Multichannel Survey 2016: 7TWO / 7mate / 7flix

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Next up in this week’s Multichannel Surveys are 7TWO, 7mate and 7flix.

Both 7TWO and 7mate are gearing up for Olympics coverage, followed by Paralympics on 7TWO.

7TWO is the leading multichannel in Australia, targeting Total People with plenty of British content. First-run Australian titles include Australia’s Best Houses and Before & After. Upcoming titles include Around The World with Manu, Mr. Selfridge, The Art of the Architect, House that 100K Built, Murdoch Mysteries, Wimbledon, Olympics and Paralympics.

7mate is the#1 multichannel amongst Men 16-54 with shows such as Outback Truckers, Storage Wars, Baggage Battles, Ink Master, Family Guy and American Dad. A new Australian-made show is currently under wraps whilst upcoming titles include BBQ Pitmasters, Grilled and the Olympics.

Newest channel 7flix is aimed at Women 16-49 with a mix of movies and entertainment. The channel recently switched to an MPEG2 playout and has seen audience increases as a result. Its library includes US shows including Grey’s Anatomy, How to Get Away with Murder, Once Upon a Time, The Amazing Race, Galavant, and Agent Carter. Still to come are Black’ish, Dr. Ken, Grandfathered and The Real O’Neals.

Seven is the only commercial FTA network yet to offer HD of its primary channel in all cities. Channel 70 mirrors Seven in Melbourne and Adelaide but Sydney, Brisbane and Perth get HD of 7mate, to allow for AFL in HD in all cities. With the Olympics less that 50 days away viewers are likely to be demanding HD of key events, so it remains to be seen how it will equate the two.

Here are the answers from Seven:

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7TWO

BRAND IDENTITY:
7TWO offers a broad selection of programs covering a variety of genres including, the best new factual entertainment, much loved and iconic UK comedies and is the home for great British drama.

TARGET DEMOGRAPHIC:
Total People

RATINGS / PERFORMANCE RESULTS:
7TWO was the # 1 multichannel in 2015
7TWO is the # 1 multichannel Year to Date

KEY FIRST RUN TITLES:
Lewis, Murdoch Mysteries, For the Love of Dogs, Escape to the Country, Bargain Hunt

UPCOMING FIRST RUN TITLES:
Around The World with Manu, The Art of the Architect, House that 100K Built, Mr Selfridge, Murdoch Mysteries, 2016 Wimbledon, 2016 Rio Olympics, 2016 Rio Paralympics

RECENT SUCCESS STORIES:
7TWO is # 1 multichannel YTD.

FIRST-RUN AUSTRALIAN CONTENT:
Around The World with Manu
Australia’s Best Houses
Before & After

CATCH-UP SHOWS FROM PRIMARY CHANNELS:
Minimal daytime catch up content. Primetime is solely focused on the 7TWO audience.

PREMIUM HD CONTENT:
7TWO is an SD channel.

FORMAT / TECH PLAYOUT: (ie. MPEG2, HD etc.)
MPEG2

PLANS OR INTENT TO SWITCH PRIMARY CHANNEL TO HD:
Channel 70 is our HD channel

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7mate

BRAND IDENTITY:
7Mate caters for all male viewers and offers a great range of live sport, comedy, animation, movies, and is the home of many top rating real life factual programs.

TARGET DEMOGRAPHIC:
Men 16-54

RATINGS / PERFORMANCE RESULTS:
7Mate is the #1 multichannel for its target demographic: Men 16-54

KEY FIRST RUN TITLES:
Outback Truckers, Ice Road Truckers, Storage Wars, Baggage Battles, Ink Master, Family Guy, American Dad

UPCOMING FIRST RUN TITLES:
Fast paced, big personality cooking competition programs BBQ Pitmasters and Grilled launch a few weeks before the 2016 RIO Olympic Games.

RECENT SUCCESS STORIES:
Aussie made Outback Truckers is currently airing on Tuesday nights at 8.30pm, averaging over 400,000 viewers it is a strong performer for 7Mate in total people and demographics.

FIRST-RUN AUSTRALIAN CONTENT:
Outback Truckers. Another Aussie made program is on the way, however it’s too early to release further information.

CATCH-UP SHOWS FROM PRIMARY CHANNELS:
None

PREMIUM HD CONTENT:
Most of the content.

FORMAT / TECH PLAYOUT: (ie. MPEG2, HD etc.)
(MPEG2)

PLANS OR INTENT TO SWITCH PRIMARY CHANNEL TO HD: Channel 70 is the HD Channel

7flix

BRAND IDENTITY: Movies and Entertainment.

TARGET DEMOGRAPHIC: Women 16-49

RATINGS / PERFORMANCE RESULTS: From launch on Feb 28th flix has averaged 1.4 share. Since the switch to MPEG2 in early June 7flix now averages 2.2 share. The last week (w/c 05/06) was 7Flix highest weekly share, up 48% on previous best. In its target demo of 16-49 females it achieved 3.5 share.

KEY FIRST RUN TITLES:, Grey’s Anatomy, How to Get Away with Murder, Once Upon a Time, Once Upon a Time in Wonderland, Scandal, The Mindy Project, The Amazing Race, Galavant, The Muppets

UPCOMING FIRST RUN TITLES: Agent Carter, Black’ish, Dr. Ken, Grandfathered, The Real O’Neals

RECENT SUCCESS STORIES: Complementing the stable of Seven channels with a younger female appeal.

FIRST-RUN AUSTRALIAN CONTENT:n/a

CATCH-UP SHOWS FROM PRIMARY CHANNELS: Some, but not regularly scheduled.

PREMIUM HD CONTENT:n/a

FORMAT / TECH PLAYOUT: (ie. MPEG2, HD etc.)Was MPEG4 until early June when changed to MPEG2.

PLANS OR INTENT TO SWITCH PRIMARY CHANNEL TO HD: Channel 70 is the HD Channel

19 Comments:

  1. I forgot to comment on this.

    My problem with 7two is that they only seem to be allowed to show about 6 months of Bargain Hunt before they go into repeating it for nearly another 6 months!

    Also I wouldn’t mind some movies on a Sunday during the day on 7flix. I’m a bit over old tv shows. Especially as its winter sometimes it’s nice to have that option.

      • its def MPEG4 at the least. Its a channel that frustrates me a bit with the constant replaying of the same 60 mins of racing per day. Surely 7 could use it to also replay state league Aussie Rules and rugby and the like given they’ve disappeared from late nights on 7mate.
        It cant be datacasting, I deleted all the datacasting channels!!

  2. I really dislike this classifying of shows as being “for men” or “for women”. I watch a lot of 7mate, mainly because of the footy, but also some of the other shows are entertaining. I’m trying to like 7flix (and I am in their “demographic”) but it is hard going with so much froth and bubble American sitcoms. Can’t we just have channels that have their own identity without using gender stereotypes?

  3. I have enjoyed watching some movies on 7flix and some of their shows. as i’ve said else where though they need to stop editing out bits. I’m not even sure why it’s necesary as most of their shows arn’t the type to run over time. Really things should start and finish on the hour/half hour, but they still manage to have them start at odd times.

  4. Secret Squïrrel

    “Outback Truckers … averaging over 400,000 viewers”!?

    5 City Metro
    Tue 14 June 2016 – 263,000
    Tue 7 June 2016 – 206,000

    They’re either national+catchup figures or they’re counting each eye separately.

    Most of 7mate’s content source may be HD but if the channel is SD (as it is in MEL and ADE) then the content is not in HD. Who knows what we’ll be getting for the Olympics?

    Gotta say that, of the commercial FTA networks, the brand identities for Seven’s multichannels are the strongest.

  5. Channel 7 really have the blinders on tight with a lot of these statements.

    “the home for great British drama” – because BBC First doesn’t exist, yeah?
    Describing BBQ Pitmasters as “first run” when it’s been on A&E for years.

    The lack of HD in the lead up to the olympics is a concern as well. I hoped they would have moved to two HD MPEG4 channels by this point. The fact they still consider HD “premium” is also concerning considering people have been buying HDTVs for over a decade.

    • James-original

      I spose BBC First doesn’t exist for most of Australia seeing as it’s on the Foxtel Drama platform……

      But I agree with your MPEG4 comment. It’s a shame that so many don’t have access to it though. Over time I guess…..

  6. With the Olympics less that 50 days away viewers are likely to be demanding HD of key events

    —-

    I think 7 will just make people pay for the Olympics in HD (heard something about this ) or just use their existing channels (not the main channel in HD).

  7. On 7Two I really enjoy watching the early years of Home and Away as it brings back memories. Mighty Ships is interesting. 7Mate has American Dad and Family Guy. 7Flix plays movies and classic comedies. What happened to Catch Phrase?

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