(Silver Spring, Md.)—Discovery Communications today announced plans to rename its HD Theater cable network to Velocity, effective fourth quarter 2011. The all-HD network will be available in approximately 40 million homes at the time of its introduction, and will be found at the channel location currently occupied by HD Theater.
Velocity, an upscale male lifestyle network, will feature more than 400 premiere hours of new and returning series and specials showcasing the best of the automotive, sports and leisure, adventure, and travel genres. Hit series currently on HD Theater; including INSIDE WEST COAST CUSTOMS, MECUM AUTO AUCTIONS, CAFÉ RACER, and CHASING CLASSIC CARS, will be pillars of the Velocity primetime lineup. By offering world-class production values and picture quality, Velocity will continue HD Theater’s reputation for stunning visuals, established when it became the first-ever all-HD network in 2002.
“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. “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.”
Velocity’s programming will be character-driven, dramatic and engaging. From multimillion-dollar auctions and incredible auto makeovers to high-stakes gaming and insider guides to “the good life,” Velocity will touch on all the subjects that appeal to the upscale man. The on-air look and feel of Velocity will be both timeless and timely, from its neoclassic logo and graphics package to its prominent usage of rock and roll music.
“In the same way that a car once defined the person who drove it, Velocity will define the viewer who watches it,” said Robert S. Scanlon, Senior Vice President of Velocity. “Whether you are a car aficionado or just someone who prefers fast-paced, high-stakes television, Velocity will become a must-have entertainment destination.”
For more information on Velocity, please visit DiscoveryCommunications.com or facebook.com/velocitytv or on Twitter @VelocityTV1