New Network for Upscale Men Due in Late 2011

SILVER SPRING: Discovery Communications is replacing its HD Theater network with Velocity in the fourth quarter, targeting upscale men with HD content in the automotive, sports and leisure, adventure and travel genres.

Available in about 40 million homes at launch, the service’s lineup will include Inside West Coast Customs, Mecum Auto Auctions, Cafe Racer and Chasing Classic Cars. "Velocity continues Discovery’s tradition of maximizing the value of each of its cable platforms," said David Zaslav, president and CEO of Discovery Communications. "It is going to be a game changer when it officially joins our portfolio of U.S. networks later this year. 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, senior VP of Velocity, added, "In the same way that a car once defined the person who drove it, Velocity will define the viewer who watches it. Whether you are a car aficionado or just someone who prefers fast-paced, high-stakes television, Velocity will become a must-have entertainment destination."