Research on the Entertainment Marketing Challenge of HBO

Abstract

With the development of the global entertainment industry, film and television productions are increasingly branded as commodities in today’s cultural consumption market. Viewing film and television have become an important part of people’s daily and cultural lives, it is particularly urgent to explore the development status and future trends of streaming brands. As a producer of mainstream film and television culture, HBO has grown across media and expanded its brand across the U.S. and international television landscape, where it is now a full-service content provider of original and iconic programming with a unique brand. Although it is generally believed that the birth of HBO changed the world, cable television has also changed how the network continues to shape popular culture and television industry, leading the way in reforming audiovisual consumption patterns, HBO is now facing increasingly serious challenges. This paper focuses on how HBO successfully promotes its programming, the problems that have arisen while expanding its brand in the U.S. and international television landscape and attempts to explore the optimization possibilities of its improvement policy and make recommendations.