7two
7two is an Australian digital free-to-air television channel operated by the Seven Network as one of its multichannel offerings.[1] Launched on 1 November 2009, it serves as a companion channel to the main Seven broadcast, focusing on entertainment content including lifestyle shows, dramas, reality observational documentaries, comedies, adventure series, and children's programming.[2][1] The channel targets audiences primarily aged 25 and above, drawing heavily on international acquisitions from the United States and United Kingdom to provide a mix of repeats, catch-up episodes, and original Australian content.[3][1] Since its inception, 7two has positioned itself as a versatile entertainment hub within the Seven Network's portfolio, which also includes channels like 7mate and 7flix.[4] It emphasizes accessible, family-friendly viewing with a strong emphasis on British and international dramas, such as Doc Martin and Father Brown, alongside lifestyle programs like Escape to the Country.[1] The channel's programming schedule features a 24-hour format, including early morning children's content and evening slots for reality and comedy, helping to extend the network's reach in a competitive digital landscape.[3][5] As of 2024, 7two maintains a significant weekly audience in key markets like Perth, with popular shows such as Border Security and The Vicar of Dibley contributing to its ongoing popularity.[1] 7two's development reflects the broader expansion of Australian free-to-air television into digital multichannels following regulatory changes in the late 2000s, allowing networks to offer diverse content without additional spectrum costs.[4] Over the years, it has evolved to include streaming integration via the 7plus platform, enabling on-demand access to its library of shows and enhancing viewer engagement.[5] This adaptability has solidified 7two's role in delivering targeted entertainment, particularly for mature demographics seeking relaxed, narrative-driven viewing options.[1]History
Launch and Initial Rollout
The Seven Network announced its first digital multichannel, 7two, on 23 October 2009 during the 7:45 am segment of its breakfast program Sunrise.[6] The channel officially launched on 1 November 2009 at noon across the metropolitan markets of Sydney, Melbourne, Brisbane, Adelaide, and Perth on channel 72, supported by the "It's Time" promotional campaign that emphasized timely entertainment for everyday viewers.[7] This rollout marked Seven's entry into the growing digital terrestrial television landscape in Australia, following similar launches by rival networks. Positioned as a broad entertainment service, 7two initially targeted adults aged 25 and over, focusing on lifestyle programming, drama, reality formats, comedy, and movies to appeal to a mature audience seeking relaxed viewing options.[6][8] Seven's director of programming and production, Tim Worner, described it as a channel for "heartland Australia," featuring premiere episodes of international series such as Lost, Ugly Betty, and Heroes alongside repeats like The Sopranos and British dramas.[6] The initial metropolitan launch was quickly followed by regional expansions to broaden accessibility. On 1 December 2009, 7two became available in Tasmania and Darwin through Southern Cross Austereo's network.[9] It extended to Prime Media Group's coverage areas in regional Victoria, southern New South Wales, and regional Queensland on 23 December 2009, completing the nationwide free-to-air digital rollout for the channel.[10] Early performance indicated strong reception, with 7two securing a 6.4% audience share by the end of 2011 and emerging as Australia's most-watched multichannel, particularly in primetime slots.[11] This success underscored the channel's appeal in the competitive digital environment, outpacing rivals like 7mate and GO!.Rebranding and Format Changes
In July 2020, 7two underwent a rebranding as part of the Seven Network's broader update to its multichannel identities, adopting a new logo that featured the channel name in lowercase to reflect a modernized visual style consistent across the network's portfolio.[4][12] This rebrand coincided with a strategic refinement of 7two's content focus, targeting women aged 25 and older with relaxed lifestyle programming and repeat content.[13][14] Earlier format adjustments included the introduction of dedicated children's programming blocks, such as the Total Girl block launched in 2012, which aired female-oriented Disney series like Hannah Montana and Wizards of Waverly Place until 2016.[15] From 2013, 7two incorporated more local Australian children's shows into its weekday lineup to diversify its family-oriented offerings.[16] To streamline its non-news genres, 7two discontinued its weekday 7:00 pm news bulletin, Seven News at 7, in May 2014 after less than a year on air, allowing greater space for entertainment and lifestyle content.[17]Technical Upgrades and Recent Developments
In 2025, the Seven Network initiated a nationwide upgrade of its broadcast technology, transitioning its channels, including 7two, to high-definition (HD) format using MPEG-4 compression. This upgrade aimed to enhance picture quality and efficiency, replacing the older MPEG-2 standard for standard-definition (SD) broadcasts. The rollout occurred progressively across Australian markets to minimize disruptions, with 7two specifically moving from SD to HD on channel 72 in each region.[18] The schedule for the HD upgrades began in early 2025 and extended through the year, as follows:| Region | Upgrade Date | Key Changes for 7two |
|---|---|---|
| Adelaide | February 5, 2025 | Transition to HD in MPEG-4 format |
| Perth | April 30, 2025 | Transition to HD in MPEG-4 format |
| Regional NSW/Victoria | Early 2025 | Transition to HD in MPEG-4 format |
| Brisbane/Gold Coast | July 9, 2025 | Transition to HD in MPEG-4 format |
| Regional Queensland | Mid-2025 | Transition to HD in MPEG-4 format |
| Sydney | October 7, 2025 | Transition to HD in MPEG-4 format |
Programming
Overview and Target Audience
7two is an Australian free-to-air digital television multichannel operated by the Seven Network, offering a diverse lineup centered on lifestyle, drama, reality, comedy, and documentaries, supplemented by occasional light entertainment and lottery programming.[1] This programming philosophy positions 7two as a complementary channel to the main Seven broadcast, emphasizing accessible, low-drama content through repeats of popular series, imports from the UK and Australia, and familiar formats designed for relaxed viewing.[3] Originally launched in 2009 targeting viewers aged 25 and over, 7two's demographic focus has shifted toward prioritizing audiences aged 55 and above, delivering comforting and relatable programming that resonates with older viewers seeking observational and lifestyle-oriented stories.[14] This aligns with 2021 engagement data showing strong viewership among women over 55 (22%) and men over 55 (16%), underscoring its role in serving mature demographics within free-to-air television.[14] Within the Seven Network's multichannel portfolio, 7two provides balanced, general-audience appeal that complements the male-skewed action and sports focus of 7mate and the youth-oriented movies and entertainment of 7flix, ensuring comprehensive coverage across varied viewer preferences.[29][30][31]Current Programming
As of 2025, 7two's programming emphasizes a mix of lifestyle, reality, drama, and documentary content tailored for daytime and evening viewing, with a focus on UK imports and Australian-produced repeats.[5] The channel airs lottery draws such as Monday Lotto and Powerball several times weekly, typically in prime time slots around 8:30 PM AEST.[32] Lifestyle and RealityThe lifestyle and reality lineup features staples like Better Homes and Gardens, which offers home improvement and gardening advice, airing in afternoon and early evening slots. Escape to the Country showcases rural UK properties, a regular morning and evening program.[33] Australian reality series Auction Squad follows property renovations, while Renters highlights property managers dealing with tenancy issues, with new episodes in the 2025 season.[34] The Yorkshire Vet, a UK import documenting veterinary work in rural England, returned with fresh episodes in 2025, emphasizing heartwarming animal stories.[35] Other reality entries include Bargain Hunt, an antiques auction show, and RSPCA Animal Rescue, focusing on animal welfare cases. Drama and Mystery
Evening drama slots are dominated by mystery series such as Vera, the long-running British crime drama starring Brenda Blethyn as detective Vera Stanhope. The Marlow Murder Club, a cozy UK mystery about amateur sleuths solving local crimes, premiered its second season on 7two in late 2025.[36] These programs highlight the channel's strategy of importing British detective stories for mature audiences. Documentaries
Documentary programming includes Air Crash Investigations, which examines aviation disasters in detail, airing in late morning and afternoon blocks. Australian-focused titles like Australia's Best Drives explore scenic road trips with tips for travelers, and Australia's Big Backyards tours expansive gardens and outdoor spaces.[37][38] A typical daily schedule on 7two in 2025 begins with morning lifestyle shows around 6:00 AM, transitions to afternoon repeats of reality and documentaries by 12:00 PM, and features evening drama premieres starting at 7:30 PM, interspersed with lottery draws.[39] This structure underscores 7two's emphasis on reliable, repeat-viewable content with 2025 additions like new seasons of Renters and The Yorkshire Vet boosting viewer engagement through fresh UK and local imports.[40]