7two

Logo used since 2020
Country	Australia
Broadcast area	Sydney, Melbourne, Brisbane, Adelaide, Perth, Regional QLD, Darwin, Tasmania, Regional VIC, Northern NSW, Southern NSW, ACT, Regional WA
Network	Seven Network
Programming
Language(s)	English
Picture format	576i SDTV 1080i HDTV[lower-alpha 1]
Ownership
Owner	Seven West Media
Sister channels	Channel 7 7HD 7mate 7Bravo 7flix Racing.com
History
Launched	1 November 2009 (1 November 2009)
Former names	7TWO (2009–2020)
Links
Website	7plus.com.au
Availability
Terrestrial
ATN Sydney (DVB-T)	1314 @ 6 (177.5 MHz)[1]
HSV Melbourne (DVB-T)	1330 @ 6 (177.5 MHz)
BTQ Brisbane/Gold Coast (DVB-T)	1346 @ 6 (177.5 MHz)
SAS Adelaide (DVB-T)	1362 @ 6 (177.5 MHz)
TVW Perth/Mandurah (DVB-T)	1378 @ 6 (177.5 MHz)
Freeview Seven owned (virtual)	72/62
Freeview Seven Regional/SCTV (virtual)	62
Freeview WIN Griffith NSW/Eastern SA (virtual)	62
Streaming media
7plus

7two is an Australian free-to-air digital television multichannel, which was launched by the Seven Network on 1 November 2009.^[2]

The channel broadcasts a variety of programs, targeting a 25-and-over audience. 7two offers a broad selection of programs covering a variety of genres including lifestyle, drama, adventure, reality observational-documentaries and comedy.^[3]

History

The channel was officially announced by the Seven Network on its breakfast program, Sunrise, at 7:45 am AEDT 23 October 2009. Earlier, speculation suggested that Seven would launch its secondary channel around November 2009, with possible names including 7PLUS, PLUS7, Channel Mate and 7TWO. Seven's then-programming chief Tim Worner stated after the reveal that some of the potential names were red herrings to keep details of the channel a secret.^[4] PLUS7 and Channel Mate (as 7mate) were later used for Seven's internet TV catch-up service and Seven's second digital multi-channel, respectively.

The channel launched with the airing of a promotional video called "It's Time", featuring Seven Network personalities and clips of shows and movies intended to be broadcast on the channel, followed by normal programming. This video was also launched on the multi-channel's website and received cross-promotion on the primary Seven channel. The Seven Network continues its policy of cross-promoting each channel's content across all four channels (Seven, 7two, 7mate and 7flix) to this day. Seven presenters Tom Williams and Johanna Griggs initially served as the "face" of the channel and were seen presenting 7two's Friday and Sunday night lifestyle line-ups in early 2011.

The channel did not launch on the same day to many regional areas. 7two was launched for Southern Cross Television viewers in Tasmania and Darwin on 1 December 2009,^[5][6][7] and for Prime Television viewers in Regional Victoria, Northern & Southern NSW and the ACT on 23 December 2009 from 9 am. From launch, Prime broadcast the channel as '7TWO on Prime'.^[8][9]

In January 2011, regional broadcaster Prime Television changed the name of its primary channel to 'Prime7', to reflect its strong relationship with its metropolitan partner, Seven. This led to Prime's transmission of 7two being rebranded as simply 7two, like the metropolitan counterpart.

In July 2020, 7TWO underwent a major rebrand, its first since its inception. The logo applies the same orange 7 ribbon logo but with TWO in lower case and the channel now referred to as 7two.

Programming

From launch, premiere seasons of previous Seven shows including Lost, Ugly Betty, Heroes and 24 were broadcast, along with a mix of other new and classic programming along with movies sourced from Disney.^[10]

Prime-time programs used to screen under themed nightly blocks such as 'Action Time' and 'Movie Time', however these disappeared as the focus of the channel changed in 2010. The revised channel included 'Best of British' content such as thrice-weekly British murder/mystery (Heartbeat and Jonathan Creek), British comedy (Are You Being Served? and Keeping Up Appearances), and British lifestyle (Escape to the Country and Bargain Hunt). The launch of male-skewing sister channel 7mate in September 2010 led to a number of programs moving across from Seven's already existing channels, including 7TWO, to the new channel. 7TWO's target audience was also refined to people 55-plus. Programs that made the move from 7TWO included Air Crash Investigations, Scrubs, NWA: On Fire, Whacked Out Sports, Lost, Last Comic Standing, That '70s Show, AFL Game Day, Gary Unmarried, Club Reps, Fifth Gear, Monster Garage, and The Sopranos.

The weekday daytime schedule has seen numerous changes since launch as channel executives tried to find the right mix with viewers. At launch, 'Kid's Time' broadcast a block of children's programs each morning such as Yin Yang Yo!, and Digimon Data Squad, soap operas aired in the early afternoon and 'Kitchen Time' featured in the late afternoons with Essence of Emeril and The Martha Stewart Show among the programs broadcast. In 2010, soap operas including Shortland Street, Coronation Street and, briefly, Emmerdale and Hollyoaks joined classic Australian soap Sons and Daughters and early years of Home and Away into its mid-morning schedule along with early episodes of quiz show Deal Or No Deal. In early afternoon, a mix of repeated fare such as Mistresses, Murphy Brown, Doctor Finlay, and movies from the Sony Pictures library are shown. Occasionally, shows which first aired the previous night on the main Seven channel are encored on 7TWO during the day. While initially, dramas such as Grey's Anatomy were encored, more recently this has remained true only for Seven's local reality shows such as The X Factor and My Kitchen Rules. An early morning weekly omnibus of the previous week's new episodes of Home and Away airs on Sundays.

In 2012, the Seven Network introduced new weekday morning blocks of children's programming to air both on 7TWO and 7mate. Branded as Total Girl, the 7TWO block featured female-skewing Disney series such as Hannah Montana, Wizards of Waverly Place, Sonny with a Chance and Good Luck Charlie, while the 7mate block aired male-skewing programs branded as K-Zone.^[11] Saturday Disney aired on 7TWO from 2012 to 2016, for two hours of its weekly episode.^[12] From 2013 onwards, local Australian children's programs from the Seven Network were moved to air weekdays on 7TWO. These titles included game shows such as Match It,^[13] animated series such as The Deep, The Wild Adventures of Blinky Bill and Beat Bugs,^[14][15][16] and programs for preschoolers including Pipsqueaks.^[17]

In 2009, 2010 and 2011, 7TWO broadcast a wide range of both classic and new films that were sourced from RKO Radio Pictures, Icon Productions, Entertainment One, StudioCanal, Metro-Goldwyn-Mayer, United Artists, Orion Pictures, 20th Century Fox, Walt Disney Pictures, Pixar Animation Studios, Touchstone Pictures, Hollywood Pictures, Miramax Films, Dimension Films, DreamWorks Pictures, DreamWorks Animation, Paramount Pictures, Universal Pictures, Columbia Pictures, TriStar Pictures, and most recently starting from 2017, Warner Bros. Pictures and New Line Cinema.

By the end of Summer 2010/11, 7TWO had proven itself to become the most watched multi-channel in the country dominating primetime slots with a total 6.4% audience share via the network across the 5 major cities and winning 9 weeks over 9Go!'s two weeks (one joint with 7TWO) which is largely attributed to the channel's increased broadcast of British-originated content across the week. In 2011, following 9Go!'s ratings share success (for digital channels) in 2010, 7TWO has stolen their crown as the number one multi-channel and the number one most-watched multichannel of the decade and century in Australia.

Former programming

Availability

7two is available in standard definition digital in metropolitan areas and regional Queensland in High definition digital through Seven Network owned-and-operated stations including ATN Sydney, HSV Melbourne, BTQ Brisbane, SAS Adelaide, TVW Perth and STQ Queensland. As well as this, Southern Cross Television rebroadcast the service through TNT Tasmania^[6] and TND Darwin.^[7] Seven Regional (Regional NSW/ACT and VIC) also broadcasts 7two, which launched in these markets on 23 December 2009.^[9] WIN Television Griffith launched 7two on 5 June 2012, the day of the analogue switch off. Southern Cross Television (Regional SA, Central Australia) began broadcasting in January 2012 and GWN7 in Regional WA soon followed.

Logo and identity history

7TWO began transmission on 1 November 2009. Following the launch, the logo uses the generic Seven logo in an orange colour scheme, with the word "TWO" being added next to it. Despite the main logo being slightly changed in 2016, this logo is still in use as a secondary logo. On 24 January 2016, to coincide with new on-air presentation, 7TWO modified their 2009 logo slightly by downsizing the Seven logo.

On 24 July 2020, just days after 7mate's rebrand, 7TWO unveiled their new logo for the first time since its launch in 2009. The word "TWO" is now in a different font with the letters becoming lowercase to be now known as 7two. It was part of the Seven Network’s major rebrand of their multichannels.

• 
  1 November 2009 – 23 July 2020
• 
  24 July 2020 – present

Slogans

• 2009–2010: It's Time
• 2010–2012: To Inspire, To Solve, To Laugh
• 2012–2016: You Belong
• 2016–2020: Can Do
• 2020–present: Better Together

See also

• List of digital television channels in Australia

Notes

References

External links

• Official website
• 7two on Facebook