Over the years, several TV studios have won numerous awards for their TV series, but one of the most successful in recent years has been HBO. As of the 2021 Emmy Awards, HBO has won a total of 144 Primetime Emmy Awards for their original programming, including some of the most critically acclaimed shows of the past two decades:
- 47 awards for “Game of Thrones”
- 21 awards for “The Sopranos”
- 16 awards for “Veep”
- 11 awards for “Boardwalk Empire”
- 10 awards for “Angels in America”
- 9 awards for “Big Little Lies”
- 8 awards for “Chernobyl”
- 7 awards for “John Adams”
- 6 awards for “Sex and the City”
Every product manager and company can learn several lessons from HBO’s success how to build products that people are mad about.
How it all started
HBO (Home Box Office) was founded in 1972 by Charles Dolan — a businessman and attorney who had previously worked in the cable television industry. He saw an opportunity to create a premium cable network that would offer high-quality programming to subscribers for a monthly fee, without advertising interruptions. It was a way to provide movies to customers who lived in areas with poor reception. At the time, the network only broadcasted movies, but it quickly expanded to include other types of programming, such as sports, documentaries, and original series.
In the early years, HBO faced significant financial challenges and struggled to attract subscribers. However, the network gradually grew its audience and reputation for high-quality programming, and in the 1990s, it became a major force in the entertainment industry.
Creating Own Series
HBO began creating its own original series in the early 1990s, starting with the legal drama “Oz” in 1997 (NB: pre Netflix Technology Blog). Prior to that, HBO primarily relied on licensing and airing movies and television shows from other networks and studios. Prior to that, HBO primarily relied on licensing and airing movies and television shows from other networks and studios. There were a few key reasons why HBO began producing its own original content:
- Differentiation: With more and more networks and streaming services emerging, HBO needed to differentiate itself from the competition. By creating its own original content, HBO was able to offer exclusive programming that could not be found elsewhere.
- Brand Building: By producing high-quality programming, HBO was able to build a strong brand identity around quality and innovation, which has helped the network attract and retain viewers over the years.
- Revenue Growth: By producing its own content, HBO was able to generate additional revenue streams from DVD sales, streaming, and licensing, which helped the network grow its business and compete with other networks and studios.
- Creative Freedom: By producing its own content, HBO was able to offer more creative freedom to writers and directors, allowing them to take risks and tell stories that might not be possible on other networks or in the traditional Hollywood system.
These strategic moves to create original content at HBO were made by a combination of executives and creative talent at the network. Michael Fuchs who was the CEO of HBO from 1984 to 1995 is credited with spearheading the network’s move into original programming. Fuchs recognized the need for HBO to differentiate itself from other networks and saw original programming as a key way to achieve that. After Michael, Chris Albrecht, the president of HBO from 1995 to 2007, oversaw the network’s expansion into original programming during his tenure. Albrecht is credited with greenlighting many of HBO’s most successful shows, including “The Sopranos,” “Sex and the City,” and “The Wire.” It is important to mention David Chase who created “The Sopranos,” which premiered in 1999 and is widely regarded as one of the most important and influential shows in television history. “The Sopranos” helped establish HBO as a leader in original programming and set the stage for the network’s continued success in the years to come.
The combination of strong leadership and creative vision has been key to HBO’s success in the original programming space.
Lessons for the Product Companies
There are several lessons one can learn from the HBO’s success:
- Focus on Quality: One of the reasons for HBO’s success has been its focus on producing high-quality programming that resonates with audiences. B2B SaaS companies can similarly focus on producing high-quality products and services that meet the needs of their customers.
- Differentiate Your Offering: HBO has been able to differentiate itself from other networks by offering premium, exclusive content that cannot be found elsewhere. Similarly, B2B SaaS companies can differentiate themselves by offering unique features or services that set them apart from competitors.
- Embrace Innovation: HBO has always been willing to embrace new technologies and methods of distribution, such as streaming and on-demand services. B2B SaaS companies can similarly embrace new technologies and ways of doing business to stay ahead of the curve and remain competitive.
- Build Strong Relationships: HBO has built strong relationships with its content creators and talent, which has enabled the network to consistently produce high-quality programming. Similarly, B2B SaaS companies can build strong relationships with their customers, partners, and employees to foster loyalty and drive success.
- Take Risks: HBO has taken risks with its programming, producing shows that are bold and innovative, and sometimes controversial. B2B SaaS companies can similarly take calculated risks with their products and services to differentiate themselves and drive growth.
- Attract A-talent: HBO works with some of the most talented writers, directors, and producers in the industry. They have a track record of attracting top talent, and their shows often feature award-winning performances and writing.
- Provide Freedom and Flexibility: HBO is a premium cable network that doesn’t have to rely on advertising revenue, which gives them more freedom and flexibility to take risks with their programming. They are not beholden to the same ratings pressure as broadcast networks, and they can afford to experiment with different types of shows and storytelling.
- Be Attentive to Detail: HBO takes a lot of care with the production values of their shows, from the writing and acting to the music and cinematography. They invest a lot of time and money into making sure that every aspect of their shows is top-notch.
HBOs of Tech World
If we were to compare HBO to a product company in the tech industry, there are a few examples that come to mind:
- Apple: Like HBO, Apple is known for producing high-quality, premium products that are designed to stand out from the competition. Apple is also known for its strong brand identity and commitment to innovation, which are both characteristics that are shared by HBO.
- Netflix: While HBO has been producing original content for much longer than Netflix, the two companies share some similarities. Both Netflix and HBO have built strong brand identities around quality programming, and both companies have invested heavily in original content in order to differentiate themselves from the competition.
- Tesla: While Tesla is not a direct comparison to HBO, there are some similarities in terms of the companies’ commitment to innovation and quality. Both Tesla and HBO are known for taking risks and pushing boundaries in their respective industries, and both companies have built strong brand identities around their unique products and services.
- Salesforce: Like HBO, Salesforce is known for being a leader in its industry and for providing a high-quality product that is designed to stand out from the competition. Both HBO and Salesforce have also built strong brand identities around their products and services, and both companies have a track record of innovation and pushing boundaries in their respective industries.
- Slack: While Slack is a different type of product than HBO, there are some similarities in terms of the companies’ focus on building a strong brand identity and providing a high-quality product. Both Slack and HBO have a reputation for being innovative and for investing heavily in the user experience in order to differentiate themselves from the competition.
- Zoom: Like HBO, Zoom is a leader in its industry and is known for providing a high-quality product that has become synonymous with its brand. Both HBO and Zoom have built strong reputations for quality and reliability, and both companies have invested heavily in innovation in order to stay ahead of the competition.
All in all, product companies can learn from HBO by focusing on quality, differentiation, brand building, and innovation. To stand out from the competition, product companies should aim to produce products and services that are of the highest quality, unique, and meet the needs of their customers. They should also invest in building a strong brand identity that resonates with their customers and sets them apart from the competition. Lastly, they should invest in innovation to stay ahead of the competition and produce products and services that meet the changing needs of their customers.
