In the same week that Warner Bros Discovery’s HBO Max morphed into Max, rival Comcast has fleshed out a new video streaming package targeted at Xfinity Internet subscribers and prospective pay TV churners – under the familiar branding of Now TV. Now TV marks a first tentative step for Comcast towards a fully IP-delivered pay TV package, as the eventual heir to the cable TV empire – taking a leaf from the book of its European subsidiary Sky which has been plowing a path to all-IP since 2017. This new streaming TV channel package is effectively Comcast attempting to define its own future, rather than putting the future of its video business in the hands of Google and vMVPDs –…