Discovery Communications is rebranding the Military Channel, which will become American Heroes Channel.
The pay TV net, which reaches 62 million homes in the US, will focus on programming for the 25-54 male demographic with docs and series on American war and conflict heroes. Marketing exercises showcasing the new brand will begin over the next few weeks.
Discovery said the new channel would explore “compelling and uplifting true stories of the bold men and women who have distinguished themselves by their actions”.
“We see a tremendous opportunity to provide more history-based, narrative-style documentary programming that viewers have come to know and love from Discovery Communications,” said David Zaslav, president and CEO, Discovery Communications.
“The American Heroes Channel will be the next great platform for Discovery to engage and entertain an information-hungry audience with a network that provides an exciting intersection of military and history programming.”
Military Channel president Kevin Bennett will lead AHC.