbox, Amazon’s Kinde Fire, and various smart TVs.