Velocity TV Driving For NFL, Auto, Tech Toy, Extreme Fishing Demographic

The network has unveiled more than 140 hours of original programming, including NFL Single Coverage and Greatest NFL Rivalries, targeting an “upscale male demographic.”

Single Coverage “examines the key individual match-ups inside the game [using] personal interviews and in-game player microphones to dissect the individual match-ups between featured players and coaches on opposing teams. Greatest Rivalries features NFL Films’ content library to “provide an all-access pass to 2011’s upcoming rivalry dates.”

Both shows will have “sneak peeks” on Sept. 21.

Velocity will be available in more than 40 million homes at the channel location currently occupied by the HD Theater cable network.

“Once we made the initial announcement of Velocity last April, there immediately was a great deal of excitement and enthusiasm for this new brand,” David Zaslav, president and CEO of Discovery Communications, said in a statement. “As evidenced by its relationships with blue-chip partners like the NFL, Velocity taps into a premium male demographic and connects with them at their passion points.”

According to Bob Scanlon, Velocity svp, “Velocity will be the go-to destination for the upscale male demographic. From the vintage-cool look of the brand, to our broad content genres, to our industry-best HD production standards, Velocity will stand out both for its style and its substance.”