HBO Register Local Trademark As Stan Makes Desperate Play For Content
The content streaming market in Australia has just been cranked up a notch with the revelation that US entertainment giant HBO has registered a local trademark and is tipped to join Foxtel, Stan, Disney and Netflix in the local streaming market, a move that is tipped to hurt free to air TV networks who are already reeling from poor sales during the peak November December period.
HBO the Hollywood creators of blockbuster movies Game of Thrones and The Wire is now considering setting up a standalone business in Australia after their application was approved on January 28.
HBO’s formal registration of a trademark in Australia could be a major blow to local streaming services including Stan who are currently in negotiations to try and secure the rights to stream HBO assets when the Foxtel deal with HBO comes up for renewal.
According to Nine News HBO’s owner, US telecoms giant AT&T, last week revealed it had taken a $1 billion revenue hit as it withheld key shows in its portfolio from streaming services such Netflix and Hulu as it prepares to launch its own direct-to-consumer service, HBO Max, in May.
Foxtel currently has the exclusive rights to air HBO content in Australia, a deal with two years left to run.
Stan who is desperate for new content have also approached other Hollywood studio’s for content.
AT CES 2020 several TV brands including TCL, LG and Samsung said that they expect to roll out several new content partners in 2020 apart from Apple+ and Disney+.
Samsung and LG have both held talks with HBO in recent months about the inclusion of an HBO Max app on their TV’s.
Shortly Foxtel will launch its own drama streaming service, codenamed ‘Projects Ares’ this will deliver Foxtel subscribers the best of both worlds ‘Sport & Movies”.
Stan, which ChannelNews exclusively revealed has lost Disney shows and movies when Disney+ launched in Australia is desperate to cut content deals after Showtime which is owned by CBS despite local executives admitting that they will not renew the Stan Showtime contract when it ends.
When HBO launch HBO Max in Australia it’s tipped that consumers will simply expand their investment in streaming which is what happened when Disney + launched claim observers.
Insiders are tipping that Foxtel will retain the rights to HBO content similar to the deal between HBO and Sky in the UK.
ChannelNews understands that Stan is willing to make a big offer to HBO to get them to switch to Nine Entertainment who are also offering HBO “Unlimited exposure across the Nine Network and their digital and print publications.
Nine publication The Sydney Morning Herald has suggested that ‘Alternatively, HBO may licence its new original content to a local service for two years and align its expiry to the end of the HBO deal with Foxtel. That would delay a decision on whether HBO Max would launch for a further two years.