Nine’s third digital channel GEM will aim at women over 35.
As an acronym of General Entertainment and Movies, GEM promises a mix of ‘new content, classic comedies, cherished drama series, all-time favourite movies’ plus high definition sports aimed at the ‘sophisticated, discerning viewer’
It will be led by new US drama The Big C starring Laura Linney (pictured) and Oliver Platt.
Updated: Other first-run imports include Weeds, Southland, Miami Medical, Secret Diary of a Call Girl, The New Adventures of Old Christine, and the lifestyle programs Wife Swap, Secret Millionaire USA, The Chopping Block USA and How Clean Is Your House?
It will feature a new season of Random Acts of Kindness featuring Shelley Craft, Scott Cam, Dr Andrew Rochford and Simmone Jade Mackinnon.
Also screening are Aussie dramas McLeod’s Daughters, Sea Patrol and The Alice, plus US crime shows CSI, CSI Miami, CSI New York, The Closer and Cold Case, along with movies such as Million Dollar Baby, The Aviator, 21 Grams and Being Julia.
Friends will be stripped to air every week night,
The channel will officially launch on Sunday September 26th, when it is likely to be included in the OzTAM ratings panel, but it has been reported it will be on air on September 24 -a day before the blokey 7mate begins.
CEO David Gyngell said, “GEM is what its title suggests – a general entertainment and movie channel, carefully crafted and targeted like GO! before it, to appeal to a wide audience cross-section and complement Nine’s existing successful brands,” Mr Gyngell said.
GEM will also include some news and current affairs programs.
“We have a very significant investment in news and current affairs and some of that content will be repackaged to the style of GEM,” he said.
As with 7mate, the channel is set to be HD only, to replace Nine HD.
High definition sport will be seen on GEM until the digital switchover in December 2013.
Rumours on Nine’s moves, including the channel name, content pitch and launch date have been speculated for some time.
Viewers can watch GEM on channel 90 on an HD-capable digital TV, PVR or set top box.
This post updates.