Discovery UK to Launch 24-Hour Entertainment Channel

LONDON, November 26:
Discovery Networks UK will be launching DMAX, a 24-hour, male-skewing
entertainment channel, on January 8, 2008.

Aimed primarily at men 25
to 44 years old, DMAX will offer a variety of programming that includes
Discovery documentaries, scripted drama acquisitions, and lifestyle programming
with appeal for both men and women. It will air its first broadcast at 10 a.m.
on January 8 on Sky channel 155 and Virgin Media channel 197.

The creation of an
entertainment channel reflects Discovery’s efforts to extend its reach to wider
audiences across the U.K. DMAX will be available in the entertainment section
of the EPG, which captures more than 70 percent of viewing in pay-TV homes.

“Research shows that habit
drives pay-TV viewing trends and around 70 percent of TV viewing is done within
the entertainment section of the EPG,” said Dan Brooke, the general manager of
Discovery Networks UK. “The launch of DMAX is an exciting move for
us—we’re taking our most compelling local and global program hits onto
the high street and serving up our extensive showcase content to brand new
consumers who may not have seen it otherwise.”

Prior to the channel’s
launch, the DMAX website (www.dmax.co.uk) will go live on January 2. It will
feature viewing highlights, listings information, competitions and viewer
polls.

—By Ned Berke