HBO Max
HBO Max is an American subscription video on demand streaming service from WarnerMedia Entertainment, a division of AT&T's WarnerMedia. The service launched on May 27, 2020.
HBO Max is built around WarnerMedia's HBO premium TV service and will include all of its programming, as well as a range of additional original programming and library content from all parts of WarnerMedia, as well as third-party content providers from which WarnerMedia bought streaming rights.
On October 10, 2018, WarnerMedia announced that it will launch an over-the-top streaming service in late 2019, featuring content from its entertainment brands. The original plan for the service called for three tiers with a late 2019 launch. Randall L. Stephenson, chairman and CEO of WarnerMedia's parent, AT&T indicated in mid-May 2019 that it would use the HBO brand and would tie into cable operators as HBO cable subscribers would have access to the streaming service. A beta was expected in the fourth quarter of 2019 and full launch in first quarter 2020 at the time.
Otter Media was transferred in May 2019 to WarnerMedia Entertainment from Warner Bros. to take over the streaming service as Brad Bentley, executive vice president and general manager of the for direct-to-consumer development exited the post after six months. Andy Forssell transferred from being chief operating officer of Otter to replace Bentley as executive vice president and general manager while still reporting to Otter CEO Tony Goncalves, who would lead development.
On July 9, 2019, WarnerMedia announced that the service would be known as HBO Max, and would launch in spring 2020, while Reese Witherspoon's Hello Sunshine and Greg Berlanti were signed to production deals for the service. (The "Max" moniker is shared with HBO's sister linear pay TV service Cinemax, which has alternately identified by its suffix name since the mid-1980s and used it prominently in its branding from 2008 to 2011.) On October 29, 2019, it was announced that HBO Max will officially launch in May 2020.
On January 8, 2020, AT&T announced that Audience, a channel exclusive to subscribers of AT&T-owned TV providers such as DirecTV with some original programming, would end operations in its current format later that spring, and will transition to a barker channel for HBO Max. Warner Bros. and HBO Max announced the Warner Max film label on February 5, 2020, which would produce eight to ten mid-budget movies per year for the streaming service starting in 2020. On April 20, 2020, WarnerMedia announced HBO Max's launch date as May 27
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