UPDATED with launch date: Warner Bros Discovery has confirmed its long-expected plan to jettison the “HBO” from HBO Max, asserting that its rebranded streaming service might be referred to as Max.

The brand new providing, which mixes programming from HBO Max and Discovery, will go stay Could 23. The corporate made the announcement throughout a press occasion at Stage 14 on its Burbank lot.

“It is a actual second for us … That is our time. That is our likelihood, and every thing is feasible,” CEO David Zaslav stated in his introductory remarks. “I really feel like, for our firm, that is our rendezvous with future.” The $43 billion Warner Media-Discovery merger closed a bit greater than a yr in the past, and 2023 additionally occurs to be the a hundredth anniversary of the founding of Warner Bros. The centennial offered a centerpiece for a gap video in addition to Zaslav’s feedback. He referred to as 2022 “a yr of coming collectively, a yr of restructuring, and now off we go, all collectively to construct Warner Bros. Discovery into the subsequent century.”

JB Perrette, President & CEO, International Streaming & Video games, Warner Bros Discovery, stated the purpose of mixing Discovery and Warner content material in a single service is to face out “in a sea of streaming companies” crowding the market. “On this period of peak confusion, we’re attempting to simplify and enhance the expertise for shoppers,” he stated.

After signaling for months that two streaming merchandise would mix into one, WBD backtracked earlier this yr and stated it might proceed to supply Discovery+ as a stand-alone streamer. That call got here after analysis indicated resistance amongst some diehard followers of the unscripted fare on Discovery+ to should spend significantly extra for an upgraded subscription.

Wednesday’s streaming occasion passed off a bit greater than a yr after the shut of the $43 billion merger of WarnerMedia and Discovery, a megadeal with streaming at its core. HBO Max launched in 2020, after hitting a number of bumps within the street, by WarnerMedia when it was totally owned by AT&T. The telco big spun off the leisure firm into the newly merged entity however retained a big stake.

Within the AT&T period, emphasizing the “HBO” in “HBO Max” was all the time a key a part of the company technique for moving into the streaming recreation, significantly due to the premium community’s present paid base of tens of hundreds of thousands of subscribers within the U.S. On the time launch plans had been made for HBO Max, Recreation of Thrones was concluding its record-smashing last season and the prevailing thought was that no shinier jewel existed within the company crown. No severe consideration was ever given to different names, and executives who oversaw the hassle to christen the service stated analysis tilted closely within the path of HBO. The robust affiliation with legacy HBO community, nonetheless, proved an early stumbling block by way of subscriber progress as the hassle to speak to linear viewers methods to “activate” a streaming account proved unwieldy. The official launch of HBO Max in Could 2020, which marked the final of 4 main new opponents to Netflix launched over a seven-month span, was additionally fully waylaid by Covid.

Whereas WBD CEO David Zaslav is as enamored of HBO because the AT&T regime total, his administration workforce concluded that the “HBO” within the identify positioned the overall leisure service as barely too rarified to match rivals like Disney+ or Netflix. The mixed service is house not solely to the coastal fixation Succession but additionally decidedly Center American unscripted collection like Bare and Afraid and 90 Day Fiancé.

Jill Goldsmith contributed to this report.