WarnerMedia, fresh off the Discovery deal news, is introducing a new limited-commercial content destination on its TV networks that will bring select HBO Max series to linear.
Dubbed “Front Row,” this offering comes as WarnerMedia looks to build up its consumer base for the streaming platform, hoping that sampling programming on the linear channels will drive viewers to HBO Max.
“We know viewers discover content in a variety of ways, and with ‘Front Row’ we are giving more of them an opportunity to encounter our groundbreaking Max Originals. To put it simply, we’re growing audience. That’s valuable to each and every one of our partners from distributors to brands,” Tony Goncalves, exec VP and chief revenue officer, WarnerMedia, said in a statement.
For advertisers, Front Row gives brands an opportunity to be a part of HBO Max shows, which thus far have predominantly aired with no commercials.
The company did not detail what exactly the ad load in Front Row would look like, but Brett Weitz, general manager, TBS, TNT and truTV, said during a press call on Wednesday morning that it would be "significantly less than what you are currently seeing on any of our networks."