Max's Asia roll-out strategy and reading the Aussie launch tea leaves
JB Perrette, president of streaming at WBD, is doing the press media rounds talking up the Asian Max footprint expansion.
In Europe, the roll-out of Max is multi-branded and takes different shapes and forms depending on the territory, which makes it interesting. But, across Asia, the launch of Max is more simplified:
“Everywhere else we changed from HBO Max, which largely had the content ingested. [Asia] is the one place which combines all of the migrations and transformations: the HBO originals, the Max Originals, the Hollywood ‘pay one’ movies from WB, from Universal, from Paramount. Over time, we’re reclaiming core beloved franchises that have existed on other services, like ‘Friends,’ like ‘Big Bang Theory’ [not at launch] and ‘DC,’ and adding all the unscripted content from the Discovery side. So, number one upgrade is a broader, stronger, richer, deeper content offering,” Perrette said.
Which isn’t to say that the entire approach is as simple as, say, when Netflix just rolled out it’s service across the globe. In Japan, for example, Max exists as a tile within local streamer U-Next. A similar approach was announced earlier this month for New Zealand.
Plans are also a bit different in some Asian territories. In Indonesia and The Philippines, a lower-cost mobile-only subscription plan is on offer. Despite the price-conscious elements of the market(s), WBD is avoiding cheaper ad-supported plans in SE Asia.
But, do expect them in Australia when it launches:
“We don’t think the advertising market is mature enough yet for premium video to make the economics work [..] As we think of other markets, like Australia, which has a more established premium video inventory market, that [AVOD option] may be very much the case,” says Perrette.
And about that Australian launch. The big question on my mind if whether it will be a clean, Max-branded service. Or will it be a tile in an existing service, as with U-Next in Japan and Sky in New Zealand?
The way Perrette is talking about Australia as an AVOD-friendly market, it makes me think we will see a pure-branded Max service locally. But, there’s nothing here that conclusively suggests one way or another. For the moment, I continue to wait.
(My gut feeling is that in Q1 of 2025, I’ll be downloading an app called Max from the Apple app store…)
“We have previously shared that we’ll be launching an Australia direct-to-consumer Max service next year. That’s something which will be rolling out with multiple partners and it will be app-based. Australia is incredibly important for us, because our content is so resonant there,” says Gibbons. Perrette identifies Australia as potentially a top three territory for Max anywhere in the world. Another biggie, South Korea, “we still have to figure out.”
Read more: Variety, World Screen
David Simon speaks out against John Wells
Last week in the newsletter I featured an interview with Homicide: Life on The Street actor Kyle Secor. As I mentioned in that posting, he hosts a very good recap(ish) podcast about the show with former co-star Reed Diamond.
A must-listen this week is an hour-long interview with David Simon. The Wire creator got his break after his investigative book Homicide: A Year on The Killing Streets was adapted into the TV show. Simon later went on to become a writer-producer on Homicide.
Beyond just being a good listen, there is one moment where Simon gets very honest about action taken against John Wells (ER, China Beach, Rescue: Hi-Surf) for stealing elements of his book for the short-lived CBS drama Angel Street. Compelling listening!
Rescue Hi-Surf has been pushed from the coveted post-Super Bowl slot on Fox, replaced by The Floor. Read: TV Insider
US pubcaster PBS is pushing further into the FAST space with a Prime Video deal that will bring 150 local PBS stations to the streamer, along with PBS Kids (which is already found on FAST services globally). Several PBS pop-up stations will also be launched. Read: C21
Meanwhile, PBS writers have authorised a strike. Guild members are calling for animation writers to have full union protections, among other demands. Read: The Wrap
Beyoncé will be the half-time entertainment at Netflix’s Christmas Day Ravens-Texans game. Read: Variety
No doubt bouyed by the success of Presumed Innocent, Apple TV+ has greenlit a TV series remake of Cape Fear. Javier Bardem will star, Nick Antosca will write it, and name producers Martin Scorsese and Steven Spielberg will casg some cheques. Read: Deadline
Netflix’s Nobody Wants This season 2 is expected to start filming in February with a September release. Read: Indiewire
Season 2 of Ahsoka will begin filming in April. Read: Dark Horizons
Rebecca Hall has said she regrets making a public statement against Woody Allen. Read: Indiewire
Showtime has been accused of stealing material from the 2015 film Eden for Yellowjackets. Read: Deadline
Netflix has reportedly assured WWE that streaming difficulties for live events will be kept to a minimum following concerns stemming from the Tyson/Paul fight on the weekend. Read: Newsweek
The first WWE RAW event will be held on Jan 6. Older archive WWE content will be available from Jan 1 worldwide. Read: WWE
The Piano Lesson debuts on Netflix 22 November.
A family clash over an heirloom piano explodes. The battle between brother (John David Washington) and sister (Danielle Deadwyler) - one hopes to sell it, the other refuses to give it up - unleashes haunting truths about how the past is perceived and who defines a family legacy.
The Helicopter Heist debuts on Netflix November 22.
Two childhood friends decide to try one last heist - to rob millions from Sweden's safest cash depot without getting caught. Based on a true story.
The Snow Girl 2: The Soul Game debuts on Netflix January 31.
A mysterious message leads journalist Miren Rojo to investigate the link between a girl's murder, an old disappearance and an elitist school in Málaga.
Australian Netflix show Apple Cider Vinegar about Belle Gibson debuts on the streamer at a date TBA.
This is a true-ish story based on a lie, about the rise and fall of a wellness empire; the culture that built it up and the people who tore it down.
VR game Alien: Rogue Incursion debuts Dec 19 on PSVR2 and PCVR.
That’s the newsletter for today.
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