Discovery is launching a new cable network to cater specifically toward well-moneyed male auto enthusiasts. According to the network, Velocity is set to serve up around 400 hours of programming that includes a mix of new shows as well as reruns of old favorites. Some of those will be pulled from HD Theater, including Inside West Coast Customs, Mecum Auto Auctions, Cafe Racer and Chasing Classic Cars. So far, it's unclear exactly what new shows will surface on the fledgling network, but given that the channel is aimed toward luring in the "upscale men's market," America may be safe from more NASCAR replays – at least in the beginning.
Instead, word on the web indicates that Velocity will spend at least some of its air time covering the Mille Miglia North America tribute in the U.S. this October. The three-day event will spend its time frolicking around California, and Velocity will feature a 1-hour special on the race. Hit the jump to check out an introductory video on the rest of Velocity's programming as well as a press release on the network.



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INTRODUCING VELOCITY
A TURBOCHARGED NETWORK FOR AN UPSCALE MALE AUDIENCE

Coming in Late 2011, Velocity Upgrades HD Theater's Car Programming with Diverse New Original Series and Specials

Get ready for a new turbocharged channel in 2011: Velocity, an upscale male lifestyle network, will feature more than 400 premiere hours of new and returning series and specials showcasing the best of the automotive, sports and leisure, adventure, and travel genres. Hit series currently on HD Theater; including INSIDE WEST COAST CUSTOMS, MECUM AUTO AUCTIONS, CAFÉ RACER, and CHASING CLASSIC CARS, will be pillars of the Velocity primetime lineup. By offering world-class production values and picture quality, Velocity will continue HD Theater's reputation for stunning visuals, established when it became the first-ever all-HD network in 2002.

"Velocity continues Discovery's tradition of maximizing the value of each of its cable platforms. It is going to be a game changer when it officially joins our portfolio of U.S. networks later this year," said David Zaslav, President and CEO of Discovery Communications. "As the first network devoted to the upscale men's market, Velocity will be a hub for viewers within this key demographic, as well as the wealth of advertisers that target them."

Velocity's programming will be character-driven, dramatic and engaging. From multi-million dollar auctions and incredible auto makeovers, to high-stakes gaming and insider guides to "the good life," Velocity will touch on all the subjects that appeal to the upscale man. The on-air look and feel of Velocity will be both timeless and timely, from its neo-classic logo and graphics package, to its prominent usage of rock and roll music.

"In the same way that a car once defined the person who drove it, Velocity will define the viewer who watches it, " said Robert S. Scanlon, Senior Vice President of Velocity. "Whether you are a car aficionado or just someone who prefers fast-paced, high-stakes television, Velocity will become a must-have entertainment


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  • 29 Comments
      thoughtsrracing
      • 3 Years Ago
      Discovery has the US broadcast rights to World Rally Championship, as well as the other automotive programming they listed here. I only hope this will be included with my basic cable package...
      Spotted Cow
      • 3 Years Ago
      I kind of always thought of HDT as being some Discovery-related channel, they used to have that bizarre show of a full hour of a sunrise happening in some nice desolate location in nature, and then Wild Russia. I would much, much rather see TechTV brought back to life in some other form not under that terrible buy out from G4. TopGear satisfies me enough, we need more tech geekiness!
      Scr
      • 3 Years Ago
      They used to have Disvoery Wings...nto the Military Channel. Seems like they would be better off just combining airplanes, boats, and cars, and trains on to one transit channel.
      Anthony Thomas
      • 3 Years Ago
      Finally an alternative to Speed TV? We'll see, at least we know where WRC will be next season with both VW and Mini full time in the championship. Depending on where its available as either an extra or free to basic cable and sat subs remains to be seen if more NON-Nascar motorsports make it on to this channel. The original Speedvision (rip) channel had a small but loyal fanbase who were very outspoken when Fox took over ownership of Speedvision, changed the name and wanted it to be Wall to Wall NASCAR. We said NO and we got peacemeal instead, no WRC, no World Challenge and now no ALMS (but that was their choice.) Speed 2 makes sense but its needs to be available to a wider market, they just added Dish Network, I hope DirecTV isn't far behind.
      SPONGEZILLA
      • 3 Years Ago
      Bring Bob Jenkins on-board to get it right since Speed dropped what can truly be called a broadcast legend for motorsports coverage from the ESPN days. I'd like to see less of a Top Gear retake (i.e. The Car show, U.S. Top Gear, etc.) and more of a proper Fifth Gear type motoring show (maybe even see if you can bring Fifth Gear to the U.S.). We already have 2 American takes on Top Gear plus the original (which still remains the king) so trying to do repeat everyone else is pretty stale. Granted there's stuff like Motorweek but... it feels like you're watching Consumer Reports meets a product promo segment. We want to see the product thrashed and legit comments about the vehicles abilities expressed. Some can say "Isn't that Top Gear?" and for that I obviously say no. Top Gear at one time was legit... but now it's more a fanfare and sounding board for Clarkson's and the gang's opinions -- even if said opinions are bigoted or obtuse. Mind you, I love Top Gear... but you have to take it with a huuuuuuuuge grain of salt. It's entertainment with automobiles more than a real motoring show 7 times out of 10. I also agree... make it more like the original Speedvision and don't just cover cars. I'm a diehard car nut but I think that tailoring to more than one subject could broaden the appeal. Definitely, no NASCAR newer than 1979. I'd love to see Bob Jenkins and the gang rebirth "Thursday Night Thunder" on a new network and get some of the old grassroots short track racing on TV. Not necessarily any tour per say... as the old USAC events from IRP and The Indianapolis Speedrome were fantastic. I could see them hitting Angell Park regularly as well. Maybe put some full-fendered stock car coverage (i.e. asphalt template body and outlaw supers [Kalamazoo Klash] and dirt late models) as well as maybe some modifieds (DIRTcar Eastern, Whelen-style NASCAR, S&K, and economy... I'd kill to see The IMCA Supernationals from Boone or The Modified Dirt Track World Championship from MN on TV). Toss in some autocross events and sports cars as well. I like the idea of WRC on TV as well. It was very entertaining when they showed it the last go round but for some reason it just kinda' fizzled off the air. It was far more entertaining to me though than most of the NASCAR content being repeated and beaten over and over to death on Speed, et al. That said... Discovery Wings was magical and I used to watch it regularly. I think it could be another candidate for something like this if rebirthed. I also admittedly like a rebirth of the old 80's tech show they had on Discovery. I forget the name but they showed a lot of future tech in automobiledom as well as in aerospace and aeronautical stuff if not mistaken. It kind of had a Fifth Gear-style of presentation but they always had some amazing tech on there. My pal and I used to watch the show religiously while in H.S. and that's saying a lot because there wasn't much TV we really cared for.
        Autoblogist
        • 3 Years Ago
        @SPONGEZILLA
        Cliff notes?
          Anthony Thomas
          • 3 Years Ago
          @Autoblogist
          LOL, I agree. Bob Jenkins? Are you serious?! Have you heard in lately on Indy Car broadcast? If so its painful, considering how sharp he was in the 90's and early 00's on ESPN. Its time to start grooming new talent in the booth and not keep bring back retreads like Jenkins or even dare I say Paul Page, who's doing so-so with NHRA Drag Racing. Newsflash, nobody wants to see Autocrossing on TV. They have had PLENTY of chances to have it on TV but never have. NASA streams it but who watches it? Not me. Thurs Night Thunder isn't a BAD idea, but keep it away from any NASCAR related crap. They can put it on Speed or ESPN, that's enough. They also use to show BTCC and German Touring Cars on there. Of course BTCC was in its prime at the time, Speedvision took over when it came online. ESPN use to have many racing properties including Thurs Night and Winter Heat where Greg Biffle first got national attention. NASCAR gets plenty of ink and video, its time to do the same for SCCA and IMSA properties. There is plenty to show on US TV that currently isn't shown. Like AutoGP (its on Speed2), International GT Open, GT Tour which is France's GT3 Championship, all the SRO series, get them of Bloomberg for CS and put them on automotive specific channel like this one.
        zzzzzz
        • 3 Years Ago
        @SPONGEZILLA
        Beyond 2000? I loved that show, too.
        JR
        • 3 Years Ago
        @SPONGEZILLA
        Only thing that puts me to sleep faster than Motorweek is some Benadryl.
      Making11s
      • 3 Years Ago
      How about a revival of Rides? I loved that show.
      schinbone
      • 3 Years Ago
      This is good news, to me anyway. Please god, if your up there, do not let them show any Barret Jackson Auction crap. Amen.
      Afi Keita James
      • 3 Years Ago
      Let's hope reruns of unique whips will come to this network.
      David Opanga
      • 3 Years Ago
      "Discovery has already started to shift the HD Theater channel to the new format by adding several shows about cars and auctions. Those shows include “Mecum Auto Auctions,” “Chasing Classic Cars,” and “Cafe Racer." so basically were going to get more Barrett Jackson is what this really means, cmon seriously? they need to cover international automotive racing and car buisness...ohh wait, thats what SPEED2 is for. no NASCAR if thats what your BIG beef is.just international and domestic auto racing and shows, GP3, CTSCC, AMA SS, and those are just the LIVE races for tommorow, eHh, id rather get SPEED2
        StephenT
        • 3 Years Ago
        @David Opanga
        I would love to have Speed2 also. I was thrilled when they announced it but they are so selective with who gets it, it doesn't look like it will ever filter down to most cable systems.
          Anthony Thomas
          • 3 Years Ago
          @StephenT
          Wrong, they aren't selective. You have to buy into it, like all the cable and sat systems buy into ESPN and that's why its included with basic packages. Thus far only four systems have it, but Dish Network was added recently. I hope DirecTV is coming soon, would make sense if they want to keep saying they have more sports than Dish Network...
      AzureStarline
      • 3 Years Ago
      Too familiar... http://cache.gawkerassets.com/assets/images/4/2010/04/500x_gundam-pic1.jpg
      evera67
      • 2 Years Ago
      The credibility of the program 'what's my car worth" went down after i saw the segment with the brown 69 gto judge. As they took the gto for a test drive, It was pretty obvious that the guy wasn't even driving a gto, therefore the description of the test drive was probably for another car. The car he was driving had a post window, different dash and wrong shifter. Thanks, Ed Vera
      soundbargaming
      • 3 Years Ago
      Why not just give Top Gear their own network?
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