Market Insight

A&E rolls out to ten million more homes in Europe

July 07, 2014  | Subscribers Only

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A+E Networks is rolling out its flagship A&E channel brand in German-speaking Europe, Spain and Portugal and Africa this autumn. The channel will replace Bio (The Biography Channel) and will reach 10 million households, according to the US company. A&E's first European launch was in France in Novermber last year. The new channel will continue to air series that were previously available on Bio, such as Duck DynastyWahlburgersStorage Wars and Bad Ink. A+E Networks said the channels would also feature locally-produced content and acquisitions.

Our Take

The retirement of the Bio channel brand in Europe brings A+E's international channels into line with the US, where Bio has rebranded as FYI this month. By replacing a documentary channel like Bio with a factual entertainment channel such as A&E, AETN is hoping to appeal to a wider audience and to create a stronger brand reinforced by its increasing array of original programming. A&E and History are AETN’s most popular channels in the US. Bio has been facing strong completion from channels offering similar content owned by Discovery and Fox.

According to IHS Technology estimates, A&E is expected to reach 3.1 million households in Germany, of which 1.5 million are cable and one million are satellite customers.

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