HBO Latin America announced that, beginning January 10, MAX HD will change its name to MAX UP in its Brazil, Pan-American and Mexico feeds. The change is a result of all channels of the HBO/MAX Premium package – which MAX UP is a part of – currently being available in high definition (HD).

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Subscribers will continue enjoying the same content, which offers a light and positive alternative for entertainment. MAX UP is the young and irreverent channel of the group: simple, with its own opinion, and without boundaries between the content and its audience. MAX UP offers the blockbuster Hollywood hits and most exciting European premieres, completely in HD, with Dolby Digital 5.1 sound and a widescreen format, 24 hours a day, 7 days a week.

During the month of January, subscribers can enjoy the exclusive premiere of Girl Most Likely and It Happened in Saint-Tropez, and the films Lost and Found in Armenia and Highland Park in February.

* For more information on MAX UP and the HBO/MAX family of channels, either call (246) 620-FLOW/3569 or visit www.hbomax.tv.