Picture format 1080i (HDTV) Language English Parent organization Discovery Communications | Country United States Founded 17 June 2002 | |
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Launched June 17, 2002; 14 years ago (2002-06-17)
(as Discovery HD Theater) Owned by Discovery Communications Formerly called Discovery HD Theater
(2002–2007)
HD Theater
(2007–2011) Headquarters Silver Spring, Maryland, United States TV shows Chasing Classic Cars, Overhaulin', Graveyard Carz, Garage Squad, Dallas Car Sharks Profiles | ||
Velocity (formerly HD Theater and originally Discovery HD Theater) is an American high-definition, commercial-based, cable and satellite television network owned by Discovery Communications. The network specializes in nonfiction programming, focusing on cars, and also sports (particularly motorsports), leisure, and other topics targeted at men ages 18 to 54.
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As of February 2015, approximately 62.3 million American households (53.5% of households with television) receive Velocity.
History
The network launched nationwide in the United States on June 17, 2002, as Discovery HD Theater; and was the first 24/7 basic cable HD network in the US. The channel was rebranded to HD Theater on September 22, 2007, when Discovery Communications launched HD simulcasts of several sister networks including Animal Planet, Discovery Channel, Science and TLC. Programming included shows from Discovery sister networks, such as American Chopper and Animal Planet's Corwin's Quest; in addition to original programming such as Sunrise Earth, which featured ambient background visuals of the outdoors without narration or storytelling, and history-focused titles such as When Dinosaurs Ruled America and Before We Ruled the Earth.
Rebranding
With the proliferation of HD simulcast channels, by 2011 HD Theater no longer filled a unique niche. On April 14, 2011, Discovery Communications announced that HD Theater would be re-launched as Velocity later in the year; and the re-launch took place on October 4, 2011. Aimed primarily at an "upscale male" audience, the network focuses primarily on automotive-oriented programming and other shows of interest to a primarily male audience. The network also partnered with the NFL for the original launch series NFL Single Coverage and Greatest NFL Rivalries.
International versions
A Canadian version of Velocity, known as Discovery Velocity, launched on February 12, 2015, replacing Discovery World. The channel was, originally, the Canadian version of Velocity's original U.S. incarnation as Discovery HD Theater, and had been branded as Discovery World immediately prior.