Aiming to tap into an audience who want to indulge passions for survival, extreme lives, motoring and comedy, Discovery is launching DMAX, a free-to-air channel for a young, male-skewing target base.
Launching on January 16, Discovery says that its new channel will have an adventurous tone of voice centred around ‘more is more’ for men. Launch titles include Archer, an adult animation that follows the exploits of a group of spies; the free-to-air premiere of Naked and Afraid where contestants must survive in the wilderness naked for 21 days; and UK premieres of the iconic American food challenge show Man Vs Food, and Life Below Zero, the documentary series that follows the lives of subsistence hunters in Alaska.
DMAX replaces Discovery’s Travel Channel on the company’s free-to-air roster, joining Quest, Quest Red, and Food Network. Travel Channel remains on pay-TV. Quest which launched in 2009 and is now the 13th biggest channel for men in the UK. As well as female skewing channels Food Network and Quest Red, which launched in 2017 and is up 90% YoY among women in the UK.
“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 Simon Downing, SVP, Discovery’s head of factual and sport. “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.”
The UK launch follows a decade of investment in DMAX as a free to air channel across EMEA by Discovery. It is available free to air in Germany, Italy, Austria, Switzerland and Spain and reached 110 million people across these markets last year**.
DMAX launches January 16 on Freeview 42 and Freesat 150 and is available on Sky 178 and Virgin 213. Travel Channel remains available on Sky 198 and Virgin 292.
DMAX replaces Discovery’s Travel Channel on the company’s free-to-air roster, joining Quest, Quest Red, and Food Network. Travel Channel remains on pay-TV. Quest which launched in 2009 and is now the 13th biggest channel for men in the UK. As well as female skewing channels Food Network and Quest Red, which launched in 2017 and is up 90% YoY among women in the UK.
“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 Simon Downing, SVP, Discovery’s head of factual and sport. “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.”
The UK launch follows a decade of investment in DMAX as a free to air channel across EMEA by Discovery. It is available free to air in Germany, Italy, Austria, Switzerland and Spain and reached 110 million people across these markets last year**.
DMAX launches January 16 on Freeview 42 and Freesat 150 and is available on Sky 178 and Virgin 213. Travel Channel remains available on Sky 198 and Virgin 292.
