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BRIEF: MAVTV goes after Middle AmericaJul 03, 2012 (Los Angeles Times - McClatchy-Tribune Information Services via COMTEX) -- Call it the John Cougar Mellencamp network. MAVTV, a cable network owned by Lucas Oil Products Inc., is hoping to capture America in "all of its unapologetic blue jean and t-shirt glory," according to the channel's website. "MAVTV will aspire to evoke the spirit of real American families living across the USA -- - in the heartland, in big and small towns, and on Main Street." Currently in about 40 million homes, the network is rebranding itself as "American Real" starting, appropriately enough, July 4. Besides carrying a heavy load of motor sports (produced by Lucas Oil), the channel also has a show called "Hell on Hooves" about bull riding and other programs aimed at the blue-collar and extreme-sports crowd. The network will face competition from Discovery's Destination America, a network that tries to hit similar notes, which launched last Memorial Day weekend. Lucas Oil is already a large supplier of racing content for CBS, NBC and the Fox-owned cable channel Fuel. ___ (c)2012 the Los Angeles Times Visit the Los Angeles Times at www.latimes.com Distributed by MCT Information Services |