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Sarah Aubrey Balances HBO Legacy and Max Ambitions

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  Published in Media and Entertainment on Wednesday, February 18th 2026 at 21:12 GMT by Observer
      Locales: UNITED STATES, UNITED KINGDOM, FRANCE

Sarah Aubrey: Balancing HBO's Legacy with Max's Ambitions

Perhaps the most delicate balancing act falls to Sarah Aubrey, head of HBO and Max. For decades, HBO was synonymous with high-quality, critically acclaimed television - shows like The Sopranos, The Wire, and Game of Thrones set a new standard for the medium. However, the advent of streaming has disrupted this model. Max, WBD's flagship streaming service, is intended to be the future of HBO's distribution but has stumbled out of the gate, grappling with subscriber churn following content purges intended to cut costs and refocus the platform. Aubrey's mandate is twofold: nurture the prestige of HBO's linear offerings and build Max into a competitive streaming powerhouse, rivaling the likes of Netflix, Disney+, and Amazon Prime Video.

This isn't simply about adding more content; it's about curating a library that aligns with HBO's brand identity while also appealing to a broader audience. Aubrey is strategically leaning into internationally-focused content, recognizing the significant growth potential in global markets. "We want to make sure that we're not losing sight of what made HBO great," Aubrey recently stated. "We are trying to marry the best of linear with the best of streaming, but we need to be smart about it. We've got great content, great brands and amazing people. We just need to execute." The execution, however, is proving to be exceptionally complex. The company faces constant scrutiny over content decisions and the perceived dilution of the HBO brand. The pressure to deliver both quality and quantity is immense, requiring careful navigation of budgetary constraints and creative vision.

Mark Thompson: Restoring CNN's Credibility in a Fractured Media Landscape

Mark Thompson, the newly appointed chair and CEO of CNN, faces a very different set of hurdles. The 24-hour news cycle has become increasingly polarized and fragmented, with CNN experiencing declining ratings and a growing erosion of trust among viewers. The challenge for Thompson isn't just about delivering the news; it's about restoring CNN's reputation as a non-partisan and reliable source of information. He must also contend with the financial pressures facing traditional cable news, as viewers migrate to digital platforms and alternative news sources.

Thompson's background at the BBC - a globally respected public service broadcaster - is informing his approach. He's advocating for a return to core journalistic principles, emphasizing fact-based reporting and diverse perspectives. He has initiated cost-cutting measures to improve efficiency, but also acknowledges the need for innovation and investment in digital platforms. The future of CNN depends on its ability to regain audience trust, adapt to the changing media consumption habits, and discover sustainable revenue streams in a world where news is readily available online - often for free.

Kathleen Saxton: Orchestrating Content Strategy Across a Vast Portfolio

Overarching all these individual efforts is the role of Kathleen Saxton, head of global brands and content marketing. Saxton is the architect of WBD's overall content strategy, responsible for ensuring that resources are allocated effectively and that the company's diverse brands work in synergy. This is a particularly complex task given WBD's expansive portfolio, which includes everything from blockbuster movies and prestige dramas to reality television and children's programming. Saxton's focus is on creating content that resonates across both theatrical releases and streaming platforms, maximizing its reach and impact. She's crucial in identifying synergistic opportunities and ensuring that WBD's brands maintain a consistent identity.

The Driving Force: David Zaslav's Vision

Ultimately, the direction of Warner Bros. Discovery is guided by the vision of CEO David Zaslav. He's a staunch advocate for restoring profitability and streamlining operations, often prioritizing financial performance over creative risk-taking. His decisions, while sometimes controversial, reflect a determination to reshape WBD into a more efficient and competitive media company. He's publicly committed to prioritizing quality over quantity, aiming to deliver fewer, more impactful projects. The success of these executives, and WBD as a whole, hinges on their ability to navigate the turbulent waters of the modern media landscape and execute Zaslav's ambitious vision.