Discovery Communication’s rebranded HD Theater network, Velocity, is set for an October 4 launch date and a slate of programming targeting upscale men.
The slate will focus on travel, leisure, automotive, adventure and sports genres – including a partnership with NFL Films – for the fourth quarter of 2011. The rebrand was first announced in April this year.
Some of the highlights include two new franchises from NFL Films, Velocity and Intersport – NFL Single Coverage, which features personal interviews and dissections of match-ups between players and coaches; and Greatest NFL Rivalries, which tells the story of two famed franchises that have faced off season after season. Steve Sabol is executive producer for NFL Films and Charlie Besser is executive producer for Intersport.
David Zaslav, president and CEO of Discovery Communications, said of the partnership: “Once we made the initial announcement of Velocity last April, there immediately was a great deal of excitement and enthusiasm for this new brand.
“As evidenced by its relationships with blue-chip partners like the NFL, Velocity taps into a premium male demographic and connects with them at their passion points.”
Velocity will see new seasons of vehicle programming that previously aired on HD Theater, including season two of West Coast Customs’ Inside West Coast Customs, which follows custom-car guru Ryan Friedlinghaus as he creates one-of-a-kind vehicles for celebrity customers including Justin Bieber, Will.i.Am and Mark Wahlberg; Mecum Auto Auctions featuring automotive auction pro, Dana Mecum; and season four of Chasing Classic Cars, featuring car restoration expert Wayne Carini.
The new network will also head outside of the garage with the premiere of Zodiak Rights’ series Extreme Fishing, starring British actor Robson Green, as he journeys around the world searching for the most exotic fish.
“Velocity will be the go-to destination for the upscale male demographic,” said Bob Scanlon, senior VP of Velocity. “Beginning in October, the network will offer programming that is diverse, character-driven, dramatic and engaging. From the vintage-cool look of the brand, to our broad content genres, to our industry-best HD production standards, Velocity will stand out both for its style and its substance.”
Programming kicks off on October 4, led by auto informational series Motorweek at 7 p.m. EST, followed by American Icon with Chip Foose, What’s My Car Worth, Chasing Classic Cars, and at 10 p.m., Inside West Coast Customs.
American Icon with Chip Foose chronicles the allure and evolution of the muscle car era, and is produced by WATV, while season three of What’s My Car Worth features collector car garages across the U.S.
Other series include Tech Toys, from Revera Entertainment, which travels across the world for the trendiest and most exclusive gear for guys; and Cafe Racer season two, where host and motorcycle maven Mike Seate tours the world’s most exclusive bike.