Notes on "Its not teen TV, its HBO Max: Revaluing and Reconstituting Teen Audiences Across Different Modes of Media Distribution"

Abstract Overview

• Thesis Focus: Examines the reconstitution and valuation of teen audiences during HBO Max's formation and launch (2018-2022) under WarnerMedia.
• Context: Shift to a streaming-first business model.
• Objective: Analyze how teen audiences are courted while maintaining HBO's quality branding.

Key Themes

1. Industrial Discourse Analysis Approach

• Methodology: Analyze the impact of shifting to streaming on WarnerMedia's teen brands.
• Focus: Transformation of teen audiences from subscribers to users.

2. Survey of Industrial Landscape

• HBO Max Launch Impact: Specific focus on WarnerMedia’s co-owned broadcast venture, The CW.
• Teen Audiences: Considered "bad objects" in traditional HBO branding but targeted during HBO Max's streaming strategy.

3. Case Studies

Gossip Girl Reboot

• Original Series: The CW (2007-2012).
• 2021 Reboot: Illustrates the tension between The CW as low-brow and Gossip Girl as a valuable HBO Max franchise.

HBO's Euphoria

• Season 1 (2019): Pay cable linear distribution.
• Season 2 (2022): Shift to concurrent linear and nonlinear distribution on HBO Max.
• Audience Dynamics: Blurs the lines between users and subscribers, engaging both linear and nonlinear viewers.

Broader Implications

• Legacy Media Challenges:
  • Revaluing content to appeal to constructed teen audiences.
  • Adapting to the streaming model while maintaining brand integrity.

Conclusion

• Teen-Oriented Content: The case studies highlight the strategic efforts to accommodate and reconfigure content for teen audiences.
• Impact on Legacy Media: Demonstrates broader challenges faced by media companies transitioning to streaming platforms.