Australia – The Seven Network released details of its new digital channel. It is the first ‘third channel’ to be launched by a commercial television network in Australia. 7mate will launch on 25 September 2010 with high definition coverage of the Australian Football League Grand Final and will primarily target men. 7mate will be more than sport, though. It is the first broadcast television channel to cater for men 16-49 and is designed to complement Seven and 7TWO programming. Tim Worner, Seven’s 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.” “The channel is not designed to alienate female viewers. On the contrary we will be launching several initiatives that will see the female audience watching 7mate as well,” Worner added.