Seven Oz preps entertainment network

Australia’s Seven Network is getting ready to launch a general entertainment channel, the third new commercial free-to-air (FTA) channel in the country in as many months.

Seinfeld will air on the new channel

Debuting on February 28, 7flix will offer a mix of movies, US series and children’s programming.

A promo that aired on Sunday night during the premiere of the Australian miniseries Molly highlighted “movies to fall in love with, big shows that you can’t get enough of, stories that make you feel great… and fun.”

Among the titles featured were Seinfeld, The Amazing Race, Scandal, How to Get Away with Murder, Grey’s Anatomy, The Mindy Project, Once Upon a Time and The Muppets.

7flix comes under the aegis of Brook Hall, Seven’s head of scheduling for digital channels, which currently comprise the male-skewed 7Mate and female-targeted 7TWO.

The network did not provide any further details, such as whether any films or other programming will shift from 7Mate and 7TWO to the new channel. Media analyst Steve Allen of Fusion Strategy told C21: “I think it is a mixed programming line-up to suit different daypart viewing patterns.”

Nine Entertainment’s lifestyle channel 9Life has steadily built audiences since launching last November and on Sunday night was the second most watched of the FTA secondary channels with a 4.1% share, behind sibling GO!.

Public broadcaster SBS launched Food Network, its fourth FTA channel, in November.