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7two

From Alfawiki
7two
Company typeFree-to-air digital television multichannel
IndustryTelevision broadcasting
FoundedNovember 1, 2009; 17 years ago (2009-11-01)
FounderSeven Network
Headquarters
Australia
,
Australia
Area served
Australia
OwnerSeven Network

7two is a free-to-air digital television multichannel in Australia, launched by the Seven Network on 1 November 2009.

Aimed primarily at audiences aged 25 and above, the channel presents a varied lineup including lifestyle programs, drama series, adventure shows, reality observational documentaries, and comedy content.

History

The Seven Network officially revealed the channel during its morning program, Sunrise, at 7:45am AEDT on 23 October 2009. Prior to this announcement, speculation had pointed to a November 2009 debut with possible names such as 7PLUS, PLUS7, Channel Mate, and 7TWO. Tim Worner, Seven’s then-programming director, indicated that some of these names were deliberate distractions to maintain confidentiality. Subsequently, the names PLUS7 and Channel Mate (later known as 7mate) were assigned to Seven's online catch-up service and its secondary digital multichannel respectively.

Upon launch, the channel introduced a promotional clip titled "It's Time," which showcased personalities from Seven Network alongside previews of upcoming shows and films. This promotional material was also accessible on the channel’s website and received cross-promotion on Seven’s main channel. Seven employs a strategy of cross-promoting content across its four channels (Seven, 7two, 7mate, and 7flix). Early in 2011, presenters Tom Williams and Johanna Griggs became the faces of 7two’s Friday and Sunday lifestyle programming.

The rollout of 7two was staggered in regional markets. It became available to Southern Cross Television viewers in Tasmania and Darwin on 1 December 2009, followed by a launch for Prime Television audiences in Regional Victoria, Northern & Southern NSW, and the ACT on 23 December 2009 at 9am under the branding '7TWO on Prime'.

In January 2011, regional broadcaster Prime Television rebranded its main channel as 'Prime7' to signify its alliance with Seven Network. Consequently, Prime’s broadcast of 7two adopted this metropolitan-style branding.

July 2020 marked the first significant rebranding of 7TWO since its inception. While retaining the iconic orange '7' ribbon, the logo was updated to display TWO in lowercase letters, with the channel now stylized as 7two.

Programming

At its inception, 7TWO aired premiere seasons of popular Seven series such as Lost, Ugly Betty, Heroes, and 24, complemented by classic shows and films from Disney.

Early prime-time segments like 'Action Time' and 'Movie Time' were part of the schedule but were phased out by 2010 as the channel shifted focus towards 'Best of British' content. This included British crime/mystery dramas (Heartbeat, Jonathan Creek), comedies (Are You Being Served?, Keeping Up Appearances), and lifestyle programs (Escape to the Country, Bargain Hunt). The launch of male-oriented sister channel 7mate in September 2010 resulted in many programs moving there from 7TWO, refining 7TWO’s target demographic to viewers aged 55 and older. Shows such as Air Crash Investigations, Scrubs, Lost, and The Sopranos transitioned accordingly.

The weekday daytime lineup evolved over time as management sought to maximize audience engagement. Initially, morning 'Kid's Time' featured children’s programming like Yin Yang Yo! and Digimon Data Squad. Early afternoons were dedicated to soap operas, while late afternoons hosted 'Kitchen Time', which included cooking shows like Essence of Emeril and The Martha Stewart Show. By 2010, mid-mornings featured soaps such as Shortland Street, Coronation Street, along with classic series like Sons and Daughters plus early episodes of game shows like Deal Or No Deal. Afternoon slots consisted largely of reruns including Mistresses, Murphy Brown, alongside films from the Sony Pictures catalog. More recent repeats have concentrated on local reality formats like The X Factor and My Kitchen Rules. Additionally, a weekly Sunday morning omnibus broadcasts new episodes of Home and Away.

By the summer season of 2010/11, 7TWO emerged as Australia’s highest-rated multichannel during primetime with a 6.4% audience share across five major metropolitan areas, surpassing competitor 9Go! largely due to its emphasis on British programming. In 2011, it was recognized as the leading multichannel for the decade.

In 2012, Seven Network introduced weekday morning children’s programming blocks on both 7TWO and 7mate. The female-oriented block on 7TWO was named Total Girl, showcasing Disney titles such as Hannah Montana and Wizards of Waverly Place. Meanwhile, 7mate presented male-targeted content under the brand K-Zone. From 2013 onwards, Australian children’s shows were scheduled on weekdays on 7TWO including game shows like Match It, animated series such as The Deep and The Wild Adventures of Blinky Bill, along with preschool programs like Pipsqueaks.

The film selection on 7TWO covers an extensive array of classics and recent releases sourced from major studios including RKO Radio Pictures, Icon Productions, Entertainment One, StudioCanal, Metro-Goldwyn-Mayer, 20th Century Fox, Walt Disney Pictures, Pixar Animation Studios, DreamWorks Pictures, Paramount Pictures, Universal Pictures, Columbia Pictures, Warner Bros. Pictures, among others.

Comedy


Documentary


Drama


Game shows

Lifestyle


Lottery

  • Monday Lotto
  • Oz Lotto Tuesday
  • Wednesday Lotto
  • Powerball Thursday
  • Saturday Lotto


News

Religious

Sport

Adult animation

Children's


Preschool

Comedy


Documentary

  • 10 Things You Didn't Know About...
  • Beyond Tomorrow
  • Chris Tarrant: Extreme Railways
  • Coastwatch NZ
  • Country Calendar
  • The First 48
  • Forensic Investigators
  • Globe Trekker
  • The Great Australian Doorstep
  • I Shouldn't Be Alive
  • In The Bush with Malcolm Douglas
  • India with Sanjeev Bhaskar
  • Infamous Assassinations
  • Inside Maximum Security
  • Life Inside the Markets
  • Man Made Marvels
  • Michael Palin's New Europe
  • Olympians – Off the Record
  • SCU: Serious Crash Unit
  • Super Factories


Drama

  • Final season of 24
  • A Place to Call Home
  • All Saints
  • Between The Lines
  • The Bill
  • Black Sheep Squadron
  • Blue Heelers
  • Body of Proof
  • Brothers & Sisters
  • Castle
  • Chicago Fire
  • Cold Case
  • Commander in Chief
  • Criminal Minds
  • Dangerfield
  • Dirty Sexy Money
  • Doctor Finlay
  • Down to Earth
  • Eli Stone
  • Empire
  • Five Mile Creek
  • Fortysomething
  • Hart To Hart

| HolbyBlue | How to Get Away with Murder | In Justice | Jonathan Creek | Kingdom | Kings | Kojak | The Lakes | Lewis | Life Begins | Mercy | Minder | Mistresses | Moonlighting | Mr Selfridge | Once Upon a Time | Private Practice | Revenge | Royal Pains | Shark | The Shield | Six Feet Under | The Sopranos | Waking the Dead | Without a Trace


Lifestyle

  • Ainsley's Big Cook Out
  • Antonio Carluccio's Southern Italian Feast
  • Australia's Best Backyards
  • Australia's Best Houses
  • Beautiful Homes & Great Estates
  • Chefs at Sea
  • Ching's Kitchen
  • Coastal Kitchen
  • Coxy's Big Break
  • Dinner in a Box
  • Discover Tasmania
  • Essence of Emeril
  • Australian series: The F Word
  • Fantasy Homes by the Sea
  • Friends For Dinner

Gardeners' World Gary Rhodes' Cookery Year Gary Rhodes' Local Food Heroes Giorgio Locatelli Pure Italian Going Bush The Great Outdoors The Hairy Bikers' Cookbook The Hook and the Cook Hot Property How Not to Decorate Intolerant Cooks James Martin: Yorkshire's Finest Jamie's Outdoor Room Lyndey Milan's Taste of Australia Make My Home Bigger The Martha Stewart Show Mercurio's Menu Restaurant Australia Room for Improvement SA Life Favourites The Travel Bug Travel Oz' What's Up Downunder

Game Shows

  • Deal or No Deal
  • The Master

Light Entertainment

  • Breaking the Magician's Code: Magic's Secrets Revealed
  • Britain's Best Dish
  • Club Reps
  • The Emeril Lagasse Show
  • I Survived a Japanese Game Show
  • Kidspeak
  • SellOut
  • Where Are They Now?

Reality Programming

  • American Gladiators
  • Animal Airport
  • Animal Squad
  • Beauty and the Geek Australia
  • The Border
  • Border Security USA
  • Borderline
  • Cheaters
  • Dancing with the Stars Australia
  • Destroyed in Seconds
  • Disorderly Conduct: Caught on Tape
  • Dog Patrol
  • Dog Squad
  • 'Downsize Me!
  • Drug Bust
  • Fifth Gear
  • Four in a Bed
  • Highway Patrol
  • House Doctor
  • Last Chance Learners
  • Make Me A Supermodel US
  • 'The Mole (season two)
  • Monster Garage
  • Monster House
  • Neighbours at War
  • The Real Seachange
  • Restaurant Revolution
  • Whacked Out Sports

Soap Operas

Sports Coverage

Miscellaneous

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News

From its inception until early 2013, 7two rebroadcast all daytime and prime-time editions of national ‘’Seven News’’, limiting commercial interruptions to two breaks after their original airing on Seven. These bulletins were produced in Sydney and anchored by Chris Bath or Mark Ferguson.

On 5 August 2013, 7two introduced a national news segment titled ‘’Seven News at 7’’, which aired weekdays at 7:00 pm. Hosted by Melissa Doyle, with meteorologist David Brown, this bulletin concluded on 2 May 2014, shortly after a similar 7pm news program on 9Gem, Nine Network’s channel, ended.

Sports

7two’s sports programming features equestrian racing events alongside classic match replays. In 2010, it broadcast archived Australian Football League (AFL) games and Australian Open tennis fixtures during overnight hours.

Since 2011, live coverage of Wimbledon has been provided by 7two, commencing at 8:30 pm AEST before transitioning to Seven’s primary channel around 10:30 pm. Between 2012 and 2018, the channel also aired smaller tennis tournaments from Seven’s Summer of Tennis lineup—such as the Brisbane International, Sydney International, and Kooyong Classic. This allowed the main channel to maintain its regular schedule. Additionally, from 2015 until 2018, 7two offered secondary coverage of the Australian Open during its initial week.

During August and September of 2016, the channel covered both the 2016 Summer Olympics and 2016 Summer Paralympics, held in Rio de Janeiro.

Availability

7two is accessible in both standard definition and high definition across several regions through Seven Network’s owned-and-operated stations including Sydney (ATN), Melbourne (HSV), Brisbane (BTQ HD), Adelaide (SAS HD), Perth (TVW HD), Queensland (STQ HD), Northern NSW & Gold Coast (NEN HD), Southern NSW & ACT (CBN HD), Regional Victoria (AMV HD), Mildura (PTV HD), and Western Australia (SD).

Southern Cross Television retransmits 7two via TNT Tasmania and TND Darwin. WIN Television Griffith commenced broadcasting 7two on 5 June 2012, coinciding with the analogue signal shutdown. Southern Cross Television began transmissions in Regional South Australia and Central Australia in January 2012, followed by GWN7 in Regional Western Australia.

Logo and Branding Evolution

When launched on 1 November 2009, 7TWO featured a logo incorporating the Seven brand rendered in an orange color palette alongside the word ‘’TWO’’. Although Seven’s primary logo was updated in 2016, this original emblem remains as a secondary mark. On 24 January 2016, the channel adjusted its logo by reducing the size of the Seven symbol to complement a new on-air look.

Following a rebrand of sister channel 7mate on 24 July 2020, 7TWO unveiled its first logo refresh since launch. The update included rendering ‘’TWO’’ in lowercase letters with a new typeface, rebranding as ‘’7two’’. This was part of a broader multichannel branding overhaul undertaken by Seven Network.

Taglines

2009–2010: ‘’It's Time’’ 2010–2012: ‘’To Inspire, To Solve, To Laugh’’ 2012–2016: ‘’You Belong’’ 2016–2020: ‘’Can Do’’

See also

External links

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