Warner Bros. Discovery Expands HBO Content to Cable
Warner Bros. Discovery is shaking up the way audiences experience its premium content by bringing some of its most popular shows to its owned cable networks. HBO’s “True Detective: Night Country“ and Max’s “Hacks” are set to make their linear TV debuts, giving new audiences a taste of the critically acclaimed series before the upcoming seasons launch.
The six-episode “True Detective: Night Country” will begin airing on TNT on March 28, while TBS will run all three seasons of “Hacks” from April 3-7, leading up to the premiere of its highly anticipated fourth season on April 10 on Max. As expected, episodes will be edited to comply with cable standards and practices.
A Strategy to Boost Viewership Across Platforms
This move is part of Warner Bros. Discovery’s strategy to enhance viewership on its cable networks while cross-promoting HBO and Max. It’s not the first time the company has leveraged its extensive content library to bridge the gap between streaming and traditional television. In 2023, HBO classics like “Silicon Valley” and “True Blood” were made available on TBS and TNT, but this marks the first instance of airing current or recently concluded programming.
According to Channing Dungey, chairman and CEO of Warner Bros. Television Group and U.S. Networks, this experiment is about maximizing the potential of Warner Bros.’ vast content library. “With Hacks and True Detective: Night Country, we have award-winning, fan-favorite series to entice viewers on cable while also offering HBO and Max subscribers a reason to engage across platforms,” Dungey explained. “This creates a virtuous cycle that benefits all our platforms.”
CEO David Zaslav’s Vision for Cross-Platform Expansion
Warner Bros. Discovery’s CEO David Zaslav hinted at this shift earlier this year during a media conference hosted by Morgan Stanley. He mentioned that Dungey and Casey Bloys, HBO’s CEO, were exploring ways to bring HBO content to TNT and TBS without compromising the network’s premium brand.
“Channing is already working with Casey on making select HBO content available in ways that maintain its prestige while introducing it to new audiences,” said Zaslav. “We believe this approach provides real value in terms of viewership and engagement.”
This could mark a larger shift in Warner Bros. Discovery’s approach, using cable channels as a promotional vehicle for streaming exclusives. If this “sampling” experiment proves successful, viewers might see more recent HBO and Max originals making their way to traditional television in the future.
Will HBO Fans Accept This New Distribution Model?
The decision to air current or recent HBO series on cable could be a double-edged sword. On one hand, it expands audience reach and drives subscriptions to Max. On the other, it could dilute HBO’s reputation as a premium, must-subscribe network.
Fans of “True Detective” and “Hacks” might appreciate the accessibility, but will they accept a version that has been edited for cable standards? Furthermore, if HBO originals start airing regularly on TNT or TBS, will this erode the network’s exclusivity? These are the key questions Warner Bros. Discovery will need to answer as this strategy unfolds.
