Discovery is launching DMAX as a free to air channel in the UK from January 16th. It launches with an adventurous tone of voice centred around ‘more is more’ for men who want to indulge their passions for survival, extreme lives, motoring and comedy.
DMAX hits TV screens with a slate of network premieres. Launch titles include Archer, the irreverent adult animation that follows the exploits of a group of spies; the free to air premiere of Naked and Afraid where contestants must survive in the wilderness naked for 21 days; and UK premieres of the iconic American food challenge show Man Vs Food, and Life Below Zero, the documentary series that follows the lives of subsistence hunters in Alaska.
“We’re incredibly excited to launch DMAX on free to air in the UK as a destination for male audiences who want to live life to the max and indulge their passions in a fun environment created especially for them,” said Simon Downing, SVP, Head of Factual and Sport. “Its launch strengthens and diversifies our free to air portfolio in the UK, allowing us to engage more audiences than ever before with compelling real-life entertainment.”
DMAX replaces Discovery’s Travel Channel on free to air, which remains on pay-TV. It is the latest addition to Discovery’s growing free to air portfolio in the UK, which includes Discovery’s male skewing channel Quest which launched in 2009 and is now the 13th biggest channel for men in the UK. As well as female skewing channels Food Network and Quest Red, which launched in 2017 and is up 90 per cent YoY among women in the UK.
The UK launch follows a decade of investment in DMAX as a free to air channel across EMEA by Discovery. It is available free to air in Germany, Italy, Austria, Switzerland and Spain.
DMAX will be available on Freeview 42 and Freesat 150 and also on Sky 178 and Virgin 213. Travel Channel remains available on Sky 198 and Virgin 292.