Warner Bros. Discovery is working on a new name and platform for its soon-to-be-launched streaming service that will combine the existing networks.
The company's lawyers are vetting the platform's expected name, "Max."
The people, who asked not to be named because the discussions are private, said that Max is the most likely choice. Two people said that some senior executives are debating a final name. According to the people, Warner Bros. Discovery gave the new service a code name of "BEAM" while a final name is being debated. Other names are also being looked at by lawyers.
The app will be similar to Disney+ and Warner Bros. Discovery, according to the people. People said that Warner Bros., Discovery, and DC Comics will be on the platform.
A name was still being considered.
WarnerMedia wanted a new name for the service, according to CNBC. The prestige image of the product was crystalized by branding it with HBO, but several executives felt the name may eventually hurt the brand.
David Zaslav has cut back on the amount of money spent on original series. There is a limited audience that is mostly U.S. based, and the streaming service will offer a lot more than that. People familiar with Zaslav's thinking said that he sees the value in making HBO a sub- brand within the larger streaming offering.
In its most recent earnings call, Warner Bros. Discovery management said that the combined service would be launched in the spring of23. During the earnings conference call, Zaslav said that a team has been preparing for the launch of the combined offering, as well as experimenting with changes to address some of the deficiencies of the existing platform.
The addition of Discovery content is one of the recent changes that reflect that work.
On the call, Zaslav said that the early green shoots show that the two content offerings work well together.
People said that the pricing of the service is still being discussed.
There is debate at Warner Bros. Discovery about whether or not to keep the name of the new service. It's removal from the name will end a run of confusing services. The first two movies were "HBea Go" and "HBea Now".
Warner Bros. Discovery is making changes and cutting costs. Like the rest of the industry, the company is trying to figure out how to make the streaming business profitable, rather than spending a lot of money on content. Zaslav told investors in November that the focus would be on profitability and not subscriber numbers. The company wants to make $1 billion in streaming earnings in the next ten years.
Zaslav said that they had total conviction in the opportunity that was before them.
There are commercial-free monthly subscriptions to Discovery+. Both of them offer cheaper tiers.
The streaming world has lost its edge, as shown in this video.
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