Discovery rolls out automotive TV channel

Mon, 12 Feb 2007

Discovery Networks Europe is launching a new motoring entertainment channel aimed at adult men. Discovery Turbo will launch in the UK on Sky and Virgin Media on March 1.

The channel, which will also air in Spain, Portugal and Latin America, will target 18- to 54-year-old men and will "celebrate" all aspects of speed. Programmes will include Firepower, a series that looks at fighting machines such as warships and combat jets, and Head On, about American demolition derbies.

Discovery general manager UK Dan Brooke (pictured) says the channel will also provide advertisers with a "valuable and high-quality" environment for products and services targeted at its core demographic.

It follows the launch men's lifestyle digital channel Discovery Real Time Extra in August 2005. The channel focuses on traditionally male hobbies such as fishing, DIY, gadgets and cars. It was the first to launch after Brooke, a former general manager at E4, was appointed general manager of Discovery's UK operations.