Discovery to rebrand HD Theater as Velocity

Billed as a "turbocharged network" for an upscale male audience, Velocity will take over HD Theater in a move that Discovery Communications' president David Zaslav calls a "game changer."
April 14, 2011

Billed as a “turbocharged network” for an upscale male audience, Velocity will take over HD Theater in a move that Discovery Communications’ president David Zaslav calls a “game changer.”

The network rebrand is slated for fourth quarter 2011, and will be available to approximately 40 million homes. The all-HD network will feature more than 400 premiere hours of new and returning series and specials on automotive, sports and leisure, adventure, and travel genres.

Velocity’s primetime line-up will include HD Theater’s series Inside West Coast Customs, Mecum Auto Auctions, Cafe Racer and Chasing Classic Cars. The rebranded network’s programming will be character-driven, diverse and intelligent, with series geared toward events, real-life adrenaline-pumping shows, and historical and biographical programming.

“Velocity continues Discovery’s tradition of maximizing 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,” said David Zaslav, president and CEO of Discovery Communications, in a statement. “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.”

Robert S. Scanlon, SVP of Velocity, adds, “Whether you are a car aficionado or just someone who prefers fast-paced, high-stakes television, Velocity will become a must-have entertainment destination.”

About The Author
Jillian Morgan is a special reports editor at realscreen with a background in journalism and digital marketing. She joined the publication in 2019 after serving as the assistant editor to trade publications HPAC and On-Site. With a bachelor of journalism from the University of King's College in Halifax, she also works as a freelance writer and fact-checker.