CNBC: ‘Warner Bros Discovery Close to Picking “Max” for Name of HBO Max Replacement’

Alex Sherman and Lillian Rizzo, reporting for CNBC:

Warner Bros. Discovery executives are close to formalizing a new name and platform for its soon-to-be-launched streaming service that will combine the preexisting HBO Max and Discovery+ services.

The merged platform’s expected name, “Max,” is being vetted by the company’s lawyers, according to people familiar with the matter.

Executives haven’t finalized a decision and the name could still be changed, but Max is the likely choice, said the people, who asked not to be named because the discussions are private. Some senior executives are still debating a final name, said two of the people. Internally, Warner Bros. Discovery has given the new service a code name of “BEAM” while a final name is being debated, said the people. Lawyers are vetting other names, as well.

Not the worst name they could go with. The mistake with “HBO Max” was muddying the premium HBO brand with the “anything and everything” content of a unified app for everything this enormous content factory conglomerate puts online. My big question is what happens to HBO content. Is it stuck in a tab inside the “Max” app, or will there be a standalone “HBO” app too?

Update: Worth mentioning that Disney handles this branding issue pretty well inside its Disney+ app, with permanent banners for major sub-brands like Pixar and Star Wars.

★ Tuesday, 6 December 2022