Discovery Rebrands Military Channel to American Heroes Channel

01.09.2014

​As of March 3, Discovery Communications' Military Channel will be known as American Heroes Channel, complete with Rob Lowe-narrated launch series "Against the Odds."Â

Discovery is calling the network rebrand a "brand expansion," using this opportunity to extend its existing military-related programming into more general stories about heroes coming out on top. The channel will continue to target males 25-54, and creative for the rebrand will roll out throughout January and February. The American Heroes Channel will officially go live on Monday, March 3.Â

"The American Heroes Channel will be the next great platform for Discovery to engage and entertain an information-hungry audience with a network that provides an exciting intersection of military and history programming," said David Zaslav, president and CEO of Discovery Communications.

The new year will bring 17 new series to the rebranded channel, including "Against the Odds," a six-part documentary series narrated by Rob Lowe, a visual special about lost film from Vietnam, a Cold War series called "CIA: Declassified" and "Codes & Conspiracies," a Sunday-night series that reveals the clandestine history of top US institutions.Â

Brief Take: Discovery has a busy few months kicking off 2014, with the American Heroes rebrand as well as the upcoming launch of its first scripted series, "Klondike," Animal Planet's 10th anniversary of the Puppy Bowl and a Wendy Williams Valentine's Day special on Investigation Discovery.Â

[Image courtesy of Military Channel]