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‘Don’t Call It HBO’ Max video service launching next month

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<p>What do you get when you mix HBO Max and parts of Discovery+? Max. That’s the name of the new streaming video service from Warner Bros. Discovery launching next month. The totally original, utterly distinctive, completely creative name has been rumored (https://www.cnbc.com/2022/12/05/warner-bros-discovery-max-streaming-service-name.html) since December. The marketing department either couldn’t conjure a better name or, more likely, couldn’t convince their bosses that something including HBO, you know, signaled that this is the HBO stuff.</p>
<p>The top brass at the merged media companies (https://www.nytimes.com/2021/05/17/business/warnermedia-group-discovery-merger.html) certainly aren’t married to the HBO brand, despite those three letters being synonymous with prestige television. The Apple TV+ approach of having fewer shows with a higher value (than, say, Netflix) is regularly described as the HBO strategy. (Apple also inked an exclusive deal (https://9to5mac.com/2020/01/02/hbo-leo-reaches-apple-tv-deal/) with the HBO guy.) It could be that the Discovery brand is just boring or too closely associated with reality shows and ex-HGTV talent, and the bros from WBD are showing max hubris. </p>
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