Discovery to Rebrand One of Its U.S. Channels

Jul 9, 2014  •  Post A Comment

Discovery Communications, which owns more than 100 channels worldwide, is rebranding one of its domestic cable channels, Discovery Fit & Health, Deadline.com reports.

The rebranded channel, Discovery Life Channel, is set to launch Jan. 15, 2015. The move comes in an effort to bolster the channel's audience and appeal to advertisers, the report notes.

Other channels in Discovery's U.S. lineup include American Heroes Channel, TLC and Animal Planet.

Discovery Life Channel will have as its mission combining “the most successful current programming from Discovery Fit & Health’s library of healthy, medical and factual programming with new series that explore life’s unexpected challenges and the moments that really matter,” the company said.

The channel, overseen by Henry Schleiff — Discovery group president for Investigation Discovery, Destination America, American Heroes Channel and Discovery Life Channel — will target women 25-54.

The network currently reaches 47 million homes, a number that’s viewed by many large advertisers as too small to target, and has been a “work in progress for more than a decade,” the story notes.

Said Schleiff: “This transition signifies Discovery’s commitment to providing audiences with the very best non-fiction content on television, and we are excited to unveil a reinvigorated network that aims to attract new viewers while delivering the high-quality and high-stakes programming our current audience loves."

Discovery Fit & Health launched in early 2011 after a merger of FitTV and Discovery Health Channel, which was replaced by Oprah Winfrey's cable channel OWN.

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