MIAMI — The HBO Latin America Group has created a second premium feevee, the male-oriented Max Prime, to launch in the fourth quarter.
Last month, the pay TV programmer announced plans to launch HBO Family in Latin America.
The two feevees will form part of a premium 10-channel digital package that HBO will introduce by year’s end.
HBO/Max Digital will also include the existing movie feevees HBO, HBO Plus and Cinemax, plus time-shifted versions of those channels.
HBO is betting that this new digital package will help stimulate the development of digital cable in Latin America at a time when much of the region is mired in economic problems.
Overall, it calculates that the region has more than 2.5 million cable homes with addressable systems that allow for premium services, plus another 3 million satellite homes. It does not disclose sub figures for its own channels.
Max Prime is an extension of the Cinemax brand. It will focus on a male audience with action, suspense, blockbuster and f/x-driven pics, as well as erotic content.
HBO Latam Group is backed by affils of Time Warner Entertainment, Sony Pictures Entertainment and the Walt Disney Co., as well as by Ole Communications Group.