Discovery plans entertainment channel for pay-TV

by Daniel Farey-Jones, Brand Republic 22-Nov-07, 09:00

LONDON - Factual and lifestyle broadcaster Discovery Networks UK is to launch a new cable and satellite entertainment channel, called Dmax and aimed at men, on January 8.

The aim of the channel, which will primarily target men aged 25-44, is to find new viewers by taking Discovery into the entertainment section of the Electronic Programming Guide.

Dan Brooke, general manager of Discovery Networks UK, said: "Research shows that habit drives pay-TV viewing trends and around 70% of TV viewing is done within the entertainment section of the EPG."

Dmax will feature documentary programming such as 'Deadliest Catch', about a crew of fishermen, and 'Miami Ink', which follows two tattoo artists.

There will also be action, adventure, scripted drama acquisitions and lifestyle programming, which Discovery said would be aimed at attracting male and female viewers.

The channel will be available on Sky 155 and Virgin Media 197. It will be backed with a website, which will go live on January 2.

Discovery's other channels include Animal Planet, the Discovery Channel and Discovery Real Time.

Earlier this week, it emerged that Discovery Networks EMEA is considering axing its London-based international advertising sales team with the loss of up to 20 jobs. Sources cited tough market conditions and a downturn in sales.