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
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.”