Discovery Channel overhauls DMAX channel

Discovery Channel is repositioning its DMAX youth channel and taking its first foray into social media to support the move.

New idents and positioning will support the proposition that the channel “celebrates the quirky side of life”, while new programming will include Toddlers in Tiaras and Miami Ink.

Twelve idents have been devised for the relaunch, which begins on 22 March. They feature hands in different styles interacting with a solid version of the DMAX logo. For instance, there is a “sexy” pair of hands and a “surgical” pair.

Marketing director Simon Downing says that until now the channel has been “an empty bucket in terms of branding”. However, the new programmes “celebrate the unconventional” and will allow DMAX to adopt a “cheeky and excitable” tone.

“The look and feel is gender neutral and aims to build on the co-gender viewing that already exists on the channel.”

The launch of the new look will be supported by a dedicated website, which will be updated daily with content and auto publish to Twitter,

Facebook and YouTube. It will feature exclusive clips, previews of shows and other content “that underpins the positioning of the channel”.

DMAX, which is aimed at 16 to 34-year-olds, has a daily reach of 365,000, and attracts 1.8 million viewers a week.

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