Now, the rich people have a special cable channel – Velocity. Discovery Communications will replace HD Theater with new network, which will be in 40 million homes when it launches in the fourth quarter. The target audience is men with incomes of $150,000 a year and more.
Velocity will have more than 400 hours of programming in the categories of automotive, sports and leisure, adventure and travel. Current car-themed HD Theater series including Inside West Coast Customs, Mecum Auto Auctions, Cafe Racer and Chasing Classic Cars will anchor Velocity’s initial primetime lineup. We just felt like this was a space missing in the marketplace, said David Zaslav, president and CEO of Discovery Communications. As those titles suggest, cars will be the “bull’s-eye” of Velocity programming. Culturally, cars are so important for us guys in America. We grew up dreaming about what the day would be like when we got our licenses and what cars we would drive, he said.
Velocity will also televise an upscale sailing race that touches on five oceans, travel programming to upscale locations, adventure sports and real-life adrenaline shows, said Robert Scanlon, senior vice president of Velocity.
Of the 118 million men ages 15 and older in the United States, about four million are identified by the government as having incomes in excess of $150,000 each year, according to data collected last year by the U.S. Census Bureau. Additionally, almost six million men have incomes between $100,000 and $150,000.
Sorry, nothing about plans for a network to appeal to rich women, for now. However, and women also can’t wait for 25th September to see new network, Velocity. [Discovery]