Discovery is bolstering its free-to-air portfolio in the UK by launching the new young male-skewing brand DMAX on Jan. 16.
DMAX programming features adventure, survival, extreme lives, motoring and comedy. It has aired as a free-to-air channel in various European territories, including Germany, Austria and Switzerland, among others.
The channel replaces Discovery’s Travel Channel on free-to-air and joins Discovery’s male-skewing channel Quest and female-skewing channels Food Network and Quest Red. Travel Channel will remain on pay-TV.
DMAX network premieres include Naked and Afraid (pictured), where contestants fight for survival, naked, in the wilderness for 21 days; American food challenge series Man v. Food; and Life Below Zero, about subsistence hunters in Alaska.
“We’re incredibly excited to launch DMAX on free to air in the UK as a destination for male audiences who want to live life to the max and indulge their passions in a fun environment created especially for them,” said Discovery’s Simon Downing, SVP, head of factual and sport, in a statement. “Its launch strengthens and diversifies our free-to-air portfolio in the UK, allowing us to engage more audiences than ever before with compelling real-life entertainment.”
DMAX launches Jan. 16 on Freeview 42 and Freesat 150. It is available on Sky 178 and Virgin 213. Travel Channel remains available via Sky 198 and Virgin 292.