Warner Bros. Discovery is the proposed new moniker for the combined WarnerMedia and Discovery joint venture coming together as AT&T spins off its investment in Time Warner.
Discovery chief David Zaslav announced the new name Tuesday morning as he held a town hall with WarnerMedia employees from the Warner Bros. studio’s Burbank lot.
“Warner Bros. Discovery will aspire to be the most innovative, exciting and fun place to tell stories in the world – that is what the company will be about,” Zaslav said. “We love the new company’s name because it represents the combination of Warner Bros.’ fabled hundred year legacy of creative, authentic storytelling and taking bold risks to bring the most amazing stories to life, with Discovery’s global brand that has always stood brightly for integrity, innovation and inspiration. There are so many wonderful, creative and journalistic cultures that will make up the Warner Bros. Discovery family. We believe it will be the best and most exciting place in the world to tell big, important and impactful stories across any genre – and across any platform: film, television and streaming.”
The decision to showcase the Warner Bros. studio name in the company is telling. Zaslav and his team have doubt has heard complaints from Warner Bros. veterans that the AT&T years were particularly hard on morale.
AT&T and Discovery rocked the industry on May 17 by unveiling plans to combine Discovery and AT&T’s Time Warner assets into a joint venture that would be spun off as a separate entity. In announcing the new name, Discovery cited a line from the 1941 classic “The Maltese Falcon,” a gritty John Huston crime drama that helped define Warner Bros. “The stuff that dreams are made of” will be part of the company’s “wordmark” in a nod to “the rich legacy of Warner Bros. and the focus of what the proposed company will be about,” Discovery said.
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