David Zaslav Might Be Stupid

Sharon Knolle and Scott Mendelson, reporting for TheWrap:

Warner Bros. Discovery is pushing forward with a plan to drop “HBO” from the name of its flagship streaming service HBO Max. That decision for the long-planned rebranding of the combined HBO Max and Discovery+ services was partially informed by the company’s belief that “the HBO name turns off many potential subscribers,” Bloomberg reported on Thursday and TheWrap independently confirmed.

The name change is meant to signal that the service will not just be HBO Max with Discovery content, nor will HBO Max be ported over to Discovery+. “Max” is the leading contender, though Warner Bros. Discovery CEO David Zaslav said on a recent earnings call that the new name would be officially unveiled April 12. [...]

When HBO became an award-winning juggernaut in the ’90s with “Sex and the City” and “The Sopranos,” the catchphrase used in its marketing was, “It’s not TV. It’s HBO.” A new motto could well be: “It’s not HBO. It’s Max.”

Changing the name of the streaming service to just “Max” has been rumored for months, and it sounds just as stupid now as it did then.

★ Monday, 13 March 2023