Discovery Communications will launch Velocity, a new network aimed at an upscale male audience, in the fourth quarter of 2011.
The new all-HD channel will replace the current HD Theater network -- which bowed as the industry's first format channel -- and be available in about 40 million homes at the time of its launch.
Velocity will have more than 400 hours of programming in the categories of automotive, sports and leisure, adventure and travel. Current car-themed HD Theater series, including Inside West Coast Customs, Mecum Auto Auctions, Café Racer and Chasing Classic Cars, will anchor Velocity's initial primetime lineup.
Bob Scanlon, HD Theater's VP of production and development, will become senior vice president of Velocity. Scanlon has experience in the automotive programming genre; he was part of the group of founding management that launched Speedvision, the network that became Speed, when it was acquired by News Corp. in 2011. Prior to that, he spent 15 years at ESPN where he was responsible for motorsports and live sports programming.
Henry Schlieff is currently the president and general manager of HD Theater, in addition to Investigation Discovery and Military Channel.
Read more at B&C here.
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