For WarnerMedia Entertainment and Direct-to-Consumer chairman Bob Greenblatt, developing HBO Max was like “setting up almost an entirely new network.” “We had to come up with a co…
“We had to come up with a content group and an acquisitions group and a scheduling group,” he said during the NAB Show Executive Leadership Summit, produced in partnership with the Variety Streaming Room. “We are going to schedule HBO Max in a way that is done sort of the old fashioned way, with people coming up with what shows are delivered when, and what shows they should go with.
HBO Max, priced more than its competitors at $14.99 a month, is relying on its deep vault of library programming to differentiate it from Netflix, Disney Plus and its various competitors. But Greenblatt was quick to note that the streaming service will also launch with six TV series, including Anna Kendrick starrer “Love Life” and an Elmo talk show, as well as all of HBO’s original programming, such as the upcoming “Perry Mason” and “Lovecraft Country.
For example, there will be carousels of “Friends” episodes grouped by “certain funny and interesting sort of themes,” he said. “Anything you bring the market in this space is high stakes. I mean, we just saw Disney transform their entire company to bring [Disney] Plus to market and what a stunning success that is,” said Greenblatt. “So, yes, the stakes are really high. And we knew that HBO being fundamental to the platform was gonna keep the stakes really high for us as well. And yet, we also knew that that brand means something to the audience, not only here domestically, but around the world.
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