Warner Bros. Discovery executives are reportedly close to formalizing a new name and platform for its upcoming streaming service combining the pre-existing HBO Max and Discovery+ services. According to Variety, the new app may be called Max.

　　Representatives for Warner Bros. Discovery have declined to comment on the name change, though CNBC further reports that internally, the service is code named "BEAM." Unnamed executives, however, confirmed that Max is "the likely choice." Other names are still being considered.

　　In 2021, CNBC also reported that top WarnerMedia executives never liked the name HBO Max for its streaming service and were glad for the Discovery merger because it gave them a chance to change the name. However--as it apparently needs to be pointed out--changing from HBO Max to Max really isn't that major of a name change?

　　The US launch for the combined HBO Max-Discovery+ platform is expected to take place in spring 2023. Originally, it was set for next summer. CEO David Zaslav shared that change in a November earnings call. JB Perrette, president and CEO of global streaming and games at Warner Bros. Discovery, said the merger and accelerated platform launch is "aimed at cutting churn so there's something for everyone in the household… at the end of the day, putting all the content together was the only way we say to make this a viable business."

　　Executives on the earning call also indicated the company believes there is room to increase the price of HBO Max, which has stayed at $15 per month since launching in May 2020.

　　You can check out what's coming to HBO Max in December over here.

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　　David Wolinsky on Google+