Discovery to launch entertainment channel

Discovery will launch a new general entertainment channel on satellite and cable in January, the broadcaster confirmed today.

DMAX will launch at 10am on January 8 on Sky channel 155 and Virgin Media channel 197 and will showcase Discovery content from the UK and around the world in the entertainment section of the electronic programme guide.

"Research shows that habit drives pay TV viewing trends and around 70% of TV viewing is done within the entertainment section of the EPG," explained Dan Brooke, general manager of Discovery Networks UK. "The launch of DMAX is an exciting move for us - we're taking our most compelling local and global programme hits onto the high street and serving up showcase content to brand new consumers who may not have seen it otherwise."

The move makes Discovery the second major niche broadcaster to launch a showcase channel in the entertainment category of the EPG; on November 8, MTV launched its first channel outside the music category, MTV R.

DMAX will target the male 25-44 demographic; among the programmes to be featured on the schedule will be Miami Ink, Deadliest Catch and My Shocking Story.