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Discovery goes after rich men who love toys with new Velocity channel

Discovery Communications thinks there is an untapped market in men making more than six figures and is launching a new cable network to cater to their needs.

Velocity, described by the company as an "upscale male lifestyle network," will make its debut later this year. Discovery is taking its HD Theater channel and rebranding it. Most of the shows will be about toys for boys.

"From multimillion-dollar auctions and incredible auto makeovers to high-stakes gaming and insider guides to “the good life,” Velocity will touch on all the subjects that appeal to the upscale man," Discovery said of its new channel.

"It is going to be a game changer," declared Discovery Communications President David Zaslav of the new channel.

“In the same way that a car once defined the person who drove it, Velocity will define the viewer who watches it,” said Robert S. Scanlon, senior vice president of the new network.

"Velocity" follows a Discovery trend of putting new formats on established real estate. Last year, it partnered with Hasbro on a makeover of its Discovery Kids channel, which is now known as the Hub. Earlier this year, it dropped Discovery Health to launch OWN, a cable network that is co-owned by Oprah Winfrey.

-- Joe Flint

 

 
Comments () | Archives (4)


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“In the same way that a car once defined the person who drove it, Velocity will define the viewer who watches it,” said Robert S. Scanlon, senior vice president of the new network.

By no means could I ever be considered rich so "Velocity" may not be for me according to their marketing department, none the less I feel it's sad that we are made to believe that we are defined by our cars and the television networks we watch? Are there no rich people who enjoy Jerry Springer? Are there no poor people who enjoy Masterpiece Theater?

Oh well, resistance is futile. I guess we are what the marketing people and demographers say we are.

Oh thank goodness! I was growing so tired of placating the plebes by having to disguise my luxury spending habits in this "so-called" economic downturn. Finally, I have a network which can show me how I may spend my extended Bush billionaire tax-cuts. Sorry, peasants, your children's teachers are getting fired because they're lazy, and I am buying a new Rolex factory because I earned my tax break!

Will Discovery's Travel Channel ever again have programs about travel?


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