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Called Velocity, the new network will replace the current network HD Theater in about 40 million homes on Sept. 25, Discovery officials said Thursday. The target audience of the new network is men with incomes of $150,000 a year and more.

“We just felt like this was a space missing in the marketplace,” said David M. Zaslav, president and CEO of Discovery Communications.

HD Theater was launched in 2002 with the specific purpose of showing high-definition versions of programs aired on other Discovery networks. The rapid adoption of HD by consumers and the addition of HD versions of a full network’s signal rendered HD Theater obsolete.

Discovery has tested a series of programs on HD Theater in recent months that will make the switch to Velocity. They include “Chasing Classic Cars,” “Cafe Racer” and “Mecum Auto Auctions.”

As those titles suggest, cars will be the “bull’s-eye” of Velocity programming, Mr. Zaslav said.

“Culturally, cars are so important for us guys in America,” he said. “We grew up dreaming about what the day would be like when we got our licenses and what cars we would drive.”

Velocity also will televise an upscale sailing race touching on five oceans, travel programming to upscale locations, adventure sports and “real-life adrenaline shows,” said Robert Scanlon, senior vice president of Velocity.

If done right, Velocity could be a magnet for advertisers, which generally pay a premium to reach an upscale audience.

There are no plans for a network to appeal to rich women. Discovery also operates the Oprah Winfrey Network, TLC and Animal Planet, networks with strong appeal to women, Mr. Zaslav said.

Kathy Griffin featured on ‘Drop Dead Diva’

Kathy Griffin is looking forward to causing trouble when she guest-stars on the Lifetime series “Drop Dead Diva.”

In an episode of the upcoming third season, Miss Griffin plays the sister of series regular Kate Levering’s Kim and clashes with Margaret Cho’s character, Teri.

Miss Griffin said acting as a total witch to her good friend Miss Cho is “the role I was born to play.”

Other “Drop Dead Diva” guest stars for the coming season include Wanda Sykes, LeAnn Rimes and Paula Abdul.

“Drop Dead Diva” stars Brooke Elliott as a shallow model who dies in an accident and finds her soul has entered the body of a brilliant, plus-size attorney.

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