Discovery Will Launch DMAX in Germany

Discovery Communications will be launching DMAX in September 2006 in place of XXP, a free-to-air channel the company acquired earlier this year.

DMAX, a fact-based entertainment channel, will focus on the lifestyles and interests of male viewers aged 20 – 49. It will offer a broad range of locally and internationally produced content encompassing investigative documentaries, popular science, lifestyle, talk shows, real-life human interest stories, motoring and outdoor activities.

Channel management plans to investment significantly in both local German commissions and acquired product. It is expected that approximately 70 percent of 2006 programming budgets will go to local commissions.

“The launch of DMAX represents a significant investment by Discovery to build a compelling free-to-air brand that serves an important and growing segment of the German television market,” says Dr. Patrick Höerl, the VP and & country manager for Discovery Networks in Germany. “DMAX will benefit from investment in content produced in Germany, a fortified technical infrastructure that extends the reach of the channel and increased marketing and programming staff.”

“DMAX has a unique and compelling channel proposition designed specifically to attract the young male audience advertisers want to reach,” adds Magnus Kastner, the VP of Advertising Sales for Discovery Networks in Germany. “The fact-based programming provides advertisers with a contemporary and high-quality environment for their commercial messages.”

When it launches, DMAX will reach approximately 27 million households in Germany.