Discovery Will Launch DMAX in Germany

MUNICH, June 30: Discovery
Communications will be launching DMAX in September
2006 in place of XXP, a free-to-air channel the company acquired earlier this

fact-based entertainment channel, will focus on the lifestyles and interests of
male viewers aged 20 – 49. It will offer a broad range of locally and
internationally produced content encompassing investigative documentaries,
popular science, lifestyle, talk shows, real-life human interest stories,
motoring and outdoor activities.

management plans to investment significantly in both local German commissions
and acquired product. It is expected that approximately 70 percent of 2006
programming budgets will go to local commissions.

“The launch of
DMAX represents a significant investment by Discovery to build a compelling
free-to-air brand that serves an important and growing segment of the German
television market,” says Dr. Patrick Höerl, the VP and & country manager
for Discovery Networks in Germany. “DMAX will benefit from investment in
content produced in Germany, a fortified technical infrastructure that extends
the reach of the channel and increased marketing and programming staff.”

“DMAX has a
unique and compelling channel proposition designed specifically to attract the
young male audience advertisers want to reach,” adds Magnus Kastner, the VP of Advertising Sales for
Discovery Networks in Germany. “The fact-based programming provides advertisers
with a contemporary and high-quality environment for their commercial

When it
launches, DMAX will reach approximately 27 million households in Germany.