(CNN) Four months after being acquired by AT&T, WarnerMedia is making plans for a streaming TV service that will be sold directly to consumers.

WarnerMedia, the division of AT&T that includes HBO, Turner and Warner Bros, announced the new venture on Wednesday.

It will launch in the fourth quarter of 2019, WarnerMedia CEO John Stankey said.

It has the potential to be a direct competitor to Netflix, Amazon Prime Video, and Disney's forthcoming streaming service.

The product will build on the success of HBO Now, which streams live and on-demand HBO programming through apps and smart TVs.

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