HBO Max EMEA Boss Anthony Root has set out his team’s stall to “broaden the appeal” of the streamer “beyond the die hard Euphoria fan.” Speaking alongside his European…
, Root said the international team is looking to attract new subs to the platform who “might not otherwise have thought to subscribe” by commissioning “fresh” content and pushing into new genres such as competition formats and adventure shows.Root and his production team pointed to upcoming shows from new voices such as Spain’spenned by four established actresses.“We want to broaden the appeal of what we do in local original programming beyond the die hard fan,” he explained.
Root positioned the team as “very much open for business” and said budgets will be “at different price points, not always at super high drama level.”HBO Max rolled out to 15 more European territories earlier this month and is already available in many others, although not Root’s home country of the UK due to an existing deal with Sky.
Vera Peltekian, France VP and Commissioning Editor of Original Production, the newest member of the team, is yet to commission a show but said she wants to “challenge preconceived ideas” in genres such as comedy for an educated younger audience. “It’s not only shows that make you laugh but we want to talk about social issues and explore emotions,” she added. “In France you have many cop shows, for example, so it’s not a priority to add another cop show but we instead want to look at re-shaping dramedy, comedy or romcom.”
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