A new network aimed at men will be debuted by Discovery Communications in the fourth quarter, reports B&C.
The network, Velocity, will be an all-HD channel and will replace the current HD Theater network, the story says. It’ll be available in 40 million homes when it debuts, the piece adds. Velocity will feature programming about cars, sports, leisure, adventure and travel, such as "Chasing Classic Cars," and will begin with 400 hours of programming, the story says.
The company is aiming to draw college-educated men between 35 to 54 years old with an annual income of $150,000 or more, a niche Discovery believes isn’t currently served well on TV, the article adds.
With great fanfare Discovery launched the female-targeted Oprah Winfrey Network in January.