SYDNEY — Australian commercial web Nine Network will bow its third free-to-air digital channel, Gem, an anagram of general entertainment and movies, on Sept. 26.
It will target what Nine calls “discerning viewers” with a mix of classic comedy, drama and movies.
Gem launches a day before the bow of Seven Network’s third channel, the male-skewed 7mate, and well ahead of the 2011 bow of Eleven, Ten Network’s joint venture with CBS.
All the Aussie webs have been rushing out new channels since the changes to restrictive TV laws that only allowed the free-to-airs to operate one main web.
Gem’s lineup will include Laura Linney starrer “The Big C,” “Random Acts of Kindness,” “Secret Diary of a Call Girl,” “The New Adventures of Old Christine,” “Wife Swap” and the new season of cult laffer “Weeds.”