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‘Netflix doesn’t have a brand’ says new HBO boss

Bob Greenblatt described the SVoD as being "like Encyclopedia Britannica"

The new boss of HBO, Bob Greenblatt, has said Netflix doesn’t have a brand and is “just a place you go to get anything.”

Greenblatt, who only took up his new role on Monday, made the comment during an interview with NBC. He described the SVoD as “like Encyclopedia Britannica. That’s a great business model when you’re trying to reach as many people on the planet as you can.”

He has been tasked with leading AT&T’s Direct-to-Consumer business and is chairman of WarnerMedia Entertainment, which includes HBO, TNT, TBS and truTV.

WarnerMedia has already announced plans to launch its own streaming service later this year. Greenblatt admitted it will launch into a crowded field but “we think there’s room to carve out a very good consumer base for us.”

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