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WBD to rebrand streaming service as Max in Latin America

A promotional image for Warner Bros Discovery's Max streaming service in the Apple App Store. (Courtesy image)
A promotional image for Warner Bros Discovery’s Max streaming service in the Apple App Store. (Courtesy image)

Warner Bros Discovery (WBD) will relaunch its flagship streaming service in Latin America under the Max brand identity later this month.

In an interview with entertainment trade publication Variety, the President of WBD’s Latin America and Hispanic business said its former HBO Max streaming service will relaunch as Max on February 27 as the company continues to expand its direct-to-consumer business overseas.

Max will offer a slate of acquired movies and series from the United States along with a number of regional-specific TV shows and films, including a show based on the book “Like Water for Chocolate” led by actor Selma Hayek. Another, called “City of God,” will take place 20 years after Paulo Lins’ novel of the same name.

“To truly reach all segments of the population with a product like ours, it’s essential to not only offer our international content but also provide something that resonates with people, something relevant to their lives,” Medin said in an interview with Variety.

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Medin noted that Max will offer “37,000 hours of content” when it launches in Latin America, “and we will cover virtually all programming genres: series, movies, but also novelas, documentaries, lifestyle, reality shows, live shows, sports and that, when combined with the strength of our brands, allows us to have another advantage in navigability and content selection.”

When Max replaces the current streaming app, it will be “faster, more-robust, more customizable, more intuitive and feature greater discoverability” than the former app. And, as in the United States and other regions, it will curate content from WBD’s other brands, including Cartoon Network, Adult Swim, Discovery Kids, TLC, HGTV and more.

Max in Latin America will be unique, in that streamers won’t need a credit card or bank account to pay for the service. Instead, Max will reach consumers through distribution deals with pay television providers and other companies that offer bundles of streaming services. Many of these services can be purchased at brick-and-mortar retail stores on an upfront basis, similar to paying a utility bill.

When it debuts in Latin America, Max will offer three streaming subscription prices, with discounts if customers are willing to take an annual plan.


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Matthew Keys

Matthew Keys is a nationally-recognized, award-winning journalist who has covered the business of media, technology, radio and television for more than 10 years. He is the publisher of The Desk and contributes to Know Techie, Digital Content Next and StreamTV Insider. He previously worked for Thomson Reuters, the Walt Disney Company, McNaughton Newspapers and Tribune Broadcasting.
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