The World: Munich - Discovery targets men with free-to-air channel launch

Discovery Networks has announced that it will be launching a new free-to-air channel in Germany.

DMAX will be a fact-based entertainment network that focuses on the lifestyles and interests of upscale male viewers aged 20 to 39.

It will offer programming based on motoring, science, travel, home improvements and technology.

At its launch, the channel will have a possible reach of around 27 million households, increasing Discovery's footprint in Germany to five channels and 33 million subscribers. It will be available on both analogue and digital.