HBO Max is key to the future of AT&T’s entertainment empire, which helps explain why former Hulu chief Jason Kilar was just named WarnerMedia’s next CEO.

Although Kilar will oversee all of WarnerMedia — which encompasses Warner Bros., Turner, and HBO — when he takes over on May 1st, there’s an emphasis on HBO Max. In a statement, AT&T COO John Stankey specifically points out that Kilar’s experience with the direct-to-consumer market (his years as Hulu CEO between 2007 and 2013), “gives us the right management team to strategically position our leading portfolio of brands.”

HBO Max is more than just an experiment for AT&T. AT&T CEO Randall Stephenson described it as a “meaningful business” to the company that will play out over the next…

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