It's a Viacom owned channel that replaced Spike. I think they are aiming for a high quality channel to compete with the likes of AMC and FX as well as the lesser movie channels.
The wife and I watched Yellowstone. We enjoyed it, but it had some huge plot holes and was a little forced at times. Full frontal nudity and language was a surprise for a cable channel though. They are pushing the envelope.
I think season 3 was my favorite season so far. I liked the first two, but they jammed a ton into each of them and at times they were a tad over the top. I much preferred the slower burn/ everyday life stories of this season. They definitely came out swinging in the final 10 minutes of the finale though.