Discovery Turbo 22 September 2008 saw Discovery Turbo replace Discovery Real Time in Australia, Hong Kong and Southeast Asia. Discovery Turbo is a new 24-hour channel dedicated to speed and all things motored – targeted at males 18-54. (This was not a rebrand per se, Discovery Real Time still exists as a brand in the UK and Europe.) Explains Tom Keaveny, executive vice president and managing director Discovery Networks Asia Pacific, “When we first launched Discovery Real Time in the region as part of our Discovery Lifestyle Networks portfolio, it was our men’s proposition and it showcased a mix of programming across different genres including motoring, sports, DIY/home improvement, gaming and technology. Over time, our research showed that the content that was really driving (no pun intended!) the channel’s ratings in this region was primarily related to motors, and over time we refined the proposition to appeal better to our viewers. It made sense for us to launch Discovery Turbo in the region, which was a brand that already launched in other markets like Spain, Portugal, Latin America, and the UK, and enjoying a lot of success.” As it was a completely new brand, everything on-air was revamped, but two weeks before the switch to Discovery Turbo, there were several transition teaser spots to inform viewers and create a buzz around the new brand. Relevant programming that was previously featured on Discovery Real Time transitioned to Discovery Turbo. Quite a large percentage of the Discovery Real Time schedule was already motor-related in the last year, “so it was a relatively smooth transition without any disruption,” says Keaveny. “We’re always launching new series and specials every month, and we did a special stunt (a four day programming special called Turbo Charged) at the launch, which was in the same week as the first F1 Grand Prix Night Race in Singapore.” The Turbo-Charged stunt showcased two programs – The Secret Life of Formula One and Speed Science – providing an exclusive look at the current status of the Formula One industry and taking viewers behind-the-scenes and inside the minds of those that make it happen. Several new series were also introduced, including Trick My Truck, a series that features big, rig-truck mechanics who scour truck-stops in search of drivers whose trucks are in need of dire help, helping to transform them into their dream ride and Drift Style, which showcases highlights from the Formula Drift racing series and the world of competitive drift racing. The channel will also feature a new season of popular returning series Wheelers Dealers, where duo Mike Brewer and Edd China save repairable classics by repairing or improving on the make and model before selling their newly made-over cars for more than just a profit. The changes were done inhouse by Discovery’s Creative Services team, and several trade ads were done in-house. There was also a launch event at the Cable & Satellite Broadcasters Association of Asia (CASBAA) Convention for affiliates, clients and partners to promote the new brand with an auto theme including racing simulators for guests to try their hand at racing. Concludes Keaveny, “We couldn’t be happier with the response that we have received so far from our affiliate partners, advertising clients and viewers. Everyone has been very supportive and positive about Discovery Turbo and welcomed the change.”