“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 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.
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 has been operated by Discovery in the UK as a pay-TV channel since 2008.
NIOTE – DMAX launches January 16 on Freeview 42 and Freesat 150 and is available on Sky 178 and Virgin 213.