Seven promises 1 minute ad breaks for Secret Bridesmaids’ Business

Seven has set late September to premiere its new drama miniseries Secret Bridesmaids’ Business, and TV Tonight can reveal Seven sources have confirmed commercial breaks of no longer than 1 minute.

Seven will screen 4 x 1 minute breaks across all 6 episodes, in a bold move to give viewers an experience much closer to the streaming model. It’s a vote of confidence in the series and good news for viewers.

The series, based loosely on a play of the same name by Elizabeth Coleman, draws upon the Mornington Peninsula for much of its backdrop.  It features Abbie Cornish, Katie McGrath, Georgina Haig, Alexander England, Oliver Ackland, Dan Spielman, Annie Jones and Nicholas Bell.

Intriguing flashes of the wedding that is to come open the series… the flower girl running, blood on the wedding dress, the flash of a knife… Yet before we discover who might be the collateral damage, we pick up the story three months earlier…

A bride’s perfect wedding turns deadly after one of her bridesmaids unwittingly invites a malevolent stranger into their lives, triggering a life‐threatening chain reaction that blows open a hidden world of intimate secrets. In this addictive, six‐part, romantic thriller, the power of female friendship could prove the difference between life and death.

Sunday September 29 on Seven.


  1. Great idea. You really have to wonder how commercial TV thinks they can compete with streamers when they have not considered trying to emulate them by reducing the ads. Ratings will just keep going lower and lower year on year.

  2. 10 used to do this with their “seriously short breaks” initiative… I’ve always wondered why they stopped doing it.
    My thoughts are you can sell the ad space at a premium, as people are less likely to get up and walk away from it, if it’s only a short time before the program resumes.

  3. 4×1 minute commercial breaks? Nice idea.

    But does this mean that it is to be followed by 12 minutes of commercials before and after the show? And many pop-up ads on screen during the show. Can’t wait 😛

  4. Doesn’t mean there won’t be any of those pop-up program promos. Or shrunken picture/round the edges advertising – or is that sport-only thing?

  5. David any idea how the pricing for ads will change for this model? Are Seven copping a significant loss, or charging a huge premium telling advertisers this will get more eyeballs on their commercials (after all, how many kettles boil in less than a minute)? Expect this will mean Seven will air promos for their own shows exclusively before and after the episodes rather than within ad-breaks?

  6. Don’t write checks you can’t cash. Seven decides to do this now with this show, when there’s been/are so many better shows to do it with, Downton Abbey or A Place to Call Home spring to mind or any of the British drams they tend to advertise as “big” or Australia’s “number 1” drama The Good Doctor.

  7. I’m really looking forward to this however I hope Channel 7 can fix the timings for their electronic program guide – lately they have taken their EPG to reflect program start times at 30 minutes past the hour (e.g. 8:30 pm) then not actually starting for up to 17 minutes later so my PVR cuts out before the program has finished

  8. I hope it is better than the trailer because that looks like everything you have seen before in a series/hallmark movie.
    Really like Abbie Cornish so was hoping this would be great for her to return home.

  9. A great move by 7. Does this mean shows before it will experience an increase in the number of ads? My big question will it start at 8.30? I think one of the reasons HYBPA does well is it’s (no later than) 8.40 start time. 10 have been consistent with this show. Other networks as so inconsistent with whatever follows their reality offerings. Hopefully 7s plan pays off.

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