Discovery Communications Partners with The Enthusiast Network

TopSpeed

By Mark McNabb

Published Aug 6, 2017

Velocity Network meets Motor Trend OnDemand & more

Media giant Discovery Communications is growing larger thanks to a consolidated joint venture with TEN: The Enthusiast Network, the parent company to a wide range of print magazines and digital content like Motor Trend, Hot Rod, Automobile, and Motor Trend OnDemand subscription video service. The deal is said to benefit both “automotive superfans” and advertisers by consolidating these digital, social, and live events under one umbrella.

The joint venture, called TEN: A Discovery Communications Company, will see content shared between the Velocity cable network and The Enthusiast Network. This includes shows like Velocity’s Wheeler Dealers and Iron Resurrection and TEN’s Roadkill, Hot Rod Garage, Dirt Every Day, and Engine Masters from Motor Trend’s OnDemand service and YouTube channel. Neither side’s content is expected to change. Paul Guyardo, the chief commercial officer for Discovery Communications and CEO of the new venture, said, “This is about going after super fans across all platforms. We’re going to deliver a quality male audience at a much more efficient rate than sports, an audience that also buys much more than cars.” The joint venture deal should become official later in 2017 pending regulatory approval.

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Why It Matters

Joint ventures generally mean joint growth and expansion. I hope for nothing less for Discovery’s new TEN, which will be the largest automotive media outlet once formally approved. Speaking personally, I’m a subscriber and big fan of Motor Trend OnDemand and its original programming. Shows like Roadkill, Dirt Every Day, and Engine Masters are some of the most engaging and entertaining shows available online – not to mention, informative. Ever watched an episode of Engine Masters As a cable-cutter, I can’t speak for Velocity’s programming, but the few clips I’ve watched seem very entertaining, though a bit on the “reality cheese” end of the spectrum.

It’s interesting that no cash changing hands in this deal. Discovery and TEN will simply co-benefit from the cooperation. However, it’s important to note Discovery has an option to buy out TEN in the future. TEN also has the option to sell its stake in the joint venture.

TEN isn’t Discovery’s only recent grab. Discovery Communications recently paid almost $12 billion for Scripps Networks Interactive, a publicly traded company which parents mainstream TV networks like HGTV, Food Network, DIY Network, Cooking Channel, and Travel Channel. The purchase does not touch Scripps Networks Interactive’s seller, E.W. Scripps Company and its newspaper subsidies. Needless to say, Discovery Communications is on an imperialistic rampage. No word on what other companies or media outlets Discovery has in its sights.

So, do you watch Velocity or Motor Trend’s programming? Are you a Motor Trend OnDemand subscriber? Let us know in the comments below.

Engine Masters?