DMAX Set for U.K. Rollout

Discovery is bringing DMAX to the U.K. as a free-to-air brand for young male audiences, beginning January 16.

The move adds to the company’s existing U.K. free-to-air portfolio, which also includes Quest, Quest Red and Food Network. DMX will replace Travel Channel on free to air in the U.K. The brand is also available in Germany, Italy, Austria, Switzerland and Spain.

At launch, titles on the channel will include Naked and Afraid, Man Vs Food and Life Below Zero, as well as the animated comedy Archer.

“We’re incredibly excited to launch DMAX on free to air in the U.K. 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, senior VP and head of factual and sport. “Its launch strengthens and diversifies our free to air portfolio in the U.K., allowing us to engage more audiences than ever before with compelling real-life entertainment.”