Discovery Launching a Channel for Men

Discovery Communications is launching Velocity in Q4 2011, an HD network targeting upscale men — 35 to 54 years old, college-educated, making $150,000 per year — that will reach 40 million households. The channel will replace the HD Theater network (?) and will begin by featuring programming currently on that channel like Café Racer and Chasing Classic Cars.

Overall, traditional topics like cars, sports, travel, and leisure will be on the menu. More info will be available at Discovery’s upfront, taking place today in New York, Broadcasting & Cable reports.

On the other side of this gendered TV coin, the New York Post ran a story yesterday about female TV-viewing preferences, saying that, based on ratings, women are moving away from what would traditionally be considered female programming. Lifetime’s primetime ratings slipped 17 percent in the first quarter, as did ratings for The Hallmark Channel. Meanwhile, Investigation Discovery, another Discovery Communications channel, has had a 47 percent rise in female viewers. It features crime shows and another called Who The Bleep Did I Marry?