But removing it from the name will also end a run of HBO-branded streaming services that have confused consumers. Discovery about keeping HBO in the name of the new streaming service given its prestige. Zaslav and his team see the value in making HBO a sub-brand within the larger streaming offering, said people familiar with their thinking. based, and the streaming service will offer much more than HBO - including reality TV from Discovery, news documentaries from CNN, movies from Warner Bros., kids programming, and possibly, eventually, live sports. Still, HBO has a limited audience that's largely U.S. While branding HBO Max with HBO crystalized the prestige image of the product, several executives felt the name may eventually dilute the HBO brand as consumers conflated it with everything on the streaming service.Ĭhief Executive David Zaslav has cut back on HBO Max original series spending, which has helped reform HBO's branding. Discovery spokesperson said a name was still being discussed.ĬNBC reported last year that WarnerMedia executives wanted a new name for the combined streaming service. will be among the landing hubs on the platform, the people added.Ī Warner Bros. HBO, Discovery, DC Comics and Warner Bros. Discovery's brands as individual tiles, the people said. The app itself will share similarities with Disney+'s platform, with Warner Bros. Lawyers are vetting other names, as well.
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Discovery has given the new service a code name of "BEAM" while a final name is being debated, said the people. Some senior executives are still debating a final name, said two of the people. Personal Loans for 670 Credit Score or LowerĮxecutives 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. Personal Loans for 580 Credit Score or Lower
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