HBO Max brings on board new GM to grow direct to consumer biz in Asia

Jason Monteiro, a senior media executive with OTT leadership experience across Asia Pacific and the Middle East, has been named general manager of HBO Max Southeast Asia, Hong Kong and Taiwan.

Monteiro (pictured) will be responsible for the day-to-day operations of WarnerMedia’s direct-to-consumer business, leading content experience, brand, marketing, subscriber management, digital partnerships and data analytics. Based in Singapore, he will oversee the existing HBO GO streaming service and the eventual launch of HBO Max in the region, building and leading a team of cross-functional executives to maximise the streamer’s success.

“Monteiro arrives at HBO Max with a proven track record of building and growing subscription services across Asia and other important global markets,” said Johannes Larcher, head of HBO Max International, to whom Monteiro will temporarily report until a new managing director for the broader INSEAK region (India, Southeast Asia and Korea) is appointed.

“He’s a passionate leader known for building and inspiring high-performing teams, and I’m eager to see his leadership in action as he steps into his new role today.”

Monteiro has extensive experience in streaming, most recently serving as the director of AVOD at Shahid, the leading Arabic content streaming platform. In this role, he was responsible for the general management of the streaming platform’s free tier, covering user growth and engagement, overseeing the content catalogue and monetising through effective advertising solutions. Prior to Shahid, Monteiro was general manager of Indonesia and Malaysia for iflix, and he also ran marketing as the company’s chief marketing officer. He has also held leadership roles at a number of telecommunications companies across Southeast Asia and the Middle East, as well as in Australia and New Zealand.

“I could not be more excited to be joining this amazing organisation and in particular to lead the charge for HBO Max,” added Monteiro. “It’s going to be such a thrill to work with the people across WarnerMedia to bring the likes of Game of Thrones, Harry Potter, DC, Warner Bros., HBO favorites, new Max Originals and many more, to the viewers in Southeast Asia.”

HBO Max launched in the US in May 2020 and began its global roll out last year, launching in 39 countries across Latin America and the Caribbean in the summer. The streaming platform arrived in Europe in October with launches in the Nordic countries of Sweden, Denmark, Finland and Norway, as well as Spain and Andorra. It will continue to launch in additional European countries this year.

While no dates have been confirmed for the arrival of HBO Max in Asia, WarnerMedia remains focused on the growth of HBO GO, the company’s existing streaming service in the region.

Most recently, HBO Max saw the departure of Amit Malhotra. Malhotra joined in June 2021 as MD, Southeast Asia and India, and reported to Larcher during his time with the company. He was responsible for the rollout and management of WarnerMedia’s direct-to-consumer platform in Southeast Asia, and also assumed responsibility for HBO GO, WarnerMedia's existing OTT streaming service available in eight territories across Southeast Asia.

Malhotra was previously Disney+'s regional lead for Southeast Asia where he was responsible for overseeing the launch and operations of Disney’s streaming services in the region, including Disney+, Disney+ Hotstar, and Hotstar. He was also in charge of the content sales and distribution division as part of The Walt Disney Company’s direct-to-consumer and international business in South APAC and Middle East.

Separately, HBO Max brought on board Daniel Tan as VP, marketing for Southeast Asia last month. Tan oversees all HBO Max marketing efforts in Southeast Asia to lead the brand and grow subscriptions to the new service. HBO Max confirmed his appointment but declined to comment further. He was also previously with Disney+, last helming the role of marketing head.