Discovery Communications has launched TestTube, a free, ad-supported video network targeted at young males, The Wall Street Journal reported.
TestTube is the product of Internet television studio Revision3, acquired by Discovery last year in an estimated $30-40 million deal. The network will launch with 10 million streams and is expected to grow to 20 million streams by the end of 2013.
TestTube will reportedly showcase original content aimed at a young, male audience, with 15 new series such as techno-philosophy talk show Shots of Awe; Blow it Up, hosted by MythBusters personality Tory Belleci; and Nature Hates You, a series of flip exposés of the sinister side of natural-world things like vines and dust.
“If you had to think about what Discovery would look like if you invented it today for the millennial generation, TestTube is that image,” J.B. Perrette, chief digital officer of Discovery Communications, told the Journal.
While the 25-54 set is the meat and potatoes of Discovery’s diet—the flagship channel saw its Q1 deliveries increase 10 percent to 846,000 members of the demo per night—it’s never a bad idea to try to make inroads with the younger crowd.
Revision3 CEO Jim Louderback said Discovery’s goal is to capture the 18-34 demo, even if “[it] turns out, down the road, that everything goes à la carte.”
(Louderback’s assertion is a bit of a reach; Discovery on Thursday told Adweek that TestTube is not being developed as a hedge against cord-cutting.)
In addition to TestTube, Discovery will distribute shows via YouTube, with plans to dole out original programming to Xbox, Apple TV, Roku, iOS and TiVo.
“This is another step in our mission to be the No. 1 nonfiction video and media company on all screens,” Perrette told Deadline.