Warner Bros. Discovery has stripped ‘HBO’ from its streaming service name, which now will simply be called Max, signaling a new era for the company’s streaming ambitions.
There was a lively debate over its name, according to a former insider because they knew they needed some muscle to compete against such powerful brands as Netflix, Disney, Amazon Prime. The launch team researched various monikers, including Warner Bros., the legendary nearly 100-year-old film studio.
Executives planned to widen the programming scope to include Warner Bros. movies and streaming originals, including “The Flight Attendant,” and “12 Dates of Christmas.” So they linked HBO with Max to signal to viewers the service would have more content, including popular mainstream programs, including reruns of “Friends.”
When the service launched, there confusion because there had been multiple incarnations of HBO, including the digital. AT&T retired those, keeping HBO Max as the standard bearer but still, the service was more expensive than its rivals. But the Discovery executives faced a dilemma, post-merger. The streaming service they launched nearly two years ago, Discovery+, proved to be an unexpected hit with consumers who loved Discovery’s distinct unscripted and lifestyle shows and the low price-point.
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