7two
An Australian free-to-air digital television multichannel operated by the Seven Network.
Last updated August 25, 2026
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Overview
7two is an Australian free-to-air digital television multichannel launched by the Seven Network on 1 November 2009. It was created as part of the expansion of Australian digital terrestrial television and gave Seven a dedicated outlet for programming beyond its principal network schedule. The channel initially targeted viewers aged 25 and over and offered a broad mixture of drama, comedy, lifestyle, adventure, reality, observational documentary, classic television, films, children's programming, news repeats and selected sports coverage. Seven formally announced the service on its breakfast program Sunrise on 23 October 2009, shortly before launch. Several possible names had circulated during the period of speculation, including 7PLUS, PLUS7, Channel Mate and 7TWO. Some of those names were later used for other Seven services, while Channel Mate became associated with the channel later known as 7mate. The launch began with the promotional film “It's Time”, which combined Seven personalities with previews of programs and films planned for the new channel. Seven also promoted the service across its primary channel and developed a continuing cross-promotion model linking Seven, 7two, 7mate and later 7flix. The channel's early schedule drew on premiere seasons and repeat programming from the broader Seven catalogue, including series such as Lost, Ugly Betty, Heroes and 24, as well as films and acquired programming. Its first programming identity included themed blocks such as Action Time and Movie Time. During 2010, the schedule shifted toward British-originated drama, mystery, comedy and lifestyle programming, including shows such as Heartbeat, Jonathan Creek, Are You Being Served?, Keeping Up Appearances, Escape to the Country and Bargain Hunt. The launch of the male-oriented sister channel 7mate in September 2010 resulted in a redistribution of programs and contributed to 7two's later emphasis on older viewers; the target audience was subsequently refined toward people aged 55 and above. 7two's daytime schedule has changed repeatedly. Earlier offerings included children's blocks, imported soap operas, classic Australian serials, cooking and lifestyle programs, and repeats of Seven's general-entertainment output. Over time, the channel also carried classic and contemporary films acquired from a range of international distributors and studios. Children's content remained part of the service at different points, including the Total Girl branded block, Saturday Disney, Australian-produced programs, animated series and preschool shows. The channel also functions as a supplementary outlet for Seven's news and sports rights. It previously repeated national Seven News updates and briefly carried a dedicated weekday bulletin, Seven News at 7, in 2013 and 2014. Sports use has included Wimbledon, selected Australian tennis tournaments, secondary Australian Open coverage, horse racing, archived AFL and tennis, and coverage connected with the 2016 Olympic and Paralympic Games. Regional availability expanded progressively after the metropolitan launch through Seven affiliates and regional broadcasters, including Southern Cross Television, Prime Television, WIN Television Griffith and other regional services. 7two underwent its first major visual rebrand on 24 July 2020. The identity retained the orange Seven ribbon but changed the wordmark from uppercase “TWO” to lowercase “two”, aligning the channel with Seven's broader multichannel branding. The service remains an Australian television channel whose role is to provide complementary entertainment, lifestyle, documentary, drama, film, news and sporting content within the Seven Network portfolio.
History
7two was developed by the Seven Network during the expansion of Australia's digital television multichannel sector. The service was publicly announced on Sunrise on 23 October 2009 after speculation about Seven's plans for a second digital channel. Several proposed names circulated before the reveal, but the final identity was 7TWO. Seven launched the channel on 1 November 2009 with an introductory promotional video called “It's Time”, followed by a schedule designed to extend the network's programming offer rather than duplicate its main channel exactly. At launch, 7two carried a mixture of new and classic programs, including repeat or premiere seasons of Seven-associated series, imported entertainment, films and lifestyle content. Its early schedule used themed blocks such as Action Time and Movie Time. The channel also experimented with children's programming, soap operas, cooking shows, documentaries and daytime repeats. During 2010, its programming strategy shifted toward British-originated content, particularly murder mysteries, classic comedies and lifestyle series. The introduction of 7mate in September 2010 moved a number of male-skewing or action-oriented programs away from 7two and helped establish a more mature audience profile for the channel. The regional rollout occurred in stages. Southern Cross Television carried the service in Tasmania and Darwin from 1 December 2009, while Prime Television introduced it in regional Victoria, northern and southern New South Wales and the Australian Capital Territory on 23 December. Prime initially marketed the service as 7TWO on Prime. After Prime's principal channel became Prime7 in January 2011, the secondary service adopted the simpler 7two identity. Further expansion reached additional regional markets, including areas served by WIN Television Griffith and Seven-affiliated operations in remote and regional Australia. 7two became an important outlet for supplementary programming. It repeated selected Seven content, provided additional films and acquired series, and carried a range of sports that could not always fit the main channel's schedule. Tennis coverage became especially significant: 7two carried Wimbledon from 2011 and later provided coverage of tournaments such as the Brisbane International, Sydney International and Kooyong Classic. It also offered secondary Australian Open coverage during the first week from 2015 to 2018, as well as selected Olympic, Paralympic, horse-racing and archival sports programming. The channel's news role included repeated Seven News updates and, for a short period, the dedicated bulletin Seven News at 7. Children's programming continued in changing forms. In 2012, Seven introduced the Total Girl block on 7two, featuring Disney programs aimed at girls, while 7mate carried a complementary male-oriented K-Zone block. Saturday Disney aired on 7two between 2012 and 2016. From 2013, a number of Australian children's productions from the Seven Network also appeared on the channel, including game shows, animated series and preschool content. The channel's brand identity evolved in stages. Its original logo combined the orange Seven ribbon with the uppercase word TWO. A minor logo adjustment and new on-air presentation appeared in January 2016. On 24 July 2020, 7TWO received a broader refresh, changing the wordmark to lowercase “7two” and aligning the service with the wider visual restructuring of Seven's multichannel portfolio. The channel continues to operate as a free-to-air Australian service focused on complementary entertainment, factual, lifestyle, drama, film, news and sport.
- 2020
Major visual rebrand
[1]The service changes its public-facing wordmark from 7TWO to 7two.
- 2013
Seven News at 7 begins
[1]The channel launches a weekday national news bulletin at 7:00 p.m.
- 2012
Total Girl programming block introduced
[1]Seven adds a female-skewing children's block to 7two, featuring Disney series.
- 2011
Prime7 branding alignment
[1]Following the rebranding of Prime Television's primary service as Prime7, the regional secondary channel is presented simply as 7two.
- 2011
Wimbledon coverage begins
[1]7two becomes an outlet for live Wimbledon coverage before selected coverage transfers to the main Seven channel.
- 2010
Programming repositioning
[1]The channel moves toward British-originated programming and an older audience after the launch of 7mate.
- 2009
Seven announces 7TWO
[1]The Seven Network publicly reveals its second digital multichannel on Sunrise before launch.
- 2009
7TWO launches
[1]The channel begins free-to-air digital broadcasting in Australia on 1 November.
- 2009
Initial regional rollout
[1]Southern Cross Television and Prime Television begin carrying the service in selected regional markets during December.
Products and positioning
A complementary Seven Network digital channel serving mature Australian audiences with a broad mix of British, Australian and international entertainment, lifestyle, factual, film and selected sports programming.
Digital television channel · 2009
7two free-to-air television service
The core 7two offering is a free-to-air Australian digital television channel. It carries a rotating schedule of drama, comedy, documentaries, lifestyle shows, reality and observational programs, films, children's content, news-related programming and selected sports. The schedule is designed to complement the main Seven channel and other Seven multichannels, with a particular emphasis on mature audiences and British-originated programming.
Sports television programming · 2011
7two sports coverage
7two has served as a secondary outlet for sports rights held or presented by Seven. Its documented coverage has included Wimbledon, Australian tennis tournaments, secondary Australian Open matches, horse racing, archived AFL and tennis, and selected Olympic and Paralympic programming. The channel's role allows Seven to present additional or overlapping event coverage without displacing the primary network's general schedule.
Children's television programming · 2009
7two children's programming
Children's content has appeared on 7two in several forms, including the Total Girl block, Saturday Disney and Australian-produced series. The channel has carried Disney programs, animated series, game shows and preschool titles, although the specific schedule has changed over time.
Marketing campaigns
- 2009It's Time
Australia
The launch campaign used a promotional video titled “It's Time”, featuring Seven personalities and previews of programs and films planned for the new channel. The video was shown at launch and promoted through Seven's main channel and online presence.
Outcome. The campaign introduced 7TWO to viewers and established the channel's initial entertainment-focused identity.
Brand decisions
2020
7two visual identity refreshStrategyBackground
Seven undertook a broader rebranding of its multichannel portfolio.
Action taken
7TWO retained the orange Seven ribbon but changed the wordmark to lowercase “7two”.
Aftermath
The channel adopted a more unified contemporary identity with Seven's other multichannel services.
2013
Launch of Seven News at 7Product launchBackground
Seven used its digital multichannel portfolio to add a national early-evening news offering.
Action taken
7two began airing Seven News at 7 on weekdays at 7:00 p.m., presented by Melissa Doyle with weather from David Brown.
Aftermath
The bulletin ended on 2 May 2014.
2010
Repositioning toward British and mature-audience programmingStrategyBackground
The launch of the male-skewing 7mate channel changed the distribution of programming across Seven's digital portfolio.
Action taken
7two reduced or transferred several action-oriented and male-skewing programs and placed greater emphasis on British drama, mystery, comedy and lifestyle content for older viewers.
Aftermath
The channel developed a clearer mature-audience profile and achieved strong multichannel viewing performance during the following period.
Recent events
- 2020
7TWO adopts lowercase 7two branding[1]
Campaign
The channel introduced its first major identity refresh since launch, retaining the orange Seven ribbon while changing the wordmark to lowercase “7two” as part of Seven's multichannel rebranding.
- 2013
Seven News at 7 launches on 7two[1]
Product launch
A weekday national bulletin hosted by Melissa Doyle, with weather presented by David Brown, began airing at 7:00 p.m. The bulletin ended in May 2014.
- 2011
7TWO becomes a leading Australian multichannel[1]
Other
The channel recorded strong multichannel viewing performance during the 2010–11 summer period and was described as Australia's leading digital multichannel in the cited account.
- 2010
7TWO shifts toward British and older-skewing programming[1]
Other
Following schedule changes and the launch of 7mate, the channel increasingly emphasized British drama, comedy, mystery and lifestyle programs and refined its audience focus toward viewers aged 55 and above.
- 2009
Seven Network announces its new digital multichannel[1]
Other
Seven publicly revealed the 7TWO service on Sunrise ahead of its planned November launch, ending speculation about the identity and format of the network's second digital channel.
- 2009
7TWO launches in Australia[1]
Product launch
The channel began broadcasting on 1 November with the promotional film “It's Time”, followed by its regular schedule of entertainment, drama, lifestyle, factual and film programming.
- 2009
Regional rollout expands through Seven affiliates[1]
Other
7two reached additional Australian viewers through Southern Cross Television in Tasmania and Darwin and through Prime Television services in regional New South Wales, the Australian Capital Territory and Victoria.
Sources2 sources
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