Upscale Men, Has Discovery Got a Channel For You!

A new HD-only television channel is debuting in early October and it is aimed primarily at guys who have a little extra cash. Even better: a lot of extra cash.

Discovery Communications’ Velocity hits the US market on Oct. 4 and it will be crammed full with lots of football- and auto-related original programming. The channel will be available to Discovery's HD-available footprint of 40 million US homes at launch.

One of Velocity’s partners is the famed NFL Films, which is producing two new series for the channel: NFL Single Coverage, which highlights individual battles within NFL games, and Greatest NFL Rivalries, which focuses on specific games between legendary rivals.

“Once we made the initial announcement of Velocity last April, there immediately was a great deal of excitement and enthusiasm for this new brand,” said David Zaslav, President and CEO of Discovery Communications in a press release. “As evidenced by its relationships with blue-chip partners like the NFL, Velocity taps into a premium male demographic and connects with them at their passion points.”

The channel will also showcase a ton of automotive (or Discovery puts it, "high octane") programming, including Inside West Coast Customs, which chronicles the adventures of celebrity car customizer Ryan Friedlinghaus; Mecum Auto Auctions; and Chasing Classic Cars, among others.

“Velocity will be the go-to destination for the upscale male demographic (and) offer programming that is diverse, character-driven, dramatic and engaging,” said Bob Scanlon, SVP of the latest in Discovery's stable of cable channels. “From the vintage-cool look of the brand, to our broad content genres, to our industry-best HD production standards, Velocity will stand out both for its style and its substance.”

And they are hoping, good fellows, (along with brand marketers), that Velocity itself ends up becoming one of your very own passion points. 

Below, a promo for Mecum Auto Auctions; check out more programming previews on Velocity's YouTube channel —