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AP Photo/Manuel Balce Ceneta

On the heels of its recently-announced merger with Scripps Interactive Networks, Discovery Communications said Tuesday that it will form a new joint venture with The Enthusiast Network (TEN), an LA-based media company that owns over a dozen automotive-based outlets, like Automotive magazine and Truck Trend Network.

What it entails: The partnership will combine Discovery's Velocity channel, and TEN's entire automotive digital, social, video subscription and live event portfolio. The company will be called TEN: A Discovery Communications Company, and Discovery will have a majority controlling interest.

Why it matters: It's an opportunity for Discovery to further tap into the lucrative auto advertising market and the loyal audience of 150 million auto fans that can also be marketed to in other verticals, like consumer packaged goods or sports. A stake in TEN's subscription video on demand (SVOD) service Motor Trends OnDemand, also marks Discovery's first direct-to-consumer push in the U.S.

A win for auto and luxury advertisers: The new venture aims to become the largest media destination for auto enthusiasts in the U.S., which will give advertisers a vehicle for reaching affluent audiences across a multitude of platforms. Although TEN's print publications won't be included in the deal, advertisers can run ads across those outlets in a coordinated fashion for a 360-degree messaging opportunity.

Go deeper

Ina Fried, author of Login
4 mins ago - Technology

Microsoft's Activision Blizzard deal complicates Big Tech regulation

Illustration: Megan Robinson/Axios

Microsoft's surprise $68 billion deal to buy Activision Blizzard is adding a fresh twist to the heated debate over which tech companies have monopolies that need to be reined in.

The big picture: The deal could force a question the company has happily ducked for a decade: whether its size and power make it just as deserving of regulatory scrutiny as its Big Tech rivals.

Biden to announce plan to distribute 400 million masks for free

Photo: Ken Cedeno/UPI/Bloomberg via Getty Images

The Biden administration will announce Wednesday that 400 million non-surgical N95 masks will be made available to the public for free at thousands of "convenient locations" across the U.S.

Why it matters: This is the largest deployment of personal protective equipment in U.S. history, according to a White House official. The masks are slated to be available at numerous local pharmacies.

Tina Reed, author of Vitals
1 hour ago - Health

The end of the Omicron wave is in sight

Expand chart
Data: Our World in Data; Chart: Baidi Wang/Axios

The Omicron wave is likely beginning to recede in the U.S., experts say.

Why it matters: Omicron is still wreaking havoc in parts of the country, but infectious disease experts are optimistic that relief is around the corner.