1 00:00:00,360 --> 00:00:04,280 Speaker 1: Huntsville, Alabama in nineteen forty six, a city that was 2 00:00:04,320 --> 00:00:09,119 Speaker 1: as American as Apple Strudel. From l A Times Studios 3 00:00:09,200 --> 00:00:13,560 Speaker 1: comes paper Clip, a podcast sponsored by Amazon Studios and 4 00:00:13,640 --> 00:00:18,160 Speaker 1: inspired by its Emmy eligible dramatic series Hunters, starring Al 5 00:00:18,200 --> 00:00:22,440 Speaker 1: Pacino and Logan Leharman. Join host Michael ian Black as 6 00:00:22,480 --> 00:00:25,120 Speaker 1: he teams up with a Cold War scholar to explore 7 00:00:25,200 --> 00:00:29,240 Speaker 1: Operation paper Clip, a real life top secret program that 8 00:00:29,320 --> 00:00:33,040 Speaker 1: brought Nazi scientists to the American heartland to work on 9 00:00:33,120 --> 00:00:37,880 Speaker 1: government aerospace and medical research projects. Available now on Apple 10 00:00:37,960 --> 00:00:48,879 Speaker 1: Podcasts and all other platforms. Welcome to Strictly Business Varieties, 11 00:00:48,880 --> 00:00:52,800 Speaker 1: weekly podcast featuring conversations with industry leaders about the business 12 00:00:52,800 --> 00:00:56,840 Speaker 1: of media and entertainment. I'm Cynthia Littleton, business editor for 13 00:00:56,960 --> 00:01:00,960 Speaker 1: Variety Today. My guest is Bob Greenblatt, chairman of Warner 14 00:01:01,000 --> 00:01:04,680 Speaker 1: Media Entertainment and Direct to Consumer. Greenblatt has a long 15 00:01:04,760 --> 00:01:08,120 Speaker 1: resume in the television business. He's known for turning around 16 00:01:08,160 --> 00:01:12,400 Speaker 1: the fortunes of Showtime and NBC. Since March of last year, 17 00:01:12,440 --> 00:01:15,600 Speaker 1: he's been the executive leading the charge behind HBO Max, 18 00:01:15,959 --> 00:01:18,800 Speaker 1: the streaming service from Warner Media that makes its debut 19 00:01:18,920 --> 00:01:22,240 Speaker 1: today it's a four billion dollar bet for a T 20 00:01:22,400 --> 00:01:25,319 Speaker 1: and T that's streaming is the future profit engine for 21 00:01:25,360 --> 00:01:29,640 Speaker 1: its media businesses. Greenblatton I spoke on May eleventh, is 22 00:01:29,680 --> 00:01:36,720 Speaker 1: the two week countdown to launch began. Hello Bob, good 23 00:01:36,760 --> 00:01:38,760 Speaker 1: to see you again. Thanks for taking time out to 24 00:01:38,800 --> 00:01:42,800 Speaker 1: join us my pleasure. You're two weeks and three days 25 00:01:42,880 --> 00:01:48,520 Speaker 1: from launch. Yeah, counting right, HBO Max you might have 26 00:01:48,520 --> 00:01:52,120 Speaker 1: heard something about it. Tell us kind of at this stage, 27 00:01:52,360 --> 00:01:56,360 Speaker 1: where are you in terms of putting final bells and whistles? 28 00:01:56,400 --> 00:01:59,480 Speaker 1: Are you looking at programming? What? What kind of stuff 29 00:01:59,480 --> 00:02:03,560 Speaker 1: are you doing as the two week countdown begins? Well, honestly, 30 00:02:03,560 --> 00:02:07,960 Speaker 1: we're in the final stages on everything relating to the platform, 31 00:02:08,080 --> 00:02:11,720 Speaker 1: the app, the content, and you know, once we get 32 00:02:11,760 --> 00:02:14,919 Speaker 1: to May, which is the launch date, it won't be 33 00:02:15,400 --> 00:02:17,720 Speaker 1: really the end of the process. It really is just 34 00:02:17,840 --> 00:02:21,480 Speaker 1: the beginning. But I will say, um, in these last 35 00:02:21,639 --> 00:02:25,520 Speaker 1: eight weeks we've been doing all of this largely from home, 36 00:02:25,800 --> 00:02:29,799 Speaker 1: and it's quite remarkable the degree to which everyone has 37 00:02:29,840 --> 00:02:34,639 Speaker 1: been able to deliver um. But the you know, the technology, 38 00:02:34,840 --> 00:02:38,920 Speaker 1: the platform, everything has uh you know, an up to 39 00:02:38,960 --> 00:02:44,760 Speaker 1: the last deadline sort of delivery on it. So everyone's 40 00:02:44,800 --> 00:02:48,320 Speaker 1: working away around the clock, putting a finishing touches on 41 00:02:48,440 --> 00:02:52,760 Speaker 1: original content, look at everything. But you know, we're in 42 00:02:52,880 --> 00:02:57,040 Speaker 1: really really good shape. I know that you've been test 43 00:02:57,120 --> 00:03:01,560 Speaker 1: driving this, test driving HBO Max with internal users. What 44 00:03:01,560 --> 00:03:04,880 Speaker 1: what kind of feedback have you gotten? Yes, I mean 45 00:03:04,880 --> 00:03:06,760 Speaker 1: this is a process. When you take something like this 46 00:03:06,880 --> 00:03:10,080 Speaker 1: to market, you really want to show it to you know, 47 00:03:10,480 --> 00:03:14,000 Speaker 1: certain groups of people internally, and you know, we call 48 00:03:14,080 --> 00:03:17,880 Speaker 1: that the beta phase and really just tested. A lot 49 00:03:17,919 --> 00:03:22,280 Speaker 1: of the bugs will present themselves in the technology. Those 50 00:03:22,280 --> 00:03:25,400 Speaker 1: will get worked out. But it's really exciting to actually 51 00:03:25,560 --> 00:03:28,160 Speaker 1: see it up and running. Something that has been on 52 00:03:28,200 --> 00:03:30,959 Speaker 1: a drawing board for you know, so long. You actually 53 00:03:30,960 --> 00:03:33,200 Speaker 1: get to see with it and and see it and 54 00:03:33,280 --> 00:03:36,080 Speaker 1: play with it. And uh, it's not all in there 55 00:03:36,160 --> 00:03:38,960 Speaker 1: yet because as I said, everything is being delivered, you know, 56 00:03:39,080 --> 00:03:41,880 Speaker 1: right up for the last minute. But we've gotten great, 57 00:03:41,960 --> 00:03:46,880 Speaker 1: great feedback, um, some really good constructive comments from people. Um. 58 00:03:47,000 --> 00:03:49,840 Speaker 1: And you know, again the tech teams have just been 59 00:03:50,600 --> 00:03:55,080 Speaker 1: so on it in terms of making sure this platform 60 00:03:55,200 --> 00:03:58,600 Speaker 1: runs seamlessly. And I mean that's what you know the 61 00:03:58,680 --> 00:04:04,560 Speaker 1: customer expects. Are there elements to the navigation or to 62 00:04:04,640 --> 00:04:07,120 Speaker 1: the interface that you think are going to wow people. 63 00:04:07,200 --> 00:04:09,400 Speaker 1: Can you give us any flavor of what that's gonna 64 00:04:09,400 --> 00:04:12,640 Speaker 1: look like? You know, we will have UM I think 65 00:04:13,000 --> 00:04:17,880 Speaker 1: just overall, it looks beautiful and it will run, you know, perfectly. 66 00:04:18,440 --> 00:04:21,000 Speaker 1: There are some things we've talked about over the last 67 00:04:21,000 --> 00:04:23,720 Speaker 1: few months that some will be available at day one, 68 00:04:23,800 --> 00:04:26,440 Speaker 1: some will be rolled out in the months thereafter. But 69 00:04:26,480 --> 00:04:30,240 Speaker 1: we're gonna do some some interesting curation UM down the road. 70 00:04:30,320 --> 00:04:34,080 Speaker 1: What what you will see at launch are UM something 71 00:04:34,120 --> 00:04:37,359 Speaker 1: we call programming hubs content hubs, which I think is 72 00:04:37,560 --> 00:04:41,640 Speaker 1: new UM in the world of streaming platforms, and that is, 73 00:04:41,680 --> 00:04:45,840 Speaker 1: once you scroll down beyond some of the top carousels, 74 00:04:46,279 --> 00:04:51,120 Speaker 1: you will see groupings of programs of programming according to 75 00:04:51,160 --> 00:04:53,800 Speaker 1: their brands. For instance, you know there'll be a big 76 00:04:54,000 --> 00:04:56,400 Speaker 1: HBO hubs. So when you go on to the HBO 77 00:04:56,440 --> 00:05:00,000 Speaker 1: Max platform, which has HBO as well as so much more, 78 00:05:00,000 --> 00:05:02,200 Speaker 1: you could just roll right down to the HBO hub, 79 00:05:02,520 --> 00:05:05,480 Speaker 1: you hit that button and then you are immediately into 80 00:05:05,680 --> 00:05:08,240 Speaker 1: sort of an HBO created world. But there will be 81 00:05:08,279 --> 00:05:11,560 Speaker 1: other brands that you can do that with as well, UM, 82 00:05:11,640 --> 00:05:18,520 Speaker 1: such as UM you know, adult swim Turner, classic movies, UM, anime, 83 00:05:18,760 --> 00:05:23,520 Speaker 1: different different kinds of programming and I think that's unique UM. 84 00:05:23,560 --> 00:05:26,280 Speaker 1: And you know, we're just trying to find new ways 85 00:05:26,600 --> 00:05:32,320 Speaker 1: for people to UM navigate through a platform. I think 86 00:05:32,360 --> 00:05:35,960 Speaker 1: we're all frustrated to some degree with the volume of 87 00:05:36,000 --> 00:05:39,120 Speaker 1: these platforms, and you know, you can scroll this way, 88 00:05:39,120 --> 00:05:41,680 Speaker 1: that way, up and down and be frustrated at not 89 00:05:41,800 --> 00:05:45,560 Speaker 1: finding something unless you search for it. UM. And we're 90 00:05:45,560 --> 00:05:49,159 Speaker 1: trying to do some things organizationally which I think will 91 00:05:49,480 --> 00:05:52,680 Speaker 1: make a difference. And you know, there's a lot more 92 00:05:52,720 --> 00:05:55,880 Speaker 1: to talk about there, but I really look forward to 93 00:05:55,920 --> 00:05:59,359 Speaker 1: you experiencing it for the first time. And you know 94 00:05:59,360 --> 00:06:02,640 Speaker 1: you'll see care cells where we group friends episodes according 95 00:06:02,680 --> 00:06:06,320 Speaker 1: to certain you know, funny and interesting sort of themes, 96 00:06:06,480 --> 00:06:10,520 Speaker 1: and lots of really fun curation things which we're excited about. 97 00:06:11,120 --> 00:06:14,440 Speaker 1: I know from talking to you and your team that curation, curation, 98 00:06:14,480 --> 00:06:17,400 Speaker 1: curation is such a big part of that. Is some 99 00:06:17,520 --> 00:06:20,200 Speaker 1: of that in response to what we're hearing from the 100 00:06:20,240 --> 00:06:23,159 Speaker 1: industry about feeling like some service, some of the larger 101 00:06:23,160 --> 00:06:26,599 Speaker 1: services can just be like a warehouse where it's not 102 00:06:27,120 --> 00:06:30,000 Speaker 1: is conducive for people to you know, people to find 103 00:06:30,200 --> 00:06:34,200 Speaker 1: find their shows, yes, and you know it's not really 104 00:06:34,240 --> 00:06:38,520 Speaker 1: for me to denigrate any of the existing services, because 105 00:06:38,839 --> 00:06:43,520 Speaker 1: we all use them and enjoy them, um, but we 106 00:06:43,640 --> 00:06:47,560 Speaker 1: really uh, you know thematically for this this new product, 107 00:06:48,040 --> 00:06:52,480 Speaker 1: we wanted to go with the basic sort of underlying 108 00:06:52,520 --> 00:06:56,200 Speaker 1: principles of what HBO is, and an HBO we know 109 00:06:57,120 --> 00:07:00,039 Speaker 1: is not only high quality, but it's one of the 110 00:07:00,080 --> 00:07:03,520 Speaker 1: best curated systems in the world. Right. They don't make 111 00:07:04,480 --> 00:07:09,479 Speaker 1: hundreds and hundreds and hundreds of original shows, UM, but 112 00:07:10,120 --> 00:07:13,679 Speaker 1: the shows they make are really at the highest quality, 113 00:07:13,720 --> 00:07:16,400 Speaker 1: and so you come to expect that you go to HBO, 114 00:07:16,720 --> 00:07:19,240 Speaker 1: even if it's not your personal taste, you're going to 115 00:07:19,360 --> 00:07:25,560 Speaker 1: see nothing but high level quality program So in that way, 116 00:07:25,560 --> 00:07:29,120 Speaker 1: we're trying to curate that throughout the entire platform UM 117 00:07:29,240 --> 00:07:32,400 Speaker 1: and all the new Max originals, and even the library content. 118 00:07:32,600 --> 00:07:35,240 Speaker 1: You know, we have thousands of hours of movies from 119 00:07:35,240 --> 00:07:38,840 Speaker 1: the great Warner Brothers film library and television shows UM 120 00:07:38,880 --> 00:07:41,800 Speaker 1: as well. And yet we didn't put everything in we 121 00:07:41,840 --> 00:07:45,080 Speaker 1: could have, but we decided to really go through those 122 00:07:45,120 --> 00:07:48,600 Speaker 1: libraries and eliminate a lot of the stuff that we 123 00:07:48,720 --> 00:07:52,720 Speaker 1: knew you would never want to watch. So overall, I think, 124 00:07:53,000 --> 00:07:56,800 Speaker 1: you know, one of the distinguishing factors of our platform. 125 00:07:56,920 --> 00:07:59,680 Speaker 1: Is that we're really trying to make it, you know. 126 00:08:00,080 --> 00:08:03,160 Speaker 1: Rated I know the word is overused, but I haven't 127 00:08:03,160 --> 00:08:05,320 Speaker 1: done a better one yet, But we really are, you know, 128 00:08:05,400 --> 00:08:10,320 Speaker 1: trying to adhere to that. UM. Let me ask a 129 00:08:10,360 --> 00:08:13,920 Speaker 1: specific question on HBO when you go to HBO Max 130 00:08:14,000 --> 00:08:16,960 Speaker 1: on the HBO hub, when you pull that up, will 131 00:08:17,080 --> 00:08:21,680 Speaker 1: it look like what HBO now looks like? Will it be? 132 00:08:21,720 --> 00:08:23,080 Speaker 1: Will you go to that? It will be it? Will 133 00:08:23,120 --> 00:08:25,760 Speaker 1: it be a different environment for HBO that we've seen before? 134 00:08:26,120 --> 00:08:29,320 Speaker 1: Good question. It's a it's a different environment because it's 135 00:08:30,240 --> 00:08:33,079 Speaker 1: it's along the lines of what the new HBO Max 136 00:08:33,120 --> 00:08:37,640 Speaker 1: app is overall, which visually is is more arresting and 137 00:08:37,679 --> 00:08:42,280 Speaker 1: different than what the current HBO Now service is. UM. Also, 138 00:08:42,320 --> 00:08:46,200 Speaker 1: in HBO Now, I think, you know, programming is mostly 139 00:08:46,280 --> 00:08:51,559 Speaker 1: organized alphabetically. You know, we've built off the Now platform technically, 140 00:08:51,559 --> 00:08:54,600 Speaker 1: and we have extertise with the Now product that's been 141 00:08:54,600 --> 00:08:56,760 Speaker 1: in the market for the last you know, four or 142 00:08:56,760 --> 00:09:00,439 Speaker 1: five years. UM. But it was a simpler product, right 143 00:09:00,600 --> 00:09:04,840 Speaker 1: and and didn't scale in terms of users, So there 144 00:09:04,840 --> 00:09:08,120 Speaker 1: were things that we just never did. UM. Those are 145 00:09:08,160 --> 00:09:11,160 Speaker 1: all now going to be available in hbox. And when 146 00:09:11,160 --> 00:09:14,000 Speaker 1: you go into the HBO Hub. There is so much 147 00:09:14,040 --> 00:09:18,680 Speaker 1: more to be offered UM in the hub itself. Do 148 00:09:18,800 --> 00:09:23,480 Speaker 1: you feel any new programming venture, especially on this scale 149 00:09:23,520 --> 00:09:26,280 Speaker 1: with this company is going to be very high stakes? 150 00:09:26,600 --> 00:09:29,480 Speaker 1: Does it feel more so because the HBO brand is 151 00:09:29,520 --> 00:09:33,959 Speaker 1: imbued in this product. Yes, I mean anything you bring 152 00:09:34,000 --> 00:09:36,360 Speaker 1: to market in this space is high stakes. I mean, 153 00:09:36,400 --> 00:09:40,040 Speaker 1: we just uh Disney transform their entire company to bring 154 00:09:40,160 --> 00:09:43,560 Speaker 1: you know, plus to market and what a stunning success 155 00:09:43,600 --> 00:09:48,080 Speaker 1: that is. UM. So Yes, the stakes are really high. 156 00:09:48,200 --> 00:09:54,320 Speaker 1: And we knew that HBO, being fundamental to the platform UM, 157 00:09:54,880 --> 00:09:58,600 Speaker 1: was gonna keep the stakes really high for us as well. UM. 158 00:09:58,679 --> 00:10:01,960 Speaker 1: And yet we also knew that that brand means something 159 00:10:02,040 --> 00:10:06,040 Speaker 1: to the audience not only here domestically, but around the world. 160 00:10:06,160 --> 00:10:11,840 Speaker 1: And we felt that, UM, we wanted to assign ourselves 161 00:10:11,920 --> 00:10:15,319 Speaker 1: the task of any of the programming that we add 162 00:10:15,360 --> 00:10:18,520 Speaker 1: to this service, to this to this platform alongside the 163 00:10:18,640 --> 00:10:21,680 Speaker 1: HBO service has got to be at that kind of 164 00:10:21,800 --> 00:10:26,040 Speaker 1: quality level. And as I said, the libraries have the 165 00:10:26,120 --> 00:10:31,480 Speaker 1: high quality. Whatever we are acquiring, UM, the doctor Who Library, 166 00:10:31,640 --> 00:10:35,240 Speaker 1: you know, UM, the Studio Ghibli Library. I mean, we're 167 00:10:35,280 --> 00:10:37,120 Speaker 1: really trying to go for things that are of the 168 00:10:37,200 --> 00:10:42,040 Speaker 1: highest quality Sesame Street, which was also in HBO originally 169 00:10:42,120 --> 00:10:45,320 Speaker 1: but kind of an island in in that you know, 170 00:10:45,440 --> 00:10:49,000 Speaker 1: in that service, UM really bringing back to the four 171 00:10:49,160 --> 00:10:52,040 Speaker 1: and you know, Sesame Street is arguably one of the 172 00:10:52,080 --> 00:10:56,679 Speaker 1: greatest brands for children and educational television. So we tasked 173 00:10:56,679 --> 00:11:01,280 Speaker 1: ourselves with UM rising to the level of HBO for 174 00:11:01,480 --> 00:11:04,079 Speaker 1: anything that's in the service. Of course that's going to 175 00:11:04,120 --> 00:11:07,440 Speaker 1: be subjective to a certain degree, but we really are 176 00:11:08,160 --> 00:11:11,959 Speaker 1: serious about putting this out as the highest quality service 177 00:11:12,080 --> 00:11:15,520 Speaker 1: that you know, a platform that you can get and 178 00:11:15,559 --> 00:11:18,559 Speaker 1: I know you have. The company has stated a goal 179 00:11:18,960 --> 00:11:25,640 Speaker 1: excuse me, of fifty million domestic subscribers by I know. 180 00:11:25,800 --> 00:11:28,280 Speaker 1: Part of the impetus for all of this has been 181 00:11:28,320 --> 00:11:33,560 Speaker 1: to grow to give the mothership HBO a bigger platform. 182 00:11:33,640 --> 00:11:37,200 Speaker 1: Do you feel that you know that the rising tide 183 00:11:37,280 --> 00:11:39,360 Speaker 1: year is going to lift all boats that HBO Max 184 00:11:39,400 --> 00:11:41,960 Speaker 1: will be a very nice engine for Warner Media and 185 00:11:42,000 --> 00:11:45,720 Speaker 1: a very nice engine for HBO, which has been despite 186 00:11:45,760 --> 00:11:49,280 Speaker 1: the digital gains, it has been relatively stagnanted around thirty 187 00:11:49,280 --> 00:11:53,280 Speaker 1: three million subscribers for the last you know, five to 188 00:11:53,320 --> 00:11:56,760 Speaker 1: eight years. I believe, yes, I think you've put your 189 00:11:56,760 --> 00:12:01,080 Speaker 1: finger on it exactly right. Um, HBO is a phenomenal product, 190 00:12:01,160 --> 00:12:04,600 Speaker 1: but um, there's a ceiling to it, and as you said, 191 00:12:04,679 --> 00:12:07,640 Speaker 1: it's sort of been at that ceiling for a few 192 00:12:07,760 --> 00:12:10,440 Speaker 1: years as the rest of the world has gone much 193 00:12:10,480 --> 00:12:16,280 Speaker 1: more aggressively to these larger streaming platforms. And so I 194 00:12:16,320 --> 00:12:18,840 Speaker 1: think not only will we be able to bring all 195 00:12:18,920 --> 00:12:23,520 Speaker 1: of the Warner Media assets together in this platform, um, 196 00:12:23,600 --> 00:12:26,280 Speaker 1: but one of the benefits of doing it, if we 197 00:12:26,400 --> 00:12:30,440 Speaker 1: if we do it correctly, is HBO, the great HBO service, 198 00:12:30,440 --> 00:12:34,320 Speaker 1: which is now fifty years old, right, will be exposed 199 00:12:34,320 --> 00:12:37,920 Speaker 1: to many, many more people. UM, some of whom you 200 00:12:37,920 --> 00:12:40,600 Speaker 1: know probably think HBO is not for me. You know, 201 00:12:41,000 --> 00:12:44,880 Speaker 1: it's the programming is mostly adult programming. You know, it's 202 00:12:44,880 --> 00:12:49,360 Speaker 1: a certain kind of uh programming. They don't do much 203 00:12:49,440 --> 00:12:53,719 Speaker 1: reality shows, much on scripted outside from you documentaries, So 204 00:12:54,240 --> 00:12:57,560 Speaker 1: there are things not in HBO that people you know, 205 00:12:57,640 --> 00:13:00,920 Speaker 1: I thought, well, it's not for me. I hope we 206 00:13:00,960 --> 00:13:04,960 Speaker 1: can expose a lot of those people to this product. 207 00:13:05,080 --> 00:13:08,320 Speaker 1: I mean this this service by virtue of it being 208 00:13:08,679 --> 00:13:12,439 Speaker 1: part of the overall platform, and then you know, all 209 00:13:12,520 --> 00:13:15,800 Speaker 1: the content will be there together and and I hope 210 00:13:15,840 --> 00:13:22,080 Speaker 1: will increase the you know, the the exposure for for 211 00:13:22,240 --> 00:13:26,960 Speaker 1: HBO in general. UM, I know, obviously you must be 212 00:13:27,000 --> 00:13:30,440 Speaker 1: somewhat disappointed. You must be disappointed that they you had 213 00:13:30,480 --> 00:13:34,360 Speaker 1: plans to launch with some fanfare and the reunion of friends, 214 00:13:34,920 --> 00:13:39,319 Speaker 1: six actors that aren't in the same place together very often. UM. 215 00:13:39,480 --> 00:13:42,320 Speaker 1: Is that did you feel like when it became clear 216 00:13:42,360 --> 00:13:45,600 Speaker 1: that in pandemic conditions that that that reunion special was 217 00:13:45,640 --> 00:13:48,560 Speaker 1: not going to happen? Did you did you scramble at 218 00:13:48,559 --> 00:13:50,679 Speaker 1: all to try something, to try to find some kind 219 00:13:50,679 --> 00:13:53,280 Speaker 1: of a replacement event or how did how did you 220 00:13:53,320 --> 00:13:56,480 Speaker 1: grapple with that curveball? Well, at first we were in 221 00:13:56,520 --> 00:14:00,240 Speaker 1: denial right that it would be um delayed that long, 222 00:14:00,280 --> 00:14:02,959 Speaker 1: as I think we all were when this started. At 223 00:14:03,000 --> 00:14:06,120 Speaker 1: first we thought, oh, shows will be you know, delayed 224 00:14:06,160 --> 00:14:08,520 Speaker 1: for a month or or two at the most. And 225 00:14:09,000 --> 00:14:10,960 Speaker 1: now it seems like it's going to be you know, 226 00:14:11,000 --> 00:14:15,360 Speaker 1: far longer than that. Um. And uh, we're holding out 227 00:14:15,559 --> 00:14:20,440 Speaker 1: for being able to get this special done hopefully by 228 00:14:20,440 --> 00:14:22,680 Speaker 1: the end of the summer, if if the stars aligned 229 00:14:22,680 --> 00:14:25,360 Speaker 1: and we can get back into production. UM. We do 230 00:14:25,440 --> 00:14:28,680 Speaker 1: think there's a value to having a big, raucous live 231 00:14:28,720 --> 00:14:33,480 Speaker 1: audience to experience these six great friends coming back together, 232 00:14:33,800 --> 00:14:36,280 Speaker 1: and you know, we didn't want to just suddenly do 233 00:14:36,400 --> 00:14:39,640 Speaker 1: it on a web call with you know, six squares 234 00:14:39,760 --> 00:14:44,800 Speaker 1: and you know people shooting from their kitchens and their bedrooms. UM. 235 00:14:44,840 --> 00:14:47,800 Speaker 1: Now I reserve the right to say, if this goes on, 236 00:14:48,480 --> 00:14:52,640 Speaker 1: you know, indefinitely, we may you know go more to 237 00:14:52,640 --> 00:14:55,720 Speaker 1: to a virtual route if if it is delayed too long. 238 00:14:56,200 --> 00:14:59,520 Speaker 1: But at the moment, we're trying to you know, look 239 00:14:59,560 --> 00:15:02,360 Speaker 1: to the few you and get this thing done, um 240 00:15:02,400 --> 00:15:05,160 Speaker 1: in a more conventional way. And UM, I think it's 241 00:15:05,160 --> 00:15:07,280 Speaker 1: worth waiting for we were we would have loved to 242 00:15:07,280 --> 00:15:09,840 Speaker 1: have had it on day one. But at the same time, 243 00:15:10,160 --> 00:15:14,080 Speaker 1: if we can get it watched in the fall, um, 244 00:15:14,120 --> 00:15:15,840 Speaker 1: I think it'll be something that we can you know, 245 00:15:16,000 --> 00:15:19,160 Speaker 1: have the audience really looking forward to as well. You 246 00:15:19,240 --> 00:15:22,840 Speaker 1: could almost you know, a second wave of another wave 247 00:15:22,880 --> 00:15:26,640 Speaker 1: of marketing around it. Well, like I said at the beginning, 248 00:15:28,080 --> 00:15:31,640 Speaker 1: is just the start of the marathon, and we need 249 00:15:31,680 --> 00:15:35,920 Speaker 1: to have you know, events like the Friends reunion every 250 00:15:36,080 --> 00:15:39,120 Speaker 1: several months, if not you know, longer, now we'll never 251 00:15:39,160 --> 00:15:43,960 Speaker 1: have that you know, that perfect storm again. But it's 252 00:15:44,000 --> 00:15:47,120 Speaker 1: incumbent on us to you know, have one thing after 253 00:15:47,160 --> 00:15:54,360 Speaker 1: another that keeps the audience really really adage. We'll be 254 00:15:54,480 --> 00:16:00,720 Speaker 1: right back Huntsville, Alabama, in a d that was as 255 00:16:00,760 --> 00:16:05,800 Speaker 1: American as Apple Strudle. From l A Times Studios comes 256 00:16:06,040 --> 00:16:10,520 Speaker 1: paper Clip, a podcast sponsored by Amazon Studios and inspired 257 00:16:10,560 --> 00:16:14,920 Speaker 1: by its Emmy eligible dramatic series Hunters, starring Al Pacino 258 00:16:15,000 --> 00:16:18,800 Speaker 1: and Logan Lehman joint host Michael Ian Black as he 259 00:16:18,880 --> 00:16:22,000 Speaker 1: teams up with a Cold War scholar to explore Operation 260 00:16:22,080 --> 00:16:25,840 Speaker 1: paper Clip, a real life, top secret program that brought 261 00:16:25,920 --> 00:16:29,840 Speaker 1: Nazi scientists to the American heartland to work on government 262 00:16:29,880 --> 00:16:34,920 Speaker 1: aerospace and medical research projects. Available now on Apple Podcasts 263 00:16:34,960 --> 00:16:43,960 Speaker 1: and all other platforms. Welcome back to Strictly Business. Here's 264 00:16:44,000 --> 00:16:47,480 Speaker 1: more of my conversation with Warner Media's Bob Green Black. 265 00:16:48,080 --> 00:16:51,360 Speaker 1: You've had obviously the pandemic conditions have have thrown a 266 00:16:51,360 --> 00:16:54,400 Speaker 1: wrench into into some of your original programming plans, but 267 00:16:54,520 --> 00:16:57,600 Speaker 1: you didn't have a ton beyond the Friend especially, you 268 00:16:57,600 --> 00:16:59,280 Speaker 1: didn't have a ton that was going to be on 269 00:16:59,400 --> 00:17:02,520 Speaker 1: at launch. You really are so much of the HBO 270 00:17:02,640 --> 00:17:06,639 Speaker 1: Max sort of selling proposition to the public is the 271 00:17:06,720 --> 00:17:11,639 Speaker 1: depth of this library incredible movies and incredible shows. Do 272 00:17:11,680 --> 00:17:14,960 Speaker 1: you feel like that's a competitive differentiator for you because 273 00:17:14,960 --> 00:17:19,400 Speaker 1: it is so deep, especially with adult programming. M Yes, 274 00:17:20,240 --> 00:17:24,440 Speaker 1: I agree with that, but I would also just say that, um, 275 00:17:24,480 --> 00:17:27,399 Speaker 1: you know, when you look at the original programming of 276 00:17:28,119 --> 00:17:31,399 Speaker 1: HBO again, since the service is part of HBO Max, 277 00:17:31,600 --> 00:17:36,040 Speaker 1: all of the new HBO original programming from Perry Mason 278 00:17:36,080 --> 00:17:39,720 Speaker 1: which is coming up this summer, you know, to Lovecraft Country, Um, 279 00:17:39,840 --> 00:17:42,600 Speaker 1: all those shows, the Undoing and the Fall with Nicole 280 00:17:42,680 --> 00:17:46,520 Speaker 1: Kidman and you Grant will be part of you know, 281 00:17:46,960 --> 00:17:51,160 Speaker 1: HBO Max. And then there's actually quite a lot of 282 00:17:52,000 --> 00:17:55,560 Speaker 1: Max originals, which is the additional original content that we're 283 00:17:55,560 --> 00:17:59,720 Speaker 1: building around the HBO shows. Um. We're launching with six 284 00:17:59,720 --> 00:18:02,760 Speaker 1: shows those on day one, including a show you know, 285 00:18:02,800 --> 00:18:06,119 Speaker 1: starting the wonderful Anna Kendrick called love Life. We have 286 00:18:06,200 --> 00:18:09,000 Speaker 1: the Elmo talk show for kids. We have a great 287 00:18:09,320 --> 00:18:13,440 Speaker 1: reality show called Legendary. UM, we have a really searing 288 00:18:13,520 --> 00:18:17,960 Speaker 1: documentary called On the Record. We're gonna have a lot 289 00:18:18,000 --> 00:18:21,360 Speaker 1: of original programming on the Max side of things as well. UM, 290 00:18:21,400 --> 00:18:24,200 Speaker 1: and then it's our job to keep those coming as 291 00:18:24,240 --> 00:18:27,359 Speaker 1: the summer you know rolls on. But but yes, the 292 00:18:28,560 --> 00:18:32,320 Speaker 1: libraries and the acquisitions that we've made friends South Park, 293 00:18:32,720 --> 00:18:35,280 Speaker 1: you know, Big Bang theory. Um, the list goes on 294 00:18:35,320 --> 00:18:37,760 Speaker 1: and on the west wing will be there. Those really 295 00:18:37,800 --> 00:18:41,439 Speaker 1: are also I think differentiators for us, And when you 296 00:18:41,520 --> 00:18:46,480 Speaker 1: put it all together, I think it's a really extraordinary value. 297 00:18:47,400 --> 00:18:49,879 Speaker 1: Let me ask you, you know, um, Bob, you've been 298 00:18:50,160 --> 00:18:52,720 Speaker 1: you've been involved with a lot of networks over the years. 299 00:18:52,800 --> 00:18:55,399 Speaker 1: You've you've helped you know, you've come into networks, but 300 00:18:55,480 --> 00:18:57,919 Speaker 1: we're in a in a bad place and lifted them up. 301 00:18:57,960 --> 00:19:00,400 Speaker 1: You brought you know, during your time at show time, 302 00:19:00,440 --> 00:19:03,600 Speaker 1: you really brought that company into the original series business. 303 00:19:04,400 --> 00:19:07,919 Speaker 1: What what is different about doing this kind of a 304 00:19:08,040 --> 00:19:12,000 Speaker 1: launch for something for a channel that is not a 305 00:19:12,040 --> 00:19:15,840 Speaker 1: linear channel but but an on demand collection. Does it 306 00:19:16,000 --> 00:19:20,040 Speaker 1: change the way you think about the positioning, the marketing, 307 00:19:20,200 --> 00:19:24,520 Speaker 1: how you go about bringing an audience two an on 308 00:19:24,680 --> 00:19:28,120 Speaker 1: demand network versus versus a linear network where you can 309 00:19:28,160 --> 00:19:33,680 Speaker 1: say tune in Sunday night at nine. Yes, Um, honestly, yes, 310 00:19:33,840 --> 00:19:36,679 Speaker 1: I mean I think there's a real uh, you know 311 00:19:36,840 --> 00:19:40,760 Speaker 1: goal too. And it's familiar to us to bringing an 312 00:19:40,760 --> 00:19:43,960 Speaker 1: audience to something new, a brand new platform in which 313 00:19:43,960 --> 00:19:48,320 Speaker 1: we are you know, branding the new service and getting 314 00:19:48,320 --> 00:19:51,560 Speaker 1: it out into you know, the world at large and 315 00:19:51,920 --> 00:19:54,199 Speaker 1: you know, by and large, we're doing you know, the 316 00:19:54,240 --> 00:19:57,240 Speaker 1: marketing outreach in the same way we would do a 317 00:19:57,359 --> 00:19:59,960 Speaker 1: launch you know, on on any you know sort of 318 00:20:00,080 --> 00:20:05,560 Speaker 1: big network. UM. However, once you get the platform up 319 00:20:05,560 --> 00:20:08,879 Speaker 1: and running and the customers start coming, then you have 320 00:20:09,600 --> 00:20:12,679 Speaker 1: data and insights that it come directly from the viewing 321 00:20:12,680 --> 00:20:16,119 Speaker 1: patterns of these audiences, and they start telling you in 322 00:20:16,119 --> 00:20:18,720 Speaker 1: a much more sophisticated and I would say maybe accurate 323 00:20:18,760 --> 00:20:22,520 Speaker 1: way than Nielsen does UM what people are watching and 324 00:20:22,560 --> 00:20:25,240 Speaker 1: what they want to watch, and and then we start 325 00:20:25,320 --> 00:20:30,359 Speaker 1: to UM adjust the programming accordingly UM and at the 326 00:20:30,359 --> 00:20:33,640 Speaker 1: same time market to them in a growth and subscription way, 327 00:20:34,080 --> 00:20:37,520 Speaker 1: very differently than you know, taking a thirty second spot 328 00:20:37,600 --> 00:20:42,600 Speaker 1: somewhere or an outdoor billboard. Those UM marketing plans, which 329 00:20:42,640 --> 00:20:47,480 Speaker 1: are very complex and strategic, you know, go right to 330 00:20:47,560 --> 00:20:53,480 Speaker 1: the audience, the customer themselves, UM and in different demos 331 00:20:53,560 --> 00:20:57,600 Speaker 1: and you know groups of how people watch certain shows, 332 00:20:58,119 --> 00:21:01,400 Speaker 1: and the sophistication of that is really what I think 333 00:21:01,440 --> 00:21:07,280 Speaker 1: will UM you know, differentiate us from our competitors as 334 00:21:07,320 --> 00:21:10,440 Speaker 1: well as all of our all of the streaming platforms 335 00:21:10,480 --> 00:21:13,760 Speaker 1: from traditional media. And it really is a whole new 336 00:21:13,800 --> 00:21:18,880 Speaker 1: way of speaking directly to you know, the customer. And 337 00:21:19,000 --> 00:21:22,160 Speaker 1: you must already, as you've said, this is day one, 338 00:21:22,280 --> 00:21:24,680 Speaker 1: is day one. You you've said that you've had you 339 00:21:24,800 --> 00:21:28,240 Speaker 1: plan to have iterations every eight weeks or so. Are 340 00:21:28,320 --> 00:21:31,400 Speaker 1: you already looking down the road to a time when 341 00:21:31,400 --> 00:21:34,119 Speaker 1: you might have more, you know, some form of CNN 342 00:21:34,240 --> 00:21:36,960 Speaker 1: on HBO act, you might have other elements from the 343 00:21:37,000 --> 00:21:42,040 Speaker 1: Warner Media world adding you know, flowing into that hub. 344 00:21:42,880 --> 00:21:46,320 Speaker 1: You mean sort of as a as a standalone service 345 00:21:46,400 --> 00:21:48,640 Speaker 1: that we add to the platform or do you mean 346 00:21:48,680 --> 00:21:52,800 Speaker 1: programming from those more more programming coming in from Yes, 347 00:21:52,840 --> 00:21:56,119 Speaker 1: in fact, we are you know, CNN. I think people 348 00:21:56,160 --> 00:21:59,479 Speaker 1: know this have an incredible movie division and they make 349 00:21:59,600 --> 00:22:03,320 Speaker 1: sclose and in films, they make documentaries, um. And we 350 00:22:03,400 --> 00:22:07,120 Speaker 1: are ordering several new documentaries from them as well as 351 00:22:07,680 --> 00:22:11,760 Speaker 1: um many things from their library. Um saying with other 352 00:22:12,440 --> 00:22:16,120 Speaker 1: networks and services across the Warner Brothers portfolio, whether it's 353 00:22:16,880 --> 00:22:19,840 Speaker 1: Adult Swim or the cartoon network. We have all the 354 00:22:19,880 --> 00:22:23,200 Speaker 1: Hanna Bear hand of Barbara cartoons and you know, all 355 00:22:23,200 --> 00:22:25,919 Speaker 1: the great Warner Brothers animation and we've just ordered you know, 356 00:22:26,080 --> 00:22:29,600 Speaker 1: eighty new Loony tunes, um, you know, to go along 357 00:22:29,640 --> 00:22:32,240 Speaker 1: with the loom this library that we have, so there's 358 00:22:32,240 --> 00:22:35,919 Speaker 1: gonna be a lot of things from the Warner Brothers assets, 359 00:22:36,240 --> 00:22:39,560 Speaker 1: new versions of them, on the on the on the 360 00:22:39,560 --> 00:22:44,040 Speaker 1: service and the platform. Um. And you know, at the 361 00:22:44,080 --> 00:22:47,680 Speaker 1: same time, we're also acquiring things outside the company, So 362 00:22:48,119 --> 00:22:50,480 Speaker 1: there's a voracious appetite you know, that needs to be 363 00:22:50,560 --> 00:22:54,639 Speaker 1: fed on this platform. Um. But I will say Warner 364 00:22:54,640 --> 00:22:57,080 Speaker 1: Brothers brings us so many things right from the get go, 365 00:22:57,600 --> 00:23:00,479 Speaker 1: and we've spent the last year mining through what all 366 00:23:00,520 --> 00:23:03,400 Speaker 1: those are and how can we do you know, new 367 00:23:03,480 --> 00:23:05,760 Speaker 1: and updated regions of The Gossip Girl, you know, is 368 00:23:06,119 --> 00:23:08,360 Speaker 1: a good example from Warner by this television which will 369 00:23:08,400 --> 00:23:11,399 Speaker 1: be coming later in the year. Um, and you know, 370 00:23:11,440 --> 00:23:14,399 Speaker 1: we're thrilled to have it. So we were really in 371 00:23:14,400 --> 00:23:18,480 Speaker 1: a great position with the assets we already own. Um. 372 00:23:18,480 --> 00:23:20,760 Speaker 1: But we're really not stopping there. It goes, it goes 373 00:23:20,800 --> 00:23:25,840 Speaker 1: well beyond that. M Um. Bob, you came into Warner 374 00:23:25,880 --> 00:23:29,800 Speaker 1: Media in March of nineteen, so you came in fairly 375 00:23:29,920 --> 00:23:32,160 Speaker 1: fairly early on, but you came into a situation where 376 00:23:32,160 --> 00:23:36,359 Speaker 1: people were already working on the thing that would become HBO. Max. 377 00:23:36,760 --> 00:23:40,160 Speaker 1: What was challenging for you as a leader coming into 378 00:23:40,200 --> 00:23:44,000 Speaker 1: something that was sort of already sort of already moving 379 00:23:44,040 --> 00:23:46,600 Speaker 1: in one direction, but you were tasked with bringing it 380 00:23:46,640 --> 00:23:48,600 Speaker 1: all together. What would you say were some of the 381 00:23:48,720 --> 00:23:52,440 Speaker 1: challenges especially early on. Well, the good news is that 382 00:23:52,440 --> 00:23:55,040 Speaker 1: it wasn't that far along UM. There were only a 383 00:23:55,080 --> 00:23:58,680 Speaker 1: couple of key people that were starting to work on 384 00:23:59,000 --> 00:24:04,800 Speaker 1: the tech platform and very early stages of new content. UM. 385 00:24:04,880 --> 00:24:07,840 Speaker 1: So I did have the ability to get in there 386 00:24:07,920 --> 00:24:11,119 Speaker 1: really at the beginning of it all. But it was 387 00:24:11,200 --> 00:24:16,840 Speaker 1: like inventing, not inventing, but setting up almost an entirely 388 00:24:16,840 --> 00:24:18,719 Speaker 1: new network. And I know network is sort of an 389 00:24:18,720 --> 00:24:22,560 Speaker 1: old fashioned UM comparison, but for me, having come from 390 00:24:22,640 --> 00:24:26,360 Speaker 1: various networks, it was appropriate because we had to come 391 00:24:26,440 --> 00:24:30,240 Speaker 1: up with, you know, a content group and an acquisitions 392 00:24:30,280 --> 00:24:33,280 Speaker 1: group and a scheduling group. I mean, we are going 393 00:24:33,320 --> 00:24:37,040 Speaker 1: to schedule HBO Max in a way that is done 394 00:24:37,160 --> 00:24:39,960 Speaker 1: with some of the old fashioned way, with people coming 395 00:24:40,040 --> 00:24:42,400 Speaker 1: up with what shows are delivered when and what shows 396 00:24:42,440 --> 00:24:45,960 Speaker 1: they should go with. And um, obviously the technical side 397 00:24:45,960 --> 00:24:49,200 Speaker 1: of it that the development of product was an enormous undertaking. 398 00:24:49,680 --> 00:24:52,560 Speaker 1: We have great assets in the overall a T and 399 00:24:52,600 --> 00:24:55,320 Speaker 1: T world. Otter Media was already at the company. So 400 00:24:55,800 --> 00:24:59,200 Speaker 1: we had the ability to draft Tony Consalvas and Andy 401 00:24:59,240 --> 00:25:03,320 Speaker 1: Forcell over to the Max side of the company. And 402 00:25:03,520 --> 00:25:06,040 Speaker 1: he was at Kulu at the beginning. And Tony has 403 00:25:06,040 --> 00:25:08,800 Speaker 1: been involved in many of the digital enterprises at A 404 00:25:08,880 --> 00:25:12,159 Speaker 1: T and T. So UM, I really just tried to 405 00:25:12,200 --> 00:25:17,359 Speaker 1: assemble all the right people and try to organize it um. 406 00:25:17,400 --> 00:25:20,960 Speaker 1: And I will say it was done quickly. Um. And 407 00:25:21,440 --> 00:25:24,720 Speaker 1: it's remarkable to me that only fourteen or fifteen months 408 00:25:25,000 --> 00:25:30,560 Speaker 1: after almost the original inception of this new business, it's 409 00:25:30,600 --> 00:25:33,560 Speaker 1: going to be launched. UM. And we're really proud of 410 00:25:33,560 --> 00:25:36,120 Speaker 1: where we are. I say that, you know, with with 411 00:25:36,160 --> 00:25:41,440 Speaker 1: all due uh you know, sort of humility. Where will 412 00:25:41,560 --> 00:25:45,720 Speaker 1: you be on the I guess I should ask where where? 413 00:25:45,720 --> 00:25:48,400 Speaker 1: Where had you plan to be? If the situation had 414 00:25:48,440 --> 00:25:51,280 Speaker 1: been normal, would you have all been together? Probably? And 415 00:25:51,320 --> 00:25:54,320 Speaker 1: you know we were we were playing an enormous launch 416 00:25:54,480 --> 00:25:57,880 Speaker 1: party that everyone was going to come to. And um, 417 00:25:57,920 --> 00:25:59,760 Speaker 1: you know, Hollywood loves the launch party, so we were 418 00:25:59,800 --> 00:26:04,159 Speaker 1: all excited about that a lot. Probably you know, we 419 00:26:04,160 --> 00:26:06,359 Speaker 1: hadn't even gotten that far into planning. But but most 420 00:26:06,400 --> 00:26:09,919 Speaker 1: likely we did redirect all of our pr efforts in 421 00:26:09,960 --> 00:26:13,520 Speaker 1: the last you know, eight weeks into either virtual events, 422 00:26:13,560 --> 00:26:16,560 Speaker 1: and we've had a number of them online with people. UM, 423 00:26:16,600 --> 00:26:19,040 Speaker 1: but uh, you know we all would have been together 424 00:26:19,160 --> 00:26:22,639 Speaker 1: in some former fashion. I think in this case, I 425 00:26:22,640 --> 00:26:24,640 Speaker 1: will just probably tick to my bed on the twenty 426 00:26:24,720 --> 00:26:27,879 Speaker 1: seven and I want to get up because it's really 427 00:26:27,920 --> 00:26:32,880 Speaker 1: been you know, a long haul for the past year. Um, 428 00:26:32,960 --> 00:26:36,119 Speaker 1: and uh, you know, we all feel we're feeling on 429 00:26:36,240 --> 00:26:37,919 Speaker 1: this relief of it. And then of course, like I 430 00:26:38,000 --> 00:26:40,800 Speaker 1: keep saying the broken record, it ain't over. We just 431 00:26:40,840 --> 00:26:44,080 Speaker 1: have to then, you know, go go go, you know, 432 00:26:44,320 --> 00:26:48,760 Speaker 1: until you know time runs out. Basically, So much for 433 00:26:48,840 --> 00:26:51,240 Speaker 1: taking the time out, good luck with everything. Is great 434 00:26:51,280 --> 00:26:54,600 Speaker 1: to speak with you as always, greatly appreciate it. Thank you, 435 00:26:54,960 --> 00:27:00,840 Speaker 1: love to see you to be m Thanks for listening. 436 00:27:01,119 --> 00:27:03,840 Speaker 1: Be sure to tune in next week for another episode 437 00:27:03,880 --> 00:27:15,359 Speaker 1: of Strictly Business. Huntsville, Alabama, in a city that was 438 00:27:15,400 --> 00:27:20,159 Speaker 1: as American as Apple Strudel. From l A Times Studios 439 00:27:20,240 --> 00:27:24,600 Speaker 1: comes paper Clip, a podcast sponsored by Amazon Studios and 440 00:27:24,720 --> 00:27:29,200 Speaker 1: inspired by its Emmy eligible dramatic series Hunters starring Al 441 00:27:29,280 --> 00:27:33,520 Speaker 1: Pacino and Logan Leharman, join host Michael Ian Black as 442 00:27:33,520 --> 00:27:36,200 Speaker 1: he teams up with a Cold War scholar to explore 443 00:27:36,280 --> 00:27:40,320 Speaker 1: Operation paper Clip, a real life, top secret program that 444 00:27:40,400 --> 00:27:44,080 Speaker 1: brought Nazi scientists to the American heartland to work on 445 00:27:44,200 --> 00:27:48,919 Speaker 1: government aerospace and medical research projects. Available now on Apple 446 00:27:49,000 --> 00:27:51,200 Speaker 1: Podcasts and all other platforms.