Discovery Lifestyle Networks will consist of three core networks, each targeting a different demographic group and specialising in different subject areas.
The Discovery Channel is hoping the launch will make Lifestyle Networks one of the first international lifestyle brands.
As a key part of the content strategy, the company will commission programming of regional interest. It will also include acquisitions, new channel launches and an increased spend on programming.
Discovery's existing networks -- Discovery Travel & Adventure, Discovery Home & Leisure and Discovery Health -- are all to be revamped and will serve as the core of the new lifestyle channels.
The move is seen to reflect the trend for channels featuring home improvement, travel and cooking, which at present seem to be overtaking the likes of nature documentaries in the UK and other markets.
Judith McHale, president and CEO of Discovery Communications, said: "We view Discovery Lifestyle Networks as a major growth initiative for the company. Discovery's considerable expertise in international programming and strong brand recognition will help this new initiative build strong advertising, affiliate and consumer interest."
The channels will first launch in India in the final quarter of 2004.
Discovery claims that at launch, the channels will have a distribution of 54m subscribers in 81 countries and will be available in 15 languages.
Discovery Lifestyle Networks will complement the company's portfolio of factual channels offered outside the US, such as The Discovery Channel, Animal Planet, Discovery Kids, Discovery Science, Discovery Wings and Discovery Civilisation.
There will also be new-media support in the form of interactive television, e-commerce and broadband websites.
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