Cable Congress 2010 – Brussels: Discovery Communications is bringing the TLC brand back to Europe as part of a global launch for the channel.
Last seen in the mid-1990s, TLC is today one of the fastest growing female lifestyle channels in the US. The international version will make its debut on March 4 in Norway. Discovery is anticipating that TLC will be available across 100 million households in 75 markets by mid 2011.
The announcement was made at Cable Congress this afternoon by Mark Hollinger, president and CEO of Discovery Networks International. “TLC has become one of the strongest television networks in the United States, demonstrating creative leadership across a wide range of lifestyle categories,” said Hollinger. “With the extension of this female-driven franchise across the world, we are creating a powerful complement to Discovery Channel in our global brand portfolio that will provide our distribution and advertising partners with an unmatched offering of quality content for female and family audiences.”
Speaking at Cable Congress, Hollinger also said that as much investment was now going into TLC as the Discovery Channel.
Viewers in Norway will be able to watch TLC on the Canal Digital, GET and Lyse platforms. LA Ink star Kat Von D will headline a special VIP event in Oslo.
Programming will focus on lifestyle, travel, the environment, parenting, home improvement and human-interest stories.