Multichannel Survey: 7TWO / 7mate

How do our networks view their own multichannels?

It’s been close to two years since all of our Free to Air Networks have had three channels, but how have they evolved since their launch and what should viewers expect of them in terms of content?

TV Tonight has asked each network a series of questions about their target audience, programming, HD content and more. Each was asked to focus on recent, current and upcoming titles. Are they serious about first run episodes or are they primarily catch up channels?  And what’s coming up? Over the course of these articles you will see how they view their products.

First up is 7TWO and 7mate, with Seven answering the questions on its two multichannels.

NAME OF MULTICHANNEL:
7TWO

BRAND IDENTITY
Broad Drama and Lifestyle

TARGET DEMOGRAPHIC:
25+

RATINGS / PERFORMANCE RESULTS:
Topped 28 weeks this survey year equating to 80% weeks won. Lead all People for the year.

KEY FIRST RUN TITLES:
Escape to the Country, 60 Minute Makeover, Property Ladder, Bargain Hunt

UPCOMING FIRST RUN TITLES:
Country Calendar, Food Truck, Cowboy Builders, Britain’s Empty Homes, Gardeners World

RECENT SUCCESSES:
(Unanswered)

PREMIUM HD CONTENT:
N/A – not an HD Channel

ANY FIRST-RUN AUSTRALIAN CONTENT?:
The Travel Bug, All 4 Adventure

CATCH-UP SHOWS FROM PRIMARY CHANNELS:
not regularly

* * *

NAME OF MULTICHANNEL:
7mate

BRAND IDENTITY:
Comedy
Mantiques
Real-Life Characters
Auto
Structures & Engineering

TARGET DEMOGRAPHIC:
Men 16-49

RATINGS / PERFORMANCE RESULTS:
#1 Digital Channel with all young males demos, Men 16-39, Men 16-49, Men 25-54, Men 16-54 in 2012.
Growing across all male demos Year on Year
(Source: 5-City Metro, 6pm-Midnight, Consolidated, excluding Olympics)

KEY FIRST RUN TITLES:
Family Guy
American Dad
Turtleman
Swamp People
Hardcore Pawn
American Pickers
Full Throttle Saloon
AFL in Syd/Bris

UPCOMING FIRST RUN TITLES:
Auction Kings
Rat Bastards
Mounted in Alaska
American Restoration
Cities of the Underworld

RECENT SUCCESSES:
Turtleman, averaging 200,000 viewers.

PREMIUM HD CONTENT:
Majority of content in primetime is in HD

ANY FIRST-RUN AUSTRALIAN CONTENT?:
Outback Truckers
Upcoming: Big Australia

CATCH-UP SHOWS FROM PRIMARY CHANNELS:
(unanswered)

31 Comments:

  1. Thank god for Foxtel. Why can’t they run more first run content on these channels Also I think an all movie channel could have been a better fit. I mean they show so many movies that it will be easy to for a network to fill up the schedule. .I mean they have film 4 on freeview in the UK so why not here.

  2. Both these stations have fairly clear positioning – okay they show a lot of repeats but they dont have a huge budget for new shows and they have to fill 24 hours each day!! What would you suggest they show?

  3. Foxtel also advises:
    AMERICAN PICKERS – A&E has the Australian premiere episodes
    AMERICAN RESTORATION – A&E have has the Australian premiere episodes
    CITIES OF THE UNDERWORLD – History channel had the Australian premiere episodes

  4. Both channels seem to differentiate themselves from each other and Channel Seven. So very smartly done.

    I’ll admit I watch Ch 73 more than Ch 72. I did like Air Crash Investigations on Saturday. Although they don’t have the rights to all of them. At least someone mentioned it online. I also watched it on Seven this week but remembering it’s on was hard due to the paper guides not being reliable so I don’t use them.

    As I’ve admitted I’d watch Lois & Clark: The New Adventures of Superman after Star Trek on Saturday if they repeated it. I’ll also admit I’d watch Sherlock Holmes if it wasn’t on Monday nor against Star Trek if they played it. Although I hope they can play the credits including if they wanted to play non-Jeremy Brett stuff. If you have to play it somewhere inconvenient I sometimes could watch between 12-2am if they repeat something. I know it’s wishful thinking and probably will never happen.

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