• by Wayne Friedman , January 10, 2014

Shifting more network brand associations, Discovery Communications will change the name The Military Channel to the American Heroes Channel.

The change for The Military Channel to American Heroes Channel will occur on March 3 for its 62 million subscribers, and according to the company, will "sit at the intersection of military and history programming."

In recent years, Discovery has rebranded other channels -- including Investigation Discovery (formerly Discovery Civilization); Science (formerly Discovery Science); Destination America (Planet Green); Velocity (Discovery HD Theater); among them.

Other networks, such as OWN and Hub Network, were relaunched and rebranded with outside partners.
 
The mostly male-skewing 25-54 demographic will broaden out to more history-based, narrative-style documentary programming centered on the country's heroes.

In its first year American Heroes will launch 17 new series and specials, with four of those programs starting up upon the channel’s revamp in the first week in March. Launch week programming will include: "Against the Odds, "Raw war: The Lost Film of Dak To," "CIA: Declassified" and "Codes & Conspiracies."