Discovery Communications announced plans to rename its HD Theater cable network to Velocity, effective fourth quarter 2011. The all-HD network will be available in approximately 40 million homes at the time of its introduction, and will be found at the channel location currently occupied by HD Theater.
Velocity, described as an “upscale male lifestyle” network, will feature more than 400 premiere hours of new and returning series and specials showcasing the best of the automotive, sports and leisure, adventure, and travel genres. Hit series currently on HD Theater; including Inside West Coast Customs, Mecum Auction Auctions, Cafe Racer, and Chasing Classic Cars, will be pillars of the Velocity primetime lineup.
“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 Velocity. “Whether you are a car aficionado or just someone who prefers fast-paced, high-stakes television, Velocity will become a must-have entertainment destination.”
From the Velocity press release:
Velocity’s programming will be character-driven, dramatic and engaging. 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. The on-air look and feel of Velocity will be both timeless and timely, from its neoclassic logo and graphics package to its prominent usage of rock and roll music.