The ‘HBO’ is coming back to Max

Warner Bros. Discovery is changing the name of its streaming service back to HBO Max. During its Upfront event on Wednesday, the company announced that it will rebrand Max this summer, a change HBO head Casey Bloys said “better represents” its offering.

The company said in a press release that “returning the HBO brand into HBO Max will further drive the service forward and amplify the uniqueness that subscribers can expect” from the service.

“The powerful growth we have seen in our global streaming service is built around the quality of our programming,” Warner Bros. Discovery CEO David Zaslav said in a statement. “Today, we are bringing back HBO, the brand that represents the highest quality in media, to further accelerate that growth in the years ahead.”