Warner Bros Discovery defers HBO Max launch in India
Saugata Mukherjee, who was appointed as Head of Content for HBO Max India, has quit
Warner Bros Discovery has deferred the launch of SVOD service HBO Max in India due to the change in the media conglomerate's plans for the streaming business. The company already operates the discovery+ streaming platform in India.
Saugata Mukherjee, who was appointed as Head of Content for HBO Max India, has quit. The HBO Max India team is expected to be absorbed within the Warner Bros Discovery system.
"HBO Max's launch plan for India has been put on hold. The platform's India content head (Saugata Mukherjee) has quit. Other members of the HBO Max India are expected to be absorbed within the Warner Bros Discovery India system," a source said on condition of anonymity.
Another source said that the company will start seeding HBO Max content on the discovery+ platform. It is pertinent to note that HBO has ongoing content deals with Disney Star and Amazon Prime Video in India.
Last month, Warner Bros Discovery inked a deal with Amazon Prime Video to premiere HBO Max Originals in India. The deal includes 11 HBO Max Original series and 10 HBO Max original features.
Its partnership with Disney Star dates back to 2015 when it had inked a programming deal with the media network for the exclusive screening of HBO content on both TV and digital. HBO is available as a separate content block within the Disney+ Hotstar app.
In an official statement, the company said that the "intent is to launch a combined streaming service, including in key Asia-Pacific territories in 2024". It further stated that the existing licensing agreement with Disney+ Hotstar includes a selection of HBO Originals and other content from Warner Bros. Discovery.
"Saugata Mukherjee decided to leave the company. He is an incredibly talented leader, and we wish him the very best in his future endeavours. Arjun Nohwar has been appointed as GM, Warner Bros. Discovery for South Asia. Jason Monteiro heads Streaming for the APAC region, in addition to leading Integrated Marketing for the India, South East Asia, and Korea markets," the company stated.
As is known, the company had recently announced plans to merge HBO Max and discovery+ globally in the summer of 2023. Warner Bros Discovery CEO and President, Global Streaming and Games Jean-Briac Perrette had told analysts that the unified service will launch in the US in 2023 followed by Latin America later in the year.
The service is expected to roll out in European markets and key Asia Pacific territories in early 2024. Although the company has not named the key markets in APAC, it is widely believed that the media conglomerate views India as a strategic market in the region.
It is pertinent to note that Discovery and AT&T had completed the WarnerMedia transaction in April. The combination of Discovery and WarnerMedia led to the creation of Warner Bros Discovery.
In June 2021, WarnerMedia roped in Amit Malhotra as Managing Director for HBO Max in Southeast Asia and India to spearhead the introduction of HBO Max in Southeast Asia as well as a potential future launch in India.
Malhotra departed HBO Max in December after spending barely seven months at the streaming service. Arjun Nowhar, who is currently the Country General Manager - India South Asia for Warner Bros Discovery, was later roped in as Counter GM for HBO Max India.
