Discovery MAX hits Spain\'s DTT

In Spain, DTT channel Discovery MAX consolidated in February to record an audience share of 1.2% in the total number of individuals and 2.1% in its target audience (adults aged 25-44). According to Kantar Media, this is the best result by a DTT channel in its second month of life. Since its launch on 12 January, the channel's audience growth has been continuous, almost daily beating its own record. On 25 February Discovery MAX had its most successful day so far, with a 1.6% share in total individuals and 2.7% in the target audience. That day saw the first episode of River Monsters, which had an audience of 385,000, which represented a 2.3% share individuals in total and 3.6% in the target audience. In this series, biologist and extreme angler Jeremy Wade travels worldwide to discover the myths and legends related to freshwater predators that pose a potential threat to humans. Fernando Jerez, Discovery country manager for Spain and Portugal, said: "The February results show that there was demand for non-fiction content in Spain, a genre in which Discovery is the undisputed leader worldwide. Discovery MAX opens a door to a new type of television marked by the quality and authenticity, which has enormous growth potential as evidenced by everyday programs like LA Ink, Way To Go or Tuneados Urban." The new channel features genres ranging from extreme survival, motor and entertainment kitchen to the wild, crime and docu-reality. Given the diversity of its subject matter and content, it is aimed at a broad audience, including content from Discovery Networks 13 channels distributed in the US and the 26 channels distributed throughout the world. Discovery MAX occupies one of Unidad Editorial-Veo 7's DTT frequencies.