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Discovery Is Launching a New Channel for Rich Middle-Aged Guys

Discovery Communications, which owns the Discovery Channel, TLC, and Animal Planet, among other stations, will launch a new dude-oriented channel called Velocity later this year, where they'll air a slew of car- and sports-themed shows. (Fret not, ladies: Investigation Discovery's crime shows will keep you company.) The new channel will target men aged 35 to 54 who make over $150,000 a year, whom the soon-to-be VP of the channel described as "pressed for time[;] they're achievers, they work hard and play hard, and they're consumers of high end and luxury goods." Finally, something for them. [Broadcasting & Cable]