An HBO Max exec explains how the streaming service retooled its launch marketing to focus on creating digital chatter among at-home consumers and carving out a distinct voice for its brand (T)

Tuesday, 26 May 2020, 20:05:41
HBO saw from shows like “Game of Thrones” how viral and culture-hitting moments can drive viewership, and its new sister brand, HBO Max, is embracing social and digital media leading up to its streaming debut. Katie Soo, who oversees growth marketing for HBO Max, told Business Insider how the forthcoming streaming service is leveraging social media and pop culture in its launch marketing. HBO Max’s marketing creative aims to strike a “more fun and playful tone” than the HBO brand to distinguish itself from its premium-TV sister, Soo said. Her team is also reacting on social to trending stories, like a May article from The Cut on the varying attractions of “Lord of the Rings” characters Aragorn and Legolas, as well as hosting watch parties, livestreams, and influencer-driven campaigns. “We have to market in a way that not only appeals to broader groups, but everything also needs to be authentic,” Soo said. “Take ‘Crazy Rich Asians’ … the way our communities lifted the story, localized the campaign, and showcased the film is exactly the way we need to think about diversifying our messaging.” Click here for more BI Prime stories .
— Business Insider

THE INTERNET OF MEDICAL THINGS: The coronavirus is catalyzing a need for healthcare IoT in the US — here’s how connectivity and technology providers are carving out their place in the market

Tuesday, 26 May 2020, 17:12:00
This is a preview of the Business Insider Intelligence Internet of Medical Things premium research report. Purchase this report here. Business Insider Intelligence offers even more technology coverage with our Connectivity & Tech Briefing. Subscribe today to receive industry-changing connectivity news and analysis to your inbox. Healthcare providers have been turning to the Internet of Medical Things (IoMT) to facilitate their digital transformation since before the coronavirus hit the US — but the pandemic has caused a sea change in providers’ willingness to implement IoT solutions that augment efforts in preparing for, containing, and diagnosing the virus. As the backbone that powers the IoMT, connectivity and technology providers have a mounting opportunity to capture a larger slice of the market as it evolves alongside the coronavirus pandemic. Prior to the pandemic, healthcare providers were forecast to adopt IoT devices at one of the fastest rates of any industry segment, with the installed base of IoT endpoints expected to grow 29% year-over-year in 2020.
— Business Insider

HBO Max: Everything you need to know about AT&T’s new streaming service

Tuesday, 26 May 2020, 16:36:46
HBO Max, AT&T’s bet-the-farm streaming service, is about to take on Netflix, Disney+ and Hulu. It has a lot going for it: a deep content vault and the exclusive streaming home for DC superheroes, Turner Classic Movies and some of the world’s most celebrated TV shows. But it comes with a hefty price tag.
— CNN RSS

‘We’re closing deals every week’: HBO Max’s content chief on launching a Netflix rival during the pandemic, how it’s different than HBO, and the Snyder Cut

Tuesday, 26 May 2020, 15:33:15
WarnerMedia’s new streaming service, HBO Max, launches on Wednesday. Its content chief, Kevin Reilly, talked to Business Insider about the importance of closing deals amid the coronavirus pandemic, which has impacted production of original programming. He explained how a Max original will differ from HBO’s original TV shows and movies: “There’s a similar focus on quality and ambition, but much broader.” Reilly discussed what to expect from Max’s DC originals, saying they’ll have “the highest level of cinematic production values,” and why “Doom Patrol” season two will stream on both Max and DC Universe. Reilly also talked about the Snyder Cut, “Harry Potter,” and other topics in our wide-ranging conversation. Visit Business Insider’s homepage for more stories . WarnerMedia’s expansive new streaming service, HBO Max, launches on Wednesday as the company looks to go head-to-head with Netflix. In some ways, it’s a great time to debut a new service, with at-home consumers looking for more TV programming to watch and streaming subscriptions surging.
— Business Insider

AT&T Stock Dogged by Attacks on Its 5G Product

Tuesday, 26 May 2020, 14:43:31
No summary available.
— 24/7 Wall street