The Seven Network has announced a new digital channel, 7mate, to launch on September 25, aimed at men 16-49.
It will launch with high definition coverage of the AFL Grand Final.
Seven’s CEO, David Leckie said, “Seven is Australia’s most-watched network and our suite of multi-channels delivers more viewers than anyone else,.
“7mate is the next step in building on our leadership in broadcast television. 7mate is going to be great.
“The launch of 7mate delivers us a tremendous platform of channels targeting specific audience demographics – leveraging our primary channel’s success with women and 7TWO’s targeting of a 25+ adult audience.
“We’re delighted to be the first commercial network to move to three channels. With 7HD we were first into multi-channelling for the commercial networks and this is another significant step for our television business,” Mr Leckie said.
Programming Chief Tim Worner, said “We’re using the biggest sports event to launch 7mate but this new channel will be so much more than sport. We are after the most elusive demographic in media and we think we’ve got the offering to get them.”
New episodes of Family Guy, American Dad, Parks And Recreation and Last Comic Standing will lead the primetime comedy schedule. 3o Rock, How I Met Your Mother, That 70’s Show, Scrubs and Crank Yankers round out the laughs. New drama will include the sci-fi series Caprica and the adventure series Warehouse 13 and Stargate Atlantis. The reality slate will feature US ratings hits Jersey Shore and Pawn Stars, along with popular MTV series Punk’d and Gene Simmons Family Jewels, featuring the controversial KISS guitarist and his LA-based family, and Monster Garage with Jesse G. James. Factual on 7mate will see series such as Fifth Gear, The Universe, Life After People, The Boneyard, Ax Men, Jacked: Auto Theft Taskforce, Mega Movers, Mega Structures, Air Crash Investigations and Shockwave in primetime. 7mate will also be the home for first-run big movies for the blokes, including The Ringer, Strangers and Primeval.
Mr Worner said: “The channel is not designed to alienate female viewers. On the contrary we will be launching several initiatives that will see the female audience watching 7mate as well.”
To receive 7mate from 25 September, viewers will need to tune into channel 73 on an HD capable Digital TV, PVR or set top box. If you have an analogue television you will need to connect your old TV to an HD capable Digital set top box, PVR, or Digital recorder and tune in to channel 73.
A new website is online at yahoo7.com.au/tv
A spokesperson from Seven told TV Tonight: “7mate replaces 7HD, as this is all we can fit in our spectrum until 2013 or the end of Analog.
“It will be Broadcast as per 7HD currently is but will appear on channel 73.
“On Grand Final day 7mate will simulcast with Seven and then commence life as its own full time HD channel.”
This post updates.