Editor’s Note: This is a guest post by Richard Lambert, Corporate Communications Manager in our London office.
Discovery Germany held a spectacular ‘upfront’ in Düsseldorf, where the exciting plans for DMAX were revealed, including a first look at its new 2014 programming line up and brand identity.
In the presence of Germany’s media community and guests of honor, including David Zaslav, President and CEO of Discovery Communications, the network celebrated 40% growth in the past year. Mark Hollinger, President and CEO of Discovery Networks International, praised DMAX’s success in a challenging and highly competitive marketplace.
Flying in especially for the DMAX screening were Ton Jones & Allen Lee Haff from Auction Hunters and Billy Wu & Gary Humphrey from One Car Too Far.
Further stars in attendance included German rapper and hip hop artist, Samy Deluxe, who will front a special local commission for DMAX that shows the rap musician exploring manly pursuits such as skydiving and boxing. Samy Deluxe, who is one of Germany’s most successful rappers, performed a new song from his album and took questions from the audience.
The entertainment continued with a song from Gunter Gabriel, German singer, musician, composer and voice-over artist for the popular German production Asphalt Cowboys.
Susanne Aigner-Drews, Country Manager, Germany, Austria, Switzerland, described the ‘quantum leap’ forward for DMAX that achieved a 1.8% share increase in August this year for the first time ever. “We are convinced that DMAX has the potential to achieve two per cent and more!” Susanne said.
She confirmed that the world’s largest entertainment brand for women, TLC, is coming to Germany in 2014 as a free-to- air channel, complementing the role of DMAX as a male orientated channel.
Discovery Germany plans to set trends by bringing new and unique programms to the schedule, from adventure, knowledge and cars to lifestyle and entertainment.
The DMAX brand continues to build both on and off screen with the DMAX shop and magazine. Online at DMAX.de, content can now be watched in full, sometimes even before TV transmission, attracting four million views a month. A connected TV app with a catch up service launches in October. On Facebook, DMAX now has 1.2 million fans, the second highest of any German broadcaster.
The DMAX brand has undergone an exciting and modern brand refresh, highlighting its uniqueness. While the refresh wont go live on air and online until October 28, the audience was given an exclusive glimpse of the new look that will be launched in a multi-million Euro campaign.