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. Internal market research found that the name change could help the service appeal to consumers outside of big cities who have preconceived notions about the HBO brand.Publicly, Warner Bros.
Discovery has positioned a name change dropping “HBO” as preserving what’s special about the HBO brand. Paramount Global took a strikingly different approach with merging Paramount+ and Showtime by stacking the names on top of each other, so Paramount+ with Showtime would not lose either brand’s established appeal. (Or, possibly, neither entity was willing to cede top billing to the other.)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.
Read more on thewrap.com
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