The rollout applies from today to the Travel Channel in territories outside the US – where it airs in countries in Europe, the Middle East, Africa and Asia-Pacific. A US relaunch reflecting the new brand will follow later.
The move comes a year after Scripps acquired Travel Channel International and said that it aims to “bring the channel more in alignment with the overall Scripps brand,” bringing together Scripps’ library of content with new local commissions.
Outside the US, Travel Channel is also adding 400 hours of new content as part of the overhaul across six genres – adventure experience, factual travel, lifestyle, food, luxury and travel passions.
New shows due to premier in the coming months include Middle Kingdom Ride, It’s A Women’s World, Jonathan Phang’s Caribbean Cookbook and World’s Greatest Motorcycle Rides – Russia.
“Leveraging a well trusted brand in the US, we are building an even stronger brand together bringing our expertise and knowledge of the international market,” said Scripps’ senior vice-president of content and marketing for EMEA, Nick Thorogood. “We believe the new programming and presentation, alongside the new look, will appeal to all our audiences, affiliate partners and advertisers alike.”
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