Changes to two of HBO Brazil?s movie channels will come into effect on September 1. Cinemax Prime will be renamed Max Prime, focusing on action, adventure, suspense and adult movies. This means redefining its target audience as mainly male. Meanwhile HBO2, a multiplex channel, will be transmitted with a delay of three instead of six hours.
No official reasons have been given for the changes. Specialists see them as a repositioning move in preparation for the advent of digital and premium channels (such as HBO Family and HBO Plus), scheduled for launch in Brazil before the end of the year. HBO wants to avoid product overlap, they say.