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Max Is Changing Its Name to (Get This!) HBO Max
Yes, the streamer is going back to its old ways.
After spending multiple years and many millions of dollars trying to convince consumers (and TV industry reporters) that using “HBO” in the name of its flagship TV service was too limiting and no longer ideal, WBD chief David Zaslav will announce a full retreat from the Max-ification of HBO Wednesday morning at his company’s upfront presentation to advertisers. “With other services filling the more basic needs with volume, WBD has clearly distinguished itself through its quality and distinct stories, and no brand has done that better and more consistently over 50+ years than HBO.” And in a sentence that may well earn a Corporate Spin Hall of Fame award, WBD called its decision “a testament to WBD’s willingness to keep boldly iterating its strategy and approach — leaning heavily on consumer data and insights — to best position itself for success.” Or, perhaps, to position it for the inevitable decision to merge HBO Max with another streaming service a few years down the road.
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