HBO rebrands Max HD in LATAM

DetailsJuan Fernandez Gonzalez | 09 January 2015

'Same attitude, different brand' is the slogan used by HBO Latin America to announce the rebranding of Max HD in the region, which will be called Max Up from next week in a change affecting the Max pan-American feed and local signals in Brazil and Mexico.

According to HBO Latin America, there is no need to highlight the HD feature, as all the channels included in the HBO/Max premium package are already available in high definition.

Subscribers across the region will continue to receive exactly the same content after the rebranding, programming which targets a young audience with Hollywood and European blockbusters broadcast 24/7 in HD with Dolby Digital 5.1.

Among other premieres, Latin American subs will be offered movies such as Girl Most Likely, It Happened in Saint-Tropez, Lost and Found in Armenia and Highland.

The HBO/Max premium pay-TV package, in which Max Up is included, is also comprised of HBO, HBO2, HBO Signature, HBO Plus, HBO Family, HBO Caribbean, Max, Max Prime and Max Caribbean.