The TV manufacturers are under pressure to find new ways to convince consumers to upgrade, and not just buy the cheapest set. At IFA, all the major TV manufacturers showed 4K sets, which have a resolution of 3,840-by-2,160 pixels. (Today's "full HD" resolution is 1,920-by-1,080 pixels)

But to get 4K content to those sets, HBO and the rest of the TV industry would have to throw out its current production and distribution infrastructure and build a new one -- something most broadcasters and content providers only recently completed with the switch from standard to high definition.

"That makes us look at 4K somewhat skeptically. From my perspective, I have looked at 4K and we are prepared to, if it really comes to pass, maybe offer it on an on-demand basis," said Zitter.

The reason Zitter is skeptical over the commercial potential for the technology is the TV sizes needed for consumers to see a difference between the current "full HD" and 4K content.

"They need a screen size that is greater than 60 or 70 inches. You can't see the difference on a screen that is smaller than 60 inches," said Zitter.