Discovery launches Velocity

Discovery Communications is rebranding its Discovery HD Theater channel as upscale male lifestyle channel Velocity. The channel, which will launch in the fourth quarter of the year, will initially roll out in the United States but could see the network launched across its international network.

The channel, which will target male viewers that earn over US$150,000 (€100,000) per year, will air series including Mecum Auto Auctions, Chasing Classic Cars and Cafe Racer.

This follows the rebranding of a number of other high profile Discovery channels including Discovery Health to OWN: Oprah Winfrey Network and Discovery Kids as The Hub.

“As the first network devoted to the upscale men’s market, Velocity will be a hub for viewers within this key demographic, as well as the wealth of advertisers that target them,” said chief executive David Zaslav.