Discovery Networks expands channel portfolio

Discovery Networks Asia Pacific (DNAP) has announced the regional launch of DMAX, a new factual entertainment channel targeting young males.Showcasing a wide range of content from cars and combat to extreme antics and enterprise, DMAX is targeted at young men aged between 18 and 45.It offers viewers the opportunity to step out of their daily lives and embark on a wild adventure with programming across a broad range of subjects. Key genres fuelling its content line up include turbo and motoring, the great outdoors, transactional reality, culture, male lifestyle and technology.The channel will go live from 7 July across Southeast Asia.The launch of DMAX in Southeast Asia is inspired by the success of DMAX in Germany and the UK, both operated by Discovery.The channel was launched in Germany in 2006, and in the UK in 2008. With this launch, DMAX replaces Discovery Turbo, which has been on air in the Asia-Pacific region since 2008.“DMAX’s content line-up features turbo and motoring programming which has worked well for Discovery Turbo, and a whole lot more. We are here to re-engage with our younger male fans with new and improved content from various other male-centric genres,” said Arjan Hoekstra (pictured), president and managing director of DNAP.“We are excited to bring to Asia this new channel as part of Discovery’s 20th anniversary milestone in this region.”