-Young, male-skewing entertainment channel launching free to air on January 16
-Launch titles include Archer, Naked and Afraid, Man Vs Food and Life Below Zero
-Joins Discovery’s free to air channels Quest, Quest Red, and Food Network
London, January 9 – Discovery is launching DMAX as a free to air brand for young male audiences from January 16. It launches with an adventurous tone of voice centred around ‘more is more’ for men who want to indulge their passions for survival, extreme lives, motoring and comedy.
DMAX hits TV screens with a slate of network premieres. Launch titles include Archer, the irreverent adult animation that follows the exploits of a group of spies; the free to air premiere of Naked and Afraid where contestants must survive in the wilderness naked for 21 days; and UK premieres of the iconic American food challenge show Man Vs Food, and Life Below Zero, the documentary series that follows the lives of subsistence hunters in Alaska.
“We’re incredibly excited to launch DMAX on free to air in the UK 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, SVP, Head of Factual and Sport. “Its launch strengthens and diversifies our free to air portfolio in the UK, allowing us to engage more audiences than ever before with compelling real-life entertainment.”
DMAX replaces Discovery’s Travel Channel on free to air, which remains on pay TV. It is the latest addition to Discovery’s growing free to air portfolio in the UK, which includes Discovery’s male skewing channel Quest which launched in 2009 and is now the 13th biggest channel for men in the UK. As well as female skewing channels Food Network and Quest Red, which launched in 2017 and is up 90% YoY among women in the UK*.
The UK launch follows a decade of investment in DMAX as a free to air channel across EMEA by Discovery. It is available free to air in Germany, Italy, Austria, Switzerland and Spain and reached 110 million people across these markets last year**.
DMAX launches January 16 on Freeview 42 and Freesat 150 and is available on Sky 178 and Virgin 213. Travel Channel remains available on Sky 198 and Virgin 292.
Notes to editors
*Source: BARB; Advantedge. Audience Share, January-November 2018. Demo: M16+ (Quest), W16+ (Quest Red) & A16+ (Food Network)
** Source: Techedge. Based on all individuals, January-November 2018.
Discovery, Inc. (Nasdaq: DISCA, DISCB, DISCK) is a global leader in real life entertainment, serving a passionate audience of superfans around the world with content that inspires, informs and entertains. Discovery delivers over 8,000 hours of original programming each year and has category leadership across deeply loved content genres around the world. Available in 220 countries and territories and nearly 50 languages, Discovery is a platform innovator, reaching viewers on all screens, including TV Everywhere products such as the GO portfolio of apps and Discovery Kids Play; direct-to-consumer streaming services such as Eurosport Player and Motor Trend OnDemand; digital-first and social content from Group Nine Media and a strategic alliance with the PGA Tour to create the Global Home of Golf. Discovery’s portfolio of premium brands includes Discovery Channel, HGTV, Food Network, TLC, Investigation Discovery, Travel Channel, Motor Trend, Animal Planet, and Science Channel, as well as OWN: Oprah Winfrey Network in the U.S., Discovery Kids in Latin America, and Eurosport, the leading provider of locally relevant, premium sports and Home of the Olympic Games across Europe. For more information, please visit https://corporate.discovery.com/ and follow @DiscoveryIncTV across social platforms.