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Seven launches male skewing net 7mate

Australian commercial broadcaster Seven Network has announced details of its latest digital network, the male skewing 7mate.

The channel, which will launch on September 25, is Seven’s second digital channel after the launch of 7Two, which launched last year.

7mate will target men 16-49 and is launching with high definition coverage of the Australian Football League Grand Final. The channel will air primarily US series including sci fi series Stargate Atlantis and Warehouse 13, reality series including Jersey Shore, Gene Simmons’ Family Jewels and Pawn Stars, comedies including Family Guy, Parks and Recreation and How I Met Your Mother and factual series including Life After People, Fifth Gear, The Boneyard, Ax Men, Jacked: Auto Theft Taskforce and Air Crash Investigations.

Tim Worner, director of programming and production said: “We’re using the biggest sports event to launch 7mate but this new channel will be so much more than sport. We are after the most elusive demographic in media and we think we’ve got the offering to get them.”

However, he added that in time it would also look to entice female viewers to the channel. “The channel is not designed to alienate female viewers. On the contrary we will be launching several initiatives that will see female audiences watching 7mate as well.”