HBO Max to Launch as MAX in the Benelux: Warner Bros. Discovery and Omroep MAX Reach Agreement

Oct 8, 2023 at 9:15 AM Update: 2 hours ago

The new American streaming service MAX, which will come to the Netherlands in 2024, will be called HBO Max in the Benelux. This decision follows discussions between parent company Warner Bros. Discovery and Omroep MAX, which has the rights to the MAX name in the Benelux.

Broadcaster MAX was considering taking legal action if HBO Max used the name in the Netherlands. The Benelux is the only area where the American streaming service is given a different name.

MAX is a merger of the existing streaming services HBO Max and discovery+. The streaming service will not only feature all HBO and HBO Max series, but also all films from studio Warner Bros. and many programs from Discovery Channel and Food Network.

“Our lawyers and I recently discussed this case with HBO Max,” broadcaster boss Jan Slagter told the news agency when asked. ANP know. “We have explained that our MAX brand and our brand awareness are of great importance to us. Following that consultation, HBO Max has informed us that it will not only use our MAX name for the streaming service in the Benelux.”

HBO Max confirmed this when asked. “Warner Bros. Discovery has chosen to retain the HBO Max brand name for the revamped streaming service when it launches in the Benelux, taking into account local considerations and to continue on the path of success,” a spokesperson said.

‘Pure MAX becomes confusing’

Slagter registered the name MAX for the Benelux when he founded the broadcaster in 2005. “It is especially important for us, because it is an audiovisual media company, just like us,” Slagter explains.

“The addition of Max, such as with HBO Max or VRT Max, is not a problem. But pure MAX becomes confusing. That’s us in the Benelux. Even when we are facing a big giant like Warner Bros. Discovery.”

05 Aug 2022 at 05:49

Streaming services HBO Max and Discovery+ will continue together next year

Beeld: Getty Images

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2023-10-08 07:15:45
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