Seven Media launches 7mate

Aussie digital channel targets men

SYDNEY — Oz network Seven Media Group announced Thursday it will launch a male-skewed digital TV channel called 7mate.

The channel is the second new offering by the web after a change in broadcasting laws last year allowing the free-to-air networks to bow new digital platforms.

The launch of 7mate follows the launch earlier this year of 7TWO, a general entertainment offering, and makes Seven the first free-to-air network to broadcast across three channels.

A huge rebound in the Aussie TV ad sales market has been partially attributed to the suite of new free-to-air channels, known as Freeview, and more channels are expected from all the major webs.

Seven topper David Leckie said: “The launch of 7mate delivers us a tremendous platform of channels targeting specific audience demographics, leveraging our primary channels’ success with women, and 7TWO’s targeting of a 25 and older adult audience.

7mate will launch on Sept. 25 showing the ever-popular Australian Football League grand final. Other shows will include “Family Guy,” “American Dad,” “Monster Garage” and “Gene Simmon’s Family Jewels.”

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