Earlier this year, it emerged that Discovery was delaying the launch of Quest - its first free-to-air channel in the UK entirely dependent on ad revenue - after the original start date was scheduled for May. Discovery partly blamed the recession for the delay.
However, the company confirmed today (5 August) that the channel would now launch on 30 September.
Discovery secured its first channel slot on Freeview in October, striking a deal to licence capacity from ITV-owned digital terrestrial multiplex operator SDN.
It has been tight-lipped about the specific audience positioning and programming line-up of the channel, although the company said the channel would draw upon its library of factual, entertainment and lifestyle programming, while also including scripted acquisitions.
Discovery launched its first channel in the UK in 1989. The UK business has since increased to 12 pay-TV channels available through BSkyB, Virgin Media and other platforms.
In April, Discovery named Martin Heaton-Cooper, former acting managing director of UK channels at NBC Universal, as head of UK ad sales, two months after his predecessor, Andrew Grieve, resigned.
Grieve left Discovery last month to start a new job at pay-TV broadcaster, the Travel Channel
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