DMAX is going free-to-air. The Discovery owned and operated male-skewing entertainment channel, which has been part of Discovery Networks UK’s pay portfolio for more than a decade, will launch on Freeview (channel number 42) and Freesat (channel number 150) on January 16th.
Per Discovery, the channel launches with an “adventurous voice centred around ‘more is more’ for men who want to indulge their passions for survival, extreme lives, motoring and comedy”. With the move, DMAX joins Discover Networks UK’s portfolio of FTA channels that also includes Quest, Quest Red and Food Network. While it replaces Travel Channel on Freeview, the latter will still be available on Pay TV.
The FTA launch will bring with it a number of premieres including Goblin Works Garage, Naked And Afraid, Life Below Zero and Man Vs Food. To bolster the entertainment schedule, DMAX has also acquired FX’s animated spy comedy Archer in a deal with international distributor Endemol Shine International. This marks the latest deal that Endemol Shine has concluded for the show, following the previous licensing agreements with Netflix UK (first window) and Viceland UK. This is not, however, the first time Archer has aired in FTA, as it originally aired on 5Star.
“We’re incredibly excited to launch DMAX on free to air in the UK as a destination for male audiences who want to live life to the max and indulge their passions in a fun environment created especially for them,” said Simon Downing, Senior Vice-President and Head of Factual and Sport. “Its launch strengthens and diversifies our free to air portfolio in the UK, allowing us to engage more audiences than ever before with compelling real-life entertainment.”