The executive will be responsible for the international rollout and management of WarnerMedia’s direct-to-consumer product. Its first focus will be Latin America, where is expected to launch in 2021.
WarnerMedia, a division of AT&T Inc., announced that Johannes Larcher will join the company in August as Head of HBO Max International. He will report to Gerhard Zeiler, Chief Revenue Officer at WarnerMedia & President at WarnerMedia International Networks.
Larcher will be responsible for the international rollout and management of WarnerMedia’s direct-to-consumer product HBO Max, which launched successfully in the United States on May 27, 2020. His first focus will be the launch in Latin America, which is expected in 2021. Larcher will work closely with Whit Richardson, President at WarnerMedia Entertainment Networks, Latin America; and Priya Dogra, President at WarnerMedia Entertainment Networks, EMEA & APAC.
“I got to know Johannes as a passionate entrepreneur. His leadership skills, together with his strong direct-to-consumer and digital experience, international business foundations and tech expertise, give him the perfect background to drive the growth of HBO Max beyond the United States,” Gerhard Zeiler said.
Meanwhile, Johannes Larcher added: “Living at the crossroads of digital technology and content, I’m thrilled to help create unforgettable entertainment experiences for consumers in international markets and make HBO Max an indispensable streaming service around the world”.
Johannes Larcher currently serves as Managing Director, Digital at MBC Group, the Middle East’s leading media company based in Dubai, where he successfully transformed the group’s flagship digital product, Shahid VIP, into the world’s largest Arabic language video streaming service with over 1.4 million subscribers.