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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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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