Content from Discovery+ will be added to what’s now HBO Max to create a new streaming service named simply, Max.
In a briefing streamed online and to an invited audience at the Warner Bros. studios in Burbank, David Zaslav, Chief Executive Officer and President of Warner Bros. Discovery emphasised the new tagline.
“Max is the one to watch because it’s easy to navigate. Curation is the key element with consumers and It’s an area where we have real strength. It’s the one to watch because of the one-of-a-kind storytelling of HBO Max which drives subscriber acquisition. And the comfort viewing of Discovery+ which drive subscriber retention. Holding subs is as important as adding subs and together they pack a really powerful one-two punch.”
Zaslav added there would be an update within a few months on the introduction of a news and sports element.
JB Perrette, president and CEO of global streaming and games for Warner Bros said the HBO brand would be “privledged” in the product experience, without “pushing it to the breaking point by forcing it to take on the full breadth of the new content proposition.
“We all love HBO, and it’s a brand that has been built over five decades” to stand for “edgy, groundbreaking entertainment for adults,” Perrette said. “But it’s not exactly where parents would most eagerly drop off their kids. And yet Warner Bros. Discovery has some of the best-known kids’ characters, animation and brands in the industry. Not surprisingly, the category has not met his true potential on HBO Max.”
Max will go live in the United States on May 23 with the promise of 40 new titles and TV show seasons to be added every month. Latin America will follow, but the launch in Europe is likely to be staggered as output deals with broadcasters including Sky and Canal Plus are resolved. In a Tweet, HBO Nederland said it would launch the Max brand next year.
Tech Features
- Premium Video Playback: A new video playback experience will deliver smooth and cinematic video to users, wherever and however they prefer to watch. Whether binging their favourites, watching offline on-the-go, or tuning in on Sunday nights for the latest episode of Succession, users can count on seamlessly diving into their preferred worlds.
- Personalization: Max will expand personalization beyond just the home page, offering a differentiated and high-performing experience for every user across the whole service. By significantly increasing our investment in machine learning while maintaining an editorial voice, Max will deliver a unique human and machine approach that will help surface the best content for our users.
- More Prominent Kids Experience: At launch, Max will introduce a default kids profile for new subscribers along with accompanying parental controls. Parents can choose to customize settings and select to limit content for the kids profile by ratings: little kids (tv-y), big kids (tv-y7, tvy7-fv), big kids plus (tv-g, g), preteens (tv-pg/pg), or teens (tv-14, pg-13). Parents will also have the ability to set individual profile PINs to lock access to their adult profiles, as well as a parent code to lock their children inside of the Max kids experience.
- Simplified Navigation: Max works harder so viewers don’t have to. Streamlined categories, improved content details pages, shortcuts, dedicated brand hubs and thematic content rails, make exploring the app and discovering new interests easier. The updated design coupled with a better personalization engine will help consumers quickly find and discover the best of what they are looking for.
- 4K UHD: The Ultimate Ad-Free tier of Max will have an expanded catalogue of content available in 4K UHD including key programming such as Game of Thrones, The Last of Us, Harry Potter, Lord of the Rings, The Dark Knight Trilogy and more. All Warner Bros. movies released this year and going forward will also be available in 4K UHD when they arrive on Max following their theatrical windows.
Pricing:
Max will offer three pricing options.
- Max Ad-Lite | $9.99/month or $99.99/year
2 concurrent streams, 1080p resolution, no offline downloads, 5.1 surround sound quality - Max Ad Free | $15.99/month or $149.99/year
2 concurrent streams, 1080 resolution, 30 offline downloads, 5.1 surround sound quality - Max Ultimate Ad Free | $19.99/month or $199.99/year
4 concurrent streams, up to 4K UHD resolution, 100 offline downloads, Dolby Atmos sound quality
Source: https://www.broadbandtvnews.com/2023/04/12/warner-bros-discovery-streamer-is-called-max/