I saw on another thread that it will be 10/1 and on some other sites 9/30. It looks like this week. If the past is any indication the guide information won't load in for the first day.
I am thinking it will be part of Digital Preferred if Chicago is any indication, where it was launched earlier this year. Also On Demand where maybe there will be some additional offerings for movies?
I've also seen Ovation being added to some areas too so maybe that will be coming soon?