By Daniel Holloway Executive Editor, TV The HBO brand has for decades been the gold standard in premium television — so it made sense for AT&T to build its high-stakes streaming play around HBO after acquiring corporate parent TimeWarner.
HBO “stood for a lot of things that were positive,” says Kevin Reilly, chief content officer for Warner Media and Direct to Consumer, who was involved in the earliest conversations about how to brand what would become HBO Max.
But positioning the new streaming service, which launches May 27, as an extension of HBO has also created some challenges from the consumer perspective — not least that multiple other iterations of HBO are already in the marketplace.
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