What’s in a reputation? For the upcoming HBO Max and Discovery+ mixed streamer, it’s loads.
Warner Bros. Discovery is ready to roll out its new mixed service within the spring, with an occasion on April 12 to announce extra info. And although the corporate hasn’t revealed the identify of the brand new streamer but, Patrizio Spagnoletto, Warner Bros. Discovery’s world chief advertising officer, just lately defined the reasoning behind the upcoming moniker.
Throughout Adweek’s Convergent TV Summit on Wednesday, Spagnoletto sat down with Adweek senior reporter Mollie Cahillane and talked about what went into creating the identify.
The Warner Bros. Discovery world CMO first defined that HBO took many years to become the model it’s in the present day—one individuals acknowledge for its high quality. And when coping with a legacy model like that, there are positives and negatives.
“It’s good as a result of it’s very clear it’s a premium model with very particular content material,” Spagnoletto mentioned. “Once we launched HBO Max, we stretched that model to place extra titles below it. And as we now add the Discovery content material library, we’ll stretch it too far.”
Spagnoletto defined the core query the corporate was taking over: “How will we defend and proceed to spend money on HBO as a model however sign change to the general market with a reputation of a service that is part of the aperture?”
He added that the corporate wished the service to proceed to say “high quality” however be put by a broader filter that features the whole lot from Home of the Dragon to 90 Day Fiancé.
“As a result of fairly clearly they’re each high quality, however they’re very completely different parameters of high quality,” Spagnoletto mentioned. “Whenever you’re on the lookout for actuality, lean-back content material, the 90 Day Fiancé franchise is likely one of the most profitable franchises within the historical past of actuality TV. So individuals snort if you say that, however you then put the stats behind it, and also you go, ‘Oh no, that really is an actual metric.’”
Nevertheless, he added that, regardless of the numbers, that doesn’t imply the truth TV collection is an effective addition to HBO.
“That doesn’t compute,” Spagnoletto mentioned.
The purpose is to type “a brand new mosaic of which HBO is a core element however ladders as much as one thing a bit of bit larger,” Spagnoletto defined. This mixed service will successfully host and home all the corporate’s content material.