Discovery Gears Up for DMAX Launch

MUNICH, August 31: Discovery Networks International is set
to launch its new free-to-air channel DMAX in Germany tomorrow (September 1), targeting
male viewers aged 20 to 39.

DMAX is targeting young, upscale men with a range of
international and German factual programming covering motors and gadgets,
science, technology and home improvement as well as travel and food.

“DMAX is the only fact-based entertainment channel in
Germany designed to meet the underserved needs of young, upscale men who are
interested in factual programming that is as entertaining as it is
informative,” said Dawn L. McCall, the president of Discovery Networks International.
“The unique proposition offered by DMAX provides advertisers with a valuable
and unique environment for products and services targeted to this
highly-attractive demographic.”

The DMAX schedule is comprised of five programming strands:
Life on the Edge, Real Life, Men’s World, Lifestyle and Tech Plus. At least 50
percent of its content will be locally produced, including Die Ludolfs, D Tech,
D Motor and Moneycoach
– Rette dein Geld!

At launch, the channel will reach approximately 27 million
households, increasing Discovery Networks’ footprint in Germany to five
channels and 33 million cumulative subscription units including Discovery
Channel, Animal Planet, Discovery Geschichte and Discovery HD. DMAX will be
available on both analogue and digital satellite 24 hours a day and will have
extensive reach across Germany’s cable networks.