Discovery Communication’s Velocity has been coupled with TEN: The Enthusiast Network in a new joint venture, bringing together brands like MotorTrend and Roadkill, notable for nearly being all the way up the ass of Fiat Chrysler, with the TV network’s existing properties in a new massive automotive media empire.
Velocity is probably best known for shows like the soon-to-be-horribleWheeler Dealers, as well as the seriously-titled show Bitchin’ Rides and its heart pounding streaming of the Barrett-Jackson auctions, and it will now be joining TEN’s available on-demand media service with the likes of MotorTrend, HotRod, Roadkill, Ignition and others that used to be free on YouTube, with a claimed access to over 100,000 financially-frisky paying subscribers.
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According to the announcement, the new joint venture will be an “unrivaled destination for automotive enthusiasts, auto buyers and advertisers”, (here is where I would put the money eyes emoji), with Discovery holding a majority stake.
Upon closing of the transaction, the venture, to be called TEN: A Discovery Communications Company, will offer advertisers a unified offering with a combined reach of more than 150 million automotive superfans, car buyers and a quality male audience. The new venture will also bring proven expertise in the branded content space, as well as sophisticated audience targeting capabilities.
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“This venture is about giving advertisers the quintessential way to reach auto enthusiasts, prospective car buyers and an affluent male audience that buys a lot more than cars,” said Paul Guyardo, Chief Commercial Officer for Discovery Communications. “It’s also about giving consumers OTT access to world-class automotive content on every screen.”
Sorry ladies.
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TEN’s print businesses, including MotorTrend,Automobile—which was recently overhauled to finally be a car magazine for the men—and its other print outlets will not directly contribute, but there will be a “commercial agreement” for cross-promotion with the new media platform, kind of like that time Jeremy Clarkson had to shill Nick Mason’s book on the BBC without being too obvious so he could drive a Ferrari Enzo.
So MotorTrend and the like get access to real television, and Velocity gets access to a sizable on-demand audience, which will probably kill television. Sounds like a smart deal, a match made in heaven, and perfectly balanced.
Full Disclosure: Jalopnik, under the umbrella of Gizmodo Media Group, is owned by television broadcasting company Univision.
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