Discovery has announced the launch of DMAX as a free-to-air UK brand for young male audiences.
Due to launch on 16th January, the channel features “an adventurous tone of voice” for men interested in survival, motoring and comedy.
Launch titles include animated spy comedy Archer, wilderness survival show Naked and Afraid, and food challenge series Man Vs Food.
Simon Downing, Discovery SVP and head of factual and sport, said: “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.
“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.”