TCA 2014: Channel will change on Jan. 15
Discovery Fit & Health is rebranding itself as Discovery Life Channel on Jan. 15.
The network plans thematic strips of programming at each primetime hour. At 8 p.m., it will air medical mysteries. At 9, it will air what it calls “trauma drama.” And 10 o’clock will be dedicated to “medical incredible” stories.
Discovery announced the name change at the Television Critics Association summer press tour.
The channel, in 47 million homes, will target adults 25-54, with an emphasis on women. It will remain under the purview of Henry Schleiff, group president of Investigation Discovery, Destination America, American Heroes Channel, and Discovery Life Channel.
Jane Latman will continue to serve as general manager while retaining her position as senior vice president of development for Investigation Discovery.
“This transition signifies Discovery’s commitment to providing audiences with the very best non-fiction content on television, and we are excited to unveil a reinvigorated network that aims to attract new viewers while delivering the high-quality and high-stakes programming our current audience loves,” said Schleiff. “Broadening to Discovery Life Channel gives us a chance to make bigger, bolder programming choices while always, central to our brand mission, revealing life at its most critical turning points.”