Nine to launch new channel before 7mate
Nine has set a date for the launch of its second digital channel, five or six days before Seven launches 7mate.
“I wanted to call it Dave but everyone said ‘are you joking?'” says David Leckie.
Instead Seven called their new male-skewed channel 7mate.
Presumably nobody thought to ask the same question of that idea.
Dave, of course, mirrors the male-dominated channel in the UK which shows titles like Top Gear, Two Pints of Lager and a Packet of Crisps, Red Dwarf and Bottom.
7Mate, which launches on September 25 with the AFL Grand Final, will aim at young males aged 16-39.
Seven CEO David Leckie says the channel “will take a couple of years to make a good profit” but “it will make a profit in year one”.
Advertising will be sold across Seven media properties via SMG Red Unit.
“Anyone in the marketplace will tell you that James Warburton, Kurt Burnette (network director of sales) and their team do a great job selling television, Yahoo!7 and magazines,” he said.
But the Australian Financial Review says Nine has set a date for the launch of its second digital channel, five or six days before Seven launches 7mate. Rumours on Nine’s channel extend from a crime channel, lifestyle channel or a female-skewed channel possibly called GEM.
However, it still requires 8 weeks notice to be included in the OzTAM panel.
AFR also reports Seven is counting on 7mate to correct the failure of 7TWO to broaden the reach of the Seven brand.
“We are very pleased with 7TWO but we think we can do a lot better by the way. GO and ONE are going very well. We saw an opportunity and we are looking forward to it,” Leckie tells The Australian.