The Seven Network has signed up Harvey Norman and Universal Music as its first advertising partners for its new channel 7HD.
And from today Seven will launch eight hours a day of unique content for the channel. Rival HD launch Ten HD is set to have a similar amount of exclusive content when its launches on December 16 with 50 hours a week of original programming.
The exclusive arrangement with Harvey Norman will attempt to drive up awareness and take-up of high definition television and 7HD. Universal Music was also announced as an advertiser, with more to be confirmed in the coming weeks.
It has also announced two new programming projects to be aired on the channel, one which will feature presenter Andrew O’Keefe, while the other is a primetime programme from the executive producer of Sunrise, Adam Boland.
Other programming will include new American series Daybreak, new documentary programmes, mini-series and the launch of premiere Disney family movies at 6.30pm Saturday.
Seven’s chief executive David Leckie said: “7HD is about having a go, giving Australians more programmes and allowing our people to get cracking on creating new Australian content.”
It launched its HD channel on 15 October, making it the first commercial multi-channel in Australia.
Ten HD has also released details of its exclusive content, which will not be broadcast at primetime to avoid stealing share from the main channel. However, on Thursday a breakaway schedule will be shown on Ten HD, which will target a different demographic to that of the main channel’s primetime programming.
Content will include brand extensions from its events shows Big Brother, Australian Idol and The Biggest Loser. Sports programming will begin in February and include National Football League from the US, NASCAR racing and golf tournaments.
Ten has been out in the past few weeks briefing agencies on the imminent launch. Chief marketing officer Shaun James said the network had set “modest advertising revenue targets” at a briefing last week and refused to name advertisers.
The Nine Network is also set to launch a HD channel in March.
