The Atlantic

HBO Max’s Golden Ticket

The details of the newly announced mega-service are murky, but it has one huge advantage over Netflix: the streaming rights to Friends.
Source: NBC / Everett Collection

As media conglomerates prepare for the of streaming television, it appears the most pivotal branding choice is the suffix. What punchy addendum do you tack on to your company name to suggest something new and exciting is in the offing? Disney and Apple went for a plus sign, as they spool up their Netflix competitors and. WarnerMedia, which plans to pull together its ample TV and film libraries for one big umbrella package, is going with “,” promising is as yet unnamed; perhaps it can be called “NBC Ultra,” or maybe it’ll just add an exclamation point.)

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