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OTT Streaming: HBO Max Sets its Sights On Africa, Middle East And Europe

Warner Media's HBO Max is trying to expand its reach in Africa, the Middle East, and Europe. The popular streaming service has announced the region's leadership team ahead of HBO's rollout and expansion strategy across these territories, for later this year.

Christine Sulebakk will be responsible for this HBO Max strategy across Europe, the Middle East and Africa (EMEA) as HBO Max general manager. However, the media group has not announced or indicated the exact dates when HBO Max would be made available in sub-Saharan Africa as a video streaming service.

This project is most likely to take a couple of years as Sulebakk mentioned in a statement to the media that her HBO Max EMEA team would launch HBO Max into "many new territories across Europe, the Middle East and Africa in the years to come." Her team now includes Line Mykland leading the HBO Max content experience division to develop and implement the editorial strategy to focus on local audiences. Mykland has previously worked on the rollout of HBO Nordic and then the launch of HBO Europe.

From now on, HBO Max EMEA will also work closely with colleagues at WarnerMedia International, headed by Priya Dogra, president of WarnerMedia EMEA and Asia — excluding China — and members of her team, including Hannes Heyelmann from programming, head of original programming Antony Root, Pierre Branco from affiliate sales, and Vanessa Brookman, director of kids.

"With this strong group of executives, their great experience from decades of working within the direct-to-consumer business and their highly skilled teams, we are more than ready to upgrade our HBO-branded services across Europe to HBO Max, while also planning, preparing and launching in many new territories across Europe, the Middle East and Africa in the years to come," says Sulebakk in the statement.

"Supported by all our WarnerMedia colleagues and as part of a best-in-class global HBO Max team, I couldn't be more excited about the ambitious plans for HBO Max and the journey ahead of us."

Africa has seen massive growth in the video streaming industry, in South Africa MultiChoice just recently added both Netflix SA and Amazon Prime Video as two of the available global streaming services to its DStv Explora Ultra decoder.


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