Warner Bros. Discovery Upfront 2025: HBO Max Rides Again, TNT Post-NBA and (Gasp!) “Dancing with Sharks”??
What would TNT look like this fall without National Basketball Association games for the first time in decades? What advertising opportunities are coming soon to Max, TBS and all those ad-supported unscripted/lifestyle channels? How will CNN gear up another try at a megacontent format? Will the New York Knicks win and clinch an NBA Eastern Conference final spot tonight? Those questions and others were top of mind with the crowd awaiting Warner Bros. Discovery’s annual Upfront presentation Wednesday morning from Madison Square Garden’s rotunda theater. When the showcase wrapped under 90 minutes later, attendees departed with some clear answers -- and at least one new question to ponder: Has Shark Week, the long-running Discovery Channel’ summer attraction (ahem with dread) finally jumped the shark?
The Big Message: Few media organizations can deliver the range and quality of ad-supported content like WBD -- content that consistently shapes viewing habits and national culture. “Everything we’re showing today reflects our evolution,” noted Ad Sales Co-President Ryan Gould. “We stand on a foundation constructed from world class IP. Stories that have built-in fanbases and cultural relevance that cuts through the noise.” There’s more groundbreaking directions ahead, promised Co-President Robert “Bobby” Voltaggio. “We will continue to take bold leaps forward and embrace new technologies to give clients and brands more power and control and to drive even greater results.”
Hosts: Gould and Voltaggio bookended the presentation, with a mix of executives and talent handling key segments. The executive roster included Warner Bros. TV Group/U.S. Networks Chairman and Chief Executive Channing Dungey, her counterpart at HBO/Max Casey Bloys, and Global Chief Marketing Officer Shauna Spenley. TNT Sports studio host Adam Lefkoe and CNN anchorperson Anderson Cooper were among the celebrity presenters.
What Worked: Finding ways to include as many WBD services as possible throughout the event, from comprehensive video montages to Dungey ticking off a set of new unscripted series in her remarks. Even Cartoon Network, unaccounted for in recent years, was recognized for its original series during one montage.
What Also Worked: How Bloys handled the revelation that Max will revert back to HBO Max this summer. Didn’t beat around the bush in acknowledging that the initial switch of name to Max two years ago this month didn’t work out with consumers as planned. Extra credit for giving the news a humorous exclamation point. “We’re looking forward to John Oliver’s take on our rebrand,” he added, referring to Last Week Tonight’s host. “It should be funny.”
What Can Work Here: Taking a few minutes to recap what’s coming soon on Animal Planet, Magnolia Network, and other unscripted services.
Data Points: HBO Max is expected to have at least 150 million customers (ad-supported/ad-free formats combined) worldwide by the end of 2026. Throughout 2024, WBD’s news and sports content was watched by more than 141 million consumers. WBD generated six of the top 10 new unscripted series on cable last year.
News: TNT’s post-NBA coverage sports lineup this summer and fall will include French Open tennis and FIFA Club World Cup soccer for the first time, followed by Big 12 and Big East conference football and basketball games this fall and winter. Drama series and miniseries will make a comeback there, starting with The Librarians reboot later this month and the political thriller High Value Target next year. CNN will launch a new smart TV set/device-distributed service in the near future, along with a separate CNN Weather venture. The upcoming Food Network competition series includes Guy’s Flavortown Games and Family Recipe Showdown, hosted by Academy Award-winner Octavia Spencer. And what hands-down will be a nominee for the head-turning programming play of 2025 anywhere in TV land, Shark Week will debut Dancing with Sharks, a competition -- your eyes are NOT deceiving you -- where expert divers partner up with sharks to bust some moves under the sea. Really…and with former Dancing with the Stars host Tom Bergeron describing the action even!
Bonus Points: Our long annual anti-tea nightmare at Madison Square Garden is over! For the first time ever, the home base of WBD’s presentation served both coffee and tea to attendees prior to entering the theater. Two thumbs way up for that!
Parting Words: “Are we stepping into character right now? If so, I need a cocktail.” -The White Lotus co-star Carrie Coon
“What’s more exciting than upfronts? Not happening!” -Conan O’Brien, appearing on tape to rant about new WBD advertising initiatives
“While our sports rights have changed, our DNA remains the same…. Our portfolio is more dynamic and diverse.” -Luis Silberwasser, TNT Sports Chairman and Chief Executive Officer
“It’s bread that really brings people together. That and alcohol.” -Monk star/The Marvelous Mrs. Maisel co-star Tony Shalhoub, showcasing his new CNN series Breaking Bread
“Now that’s what I call original programming,” -Warner Bros. Television Group and U.S. Networks Chairman and Chief Executive Officer Channing Dungey, introducing Dancing with Sharks
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Simon Applebaum
Simon Applebaum has covered the TV medium for more than 38 years. Now a regular MediaVillage columnist, he produces and hosts Tomorrow Will Be Televised, a program all about TV, now in its 12th year. Previously, he was a senior editor for various TV-centric …
