• The Hollywood Reporter on LinkedIn
  • Follow THR on Pinterest
JAN
9
6 MOS

Military Channel to Rebrand as American Heroes Channel

In a bid to reach men 25-54, the Discovery-owned cable network with a focus on heroism will rebrand March 3.

American Heroes Channel Logo - H 2013
American Heroes Channel

The Military Channel is getting a facelift.

On March 3rd, the Discovery-owned network currently in 62 million homes will be rebranded as the American Heroes Channel (AHC). Marketing for the channel will begin in the coming weeks, with plans to target a male-skewing 25-54 demographic with history-based, narrative-style documentary programming centered on the country's heroes.

The rebranded AHC will "sit at the intersection of military and history programming," Investigation Discovery, Destination America and AHC Group president Henry Schleiff said during his stop at the Television Critics Association's semiannual press tour Thursday.

With a focus on courage and heroism, AHC will roll out an ambitious slate of 17 new series and specials in its first year. Four original entries will be part of the cable net's first-week debut, including Raw War: The Lost Film of Dark To; CIA: Desclassified; Codes & Conspiracies; and Against the Odds, which is being billed as a real-life Band of Brothers.

Decorated veterans featured in Against the Odds appeared onstage and suggested that they felt a responsibility to share their stories of service with the viewing public. Still, Schleiff and channel GM Kevin Bennett noted that the expanded network will focus not only on military heroes, but also on those who have distinguished themselves through other actions, whether it's a scientist who worked during the space race or a member of SEAL Team Six, who took down Osama Bin Laden.

AHC joins a lengthy list of rebranded channels within the Discovery portfolio. Past reboots have included Oprah Winfrey's OWN (formerly Discovery Health) and Velocity (once Theater HD), among others.

Email: Lacey.Rose@THR.com
Twitter: @LaceyVRose