Discovery US to rename HD Theater cable network as Velocity

MUMBAI: US broadcaster Discovery Communications has announced plans to rename its HD Theater cable network to Velocity, effective in the fourth quarter of the year.

The all-HD network will be available in around 40 million homes at the time of its introduction, and will be found at the channel location currently occupied by HD Theater.

Velocity, which will be an upscale male lifestyle network, will feature more than 400 premiere hours of new and returning series and specials showcasing the best of the automotive, sports and leisure, adventure, and travel genres.

Shows currently on HD Theater; including Inside West Coast Customs, Café Racer and Chasing Classic Cars, will be pillars of the Velocity primetime lineup.

Discovery Communications president and CEO David Zaslav said, “Velocity continues Discovery’s tradition of maximising the value of each of its cable platforms. It is going to be a game changer when it officially joins our portfolio of U.S. networks later this year. 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.”

Velocity’s programming will be character-driven, dramatic and engaging. From multimillion-dollar auctions and incredible auto
makeovers to high-stakes gaming and insider guides to “the good life,” Velocity will touch on all the subjects that appeal to the upscale man.

The on-air look and feel of Velocity will be both timeless and timely, from its neoclassic logo and graphics package to its prominent usage of rock and roll music.

Velocity senior VP Robert S. Scanlon said, “In the same way that a car once defined the person who drove it, Velocity will define the viewer who watches it. Whether you are a car aficionado or just someone who prefers fast-paced, high-stakes television, Velocity will become a must-have entertainment destination.”

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