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
Barry Walsh is editor and content director for realscreen, and has served as editor of the publication since 2009. With a career in entertainment media that spans two decades, prior to realscreen, he held the associate editor post for now defunct sister publication Boards, which focused on the advertising and commercial production industries. Before Boards, he served as editor of Canadian Music Network, a weekly music industry trade, and as music editor for As content director, he also oversees the development of content for the brand's market-leading events, the Realscreen Summit and Realscreen West, as well as new content initiatives.