Discovery Communications is renaming U.S. cable network Military Channel as American Heroes Channel (AHC), effective March 3.
The network said that the newly rebranded channel “expands on the Military Channel’s promise to honor the great defenders of our freedom, while providing a rare glimpse into major events that shaped our world and the trailblazers and unexpected advocates who made a difference.”
AHC will feature “an expanded mix of programming,” targeted to an audience of P25-54, with a male skew. The America-focused rebranding comes after Discovery Communications previously renamed eco-focused channel Planet Green as Destination America in April 2012.
Kicking off the relaunch on March 3 will be Against the Odds, a six-part series billed as a real-life Band of Brothers, which promises to showcase stories of bravery, solidarity and strength on the battlefield.
Narrated by Rob Lowe, the show will relive battles from the Iraq, Vietnam, Korea and the Second World War, and is produced by 43 Films. Tracey Connor, Sammy Jackson and Max Culhane serve as exec producers.
Airing the same day will be Raw War: The Lost Film of Dak To, a special presenting personal stories through film and photographs from combat cameramen who filmed some of the most significant military engagements in Vietnam.
Following on March 4, meanwhile, will be new series CIA: Declassified , which promises to examine top-secret Cold War missions, drawing from recently declassified documents and insider accounts.
On March 9, AHC will launch Codes & Conspiracies, which will look at clandestine institutions, top-secret locations, and mysterious symbols.
Kevin Bennett, who serves as AHC’s general manager, said: “We know our viewers love the stories of real-world valor presented by our signature military series, and American Heroes Channel will remain the destination for military fans.
However, we’re excited to offer viewers a more diverse voice and storytelling style with American Heroes Channel that captures the best of the Military Channel’s niche appeal while providing viewers with additional insight into contemporary world events and biographical stories.”
Discovery Communications president and CEO David Zaslav added: “We see a tremendous opportunity to provide more history-based, narrative-style documentary programming that viewers have come to know and love from Discovery Communications.”
AHC’s first year will include 17 new series and specials, with four original series and specials launching in the first week.