Warner Bros. Discovery Back and recover one of his most powerful brands, HBO Max

After trying to separate from the legacy of HBOWarner Bros. Discovery has decided to return to his roots: From this summer, Max will be called HBO Max.

The announcement was made during the Upfront In New York. David ZaslavCEO of the company, justified the change by saying:

“The solid growth that we have seen in our global streaming service is based on the quality of our programming. Today they report HBO, the brand that represents the highest quality in the media.”

The decision to originally abandon the name “HBO” was based on wanting to differentiate the prestigious programming of the wide range of streaming services. However, the new context has led to rethinking that strategy.

During the presentation, JB Perrette The Bloys CaseySenior executives of the company has strengthened the idea of ​​betting on HBO identity.

“Our program simply has a different impact,” said Perrette. Bloys added: “We believe it HBO Max Our current proposal represents much better … the contents recognized as unique and, as we have always said in HBO, it is worth paying it. “

The HBO brand returns strongly. And this time, to stay.