For Comcast, the Hitz are coming, albeit not all at once.

As it said it would in late May, the operator started today replacing Cinemax channels with its own on-demand movie network, Hitz.

According to a premium-tier customer in a Philadelphia suburb, three of his five Cinemax channels are now listed as “HITZ, HITZ2 and HITZ3.”

“I’ve confirmed everything is moving forward as planned,” a Comcast press rep told MCN in an email this morning. 

The largest U.S. cable operator announced on a marketing page in late May that it was going to replace WarnerMedia-owned premium channel Cinemax with Hitz, effective July 17.

Comcast is apparently just slow in updating its marketing collateral to reflect the transition.

As of this morning, Cinemax is still listed as being a part of the premium tiers for which it was supposed to be replaced by Hitz. For example, Cinemax is still listed along with sibling network HBO, Showtime and Starz in the 260-plus-channel Xfinity Premier bundle.

And notably, Cinemax is still included on a Comcast marketing page devoted to premium channels offered by the operator. These also include Epix and Showtime Networks-owned The Movie Channel.

Hitz, Comcast said, would replace Cinemax today, offering a rotating selection of 200 films from major studios on-demand. But it’s still not included on this premium channel page.

Effective today, the operator said, Cinemax is still be available to Comcast subscribers, but only as a $12-a-month premium add-on. The Comcast rep said the operator will continue to promote that a la carte option. 

RELATED: Comcast Set to Replace Cinemax with New On-Demand Movie Service Hitz

“After Hitz launches on July 17, the easiest way to find Hitz will be saying ‘Hitz’ into your X1 voice remote," Comcast said while announcing the channel. "Hitz can also be found in the Networks section of the On Demand menu. You can also see current Hitz movies in the on-screen grid guide — frequently near other movie services.”

Since Hitz was announced, Comcast reps have worked the message boards and tried explain the switch to customers, some of which are bereaved.

On July 4, for example, Comcast user “megdrex” complained, "We all know we're losing six channels and gaining one worthless piece of garbage.”

Verified employee “ComcastPhill” responded that the cable operator has the contractual right to “add, change and remove” channels.

He further explained, “Most of the movies on Cinemax have also aired on HBO, which creates a duplication since your TV package also includes HBO. By adding Hitz to your package for no additional charge, we’re offering a comparable number of movie titles to Cinemax.”

Hulu is adding Starz and Starz Encore to its list of premium add on networks.

Starting Tuesday, subscribers to Hulu's live and on-demand services  can pay $8.99 to add the Lionsgate-owned premium networks to their channel lineup.

The addition coincides with the season four premiere of Starz original series Outlander on Nov. 4.

Notably, repeats of another flagship Starz original series, Power, are already available on Hulu’s subscription video on demand service under a previous deal.

Related: Will Disney Sell Its Hulu Stake to Comcast?

Hulu already provides add-on access to HBO, Showtime and Cinemax. 

Amplifying its role as an aggregator of aggregators, Comcast is testing a new feature for its X1 platform that collects, surfaces and presents all of the premium channels and a growing mix of subscription VOD services that are available from the cable operator on top of the customer’s regular pay TV package.

Comcast said the “Manage Channels” feature is being tested with a subset of X1 subscribers, and that it offers another way to drive awareness to those services and a method for customers to access and manage them. About 55% of Comcast’s residential video subscriber base is on X1.

For customers that have access to the test, the Manage Channels option is accessible via the X1 Apps section and presents choices in rows for Premium Channels, Subscription On Demand Channels, Sports Entertainment Packages and International Channels.  Customers can add services via the interface and see which ones they are already subscribed to.

Comcast is testing out Manage Channels as it continues to tack on SVOD services that can drive incremental revenues while using X1 to more firmly establish the operator as an aggregation point for those services.

“X1 has been a game changer for us…We’re an aggregator of aggregators,” Brian Roberts, Comcast’s chairman and CEO, said in February at the Morgan Stanley Technology, Media & Telecom Conference in San Francisco.

While customers are likely aware that Comcast offers premium services like HBO, Showtime and Starz, the new aggregation point highlights a growing mix of subscription VOD services that are also available. 

That mix includes Gaiam TV ($6.99 per month), Up Faith & Family ($4.99), Filipino On Demand ($7.99), Stingray Karaoke ($6.99), Gaia ($9.99), Anime Network ($6.99), Grokker  Yoga Fitness ($6.99), Here TV ($7.99), KidStream($4.99), Dog TV ($4.99), History Vault ($4.99), Lifetime Movie Club ($3.99), and AMC Premiere, a new commercial-free option that costs $4.99 per month.

RELATED: Comcast, FX Team on Commercial-Free Subscription Option

OTT video options are also starting to enter the fray on X1. Comcast currently integrates Netflix, and has plans to add YouTube (including access to the YouTube Red subscription service) and Sling TV.

RELATED: Comcast to Stream YouTube on X1 Boxes