Discovery launches gender-specific lifestyle networks

MUMBAI: After the launch of their lifestyle channel - Discovery Travel & Living - the Discovery Networks International is now spreading its wings with the launch of gender-specific lifestyle channels, namely Discovery Home & Health for females and Discovery Real Time for males.

While Discovery Home & Health was launched on 27 March in Latin America, it will set foot in the UK on 7 May. Discovery Real Time will also launch for the first time in the UK on the same day.

Discovery Home & Health will cover issues such as beauty, parenting, relationships and well-being. The new channel will be initially available in more than 35 countries. The Asia launch is expected later this year. Two of the signature series of the channel will be Buff Brides and A Baby Story.

On the other hand, Discovery Real Time will showcase local and international programming on topics such as home improvement, sports, gaming and technology. One of the key series on the channel will be American Chopper and Overhaulin', among others. The network is optimistic that at the time of launch, Discovery Real Time will reach 10 million UK subscribers. The rest of Europe, as well as Asia and other international markets, are scheduled to receive the channel later this year.

Discovery Home & Health and Discovery Real Time join the flagship lifestyle brand Discovery Travel & Living to launch as part of Discovery Lifestyle Networks, a portfolio of channels available outside of the US. Discovery Travel & Living first rolled out last October in India, followed by Latin America and other parts of Asia in January, the UK in February, Italy in March and Taiwan this month.

"We are committed to defining and investing in the lifestyle genre worldwide. Having successfully introduced these unique and outstanding new brands to audiences in Europe, Latin America and Asia, we will now shift our focus to acquiring and developing the most innovative and entertaining lifestyle content in the world," Discovery Networks International senior VP (creative development and brand management) Rebecca Batties was quoted as saying.

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