On the Media: "It's not TV it's…" – A Deep Dive into HBO's Evolution and Influence

Episode Overview: In the March 29, 2023 episode of On the Media, hosted by Ilya Maritz, the focus shifts to the illustrious history and enduring influence of HBO. Featuring an insightful interview with John Coblin, a New York Times reporter and co-author of “It's Not the Spectacular Rise, Revolution and Future of HBO”, the episode delves into HBO's strategic programming decisions, its symbiotic relationship with journalism, and the challenges it faces in an increasingly competitive streaming landscape.

1. HBO's Historical Trajectory and Business Model

The conversation opens with Maritz reflecting on HBO's legacy, noting its significant achievements such as nearly 40 Emmy Awards garnered by White Lotus in 2022, coinciding with HBO's 50th anniversary. Coblin underscores HBO's unique position in the television industry, emphasizing its commitment to a no-advertisement model and premium content delivery.

John Coblin [01:45]: "HBO pledged to transcend the television format, giving them their tagline it's not TV, it's HBO."

Coblin traces HBO's ownership transitions from Time Inc. to AOL, AT&T, and most recently Discovery, highlighting the network's resilience and adaptability through these changes.

2. Targeting Male Audiences: A Strategic Shift

Coblin reveals intriguing insights from his research on HBO's early strategic decisions to target male viewers, a demographic often seen as the primary controllers of the television remote.

John Coblin [02:22]: "Executives at HBO looked at the broadcast television landscape and they said this feels like it's mostly slanted toward women... a man controls the remote control and a woman will watch what he watches."

This strategic targeting influenced the network's programming, pushing for content with a "cable edge" to appeal more to male audiences, as evidenced by feedback on the 1990 show Dream On.

3. The Symbiotic Relationship Between HBO and Journalism

Coblin highlights HBO's deep-rooted connection with journalism and media criticism, a facet often unnoticed by casual viewers. This relationship shaped HBO's approach to creating content that resonates with critics and draws inspiration from non-fiction storytelling.

John Coblin [03:53]: "HBO has always been uniquely good at schmoozing with the press corps in New York and D.C., effectively 'electioning' their brand every month to retain subscribers."

He elaborates on how HBO executives, like Frank Rich, transitioned from traditional media roles to influential positions within HBO, contributing to the creation of critically acclaimed series such as Veep and Succession.

4. Influential HBO Shows Inspired by Journalism

a. Tanner '88: Coblin discusses Tanner '88, a political mockumentary that provided a nuanced look into presidential campaigns, blending journalistic integrity with fictional storytelling.

John Coblin [03:53]: "It was about a guy who was running for president in the 1988 election... HBO figured out really early on, there's a whole press corps in New York and D.C., what if we tried to schmooze with those people?"

b. Sex and the City: The origin story of Sex and the City illustrates HBO's strategic shift towards female-centric narratives following the successful premiere of Demi Moore's pro-choice film.

John Coblin [07:49]: "By 1996, HBO executives were like, maybe there are women viewers out there. Maybe we should find more stories about the female experience."

c. The Wire: Coblin highlights The Wire as a pinnacle of journalistic influence in fiction, with David Simon’s pitch embodying HBO's ethos of transforming conventional genres with deeper, more honest storytelling.

John Coblin [10:57]: "With The Wire, HBO took the cop show genre and infused it with a darker, more cynical viewpoint that other networks wouldn't dare to explore."

5. The Pivotal Role of Women Executives at HBO

The discussion sheds light on the significant contributions of women executives in shaping HBO's groundbreaking content. Coblin underscores the influence of figures like Sheila Nevins and Carolyn Strauss, whose creative decisions led to iconic series such as The Sopranos and Game of Thrones.

John Coblin [09:17]: "Carolyn Strauss is among them. Despite coming up with hit after hit for HBO in 2008, she was shown the door."

Coblin notes the paradox within HBO's executive dynamics, where successful women executives often faced career stagnation or dismissal despite their pivotal roles in the network's success.

6. Navigating the Streaming Revolution: HBO vs. Netflix

Coblin contrasts HBO’s artisanal approach to content creation with Netflix’s data-driven strategies. He posits that HBO's reliance on trusting creative instincts and artist visions has maintained its programming quality, even as Netflix grapples with inconsistent outcomes from its algorithm-based model.

John Coblin [14:57]: "HBO continues to have a better batting average because they stick with that same programming philosophy, which is fundamentally trust the artist."

This section explores how HBO's distinctive storytelling approach has allowed it to maintain prestige and relevance in a saturated streaming market.

7. Corporate Transitions and the Future of HBO

The conversation concludes with Coblin addressing the uncertainties surrounding HBO’s future under Discovery’s ownership. He reflects on past corporate takeovers and HBO's ability to withstand significant industry shifts, leaving listeners to ponder how the latest change might influence HBO’s storied legacy.

John Coblin [16:57]: "The jury is very much still out [on how Discovery will handle HBO's programming]."

Coblin emphasizes the network's historical resilience, suggesting that HBO might continue to thrive by adhering to its core philosophies despite new corporate influences.

Conclusion

This episode of On the Media provides a comprehensive exploration of HBO’s evolution, highlighting its strategic programming decisions, influential relationships with journalism, and the critical role of women executives in shaping its success. Through John Coblin's expertise, listeners gain a nuanced understanding of how HBO has maintained its prestige and navigated the complexities of the modern media landscape. As HBO stands at another crossroads with its acquisition by Discovery, the episode leaves us contemplating the future trajectory of a network that has long been synonymous with groundbreaking television.

Notable Quotes:

• John Coblin [02:22]: "A man controls the remote control and a woman will watch what he watches."
• John Coblin [07:49]: "Maybe there are women viewers out there. Maybe we should find more stories about the female experience."
• John Coblin [14:57]: "We trust the artist."