Seven launches men's channel

The Seven Network has announced the launch of a new digital TV channel that specifically targets men.

THE Seven Network has announced the launch of a new digital TV channel that it says will specifically target men aged 16 to 49.

7mate will launch on AFL grand final day, September 25, and feature high-definition coverage of the game.

But Seven says the channel promises to be more than just sport.

It will feature new episodes of hit adult cartoon shows Family Guy and American Dad as well as popular sitcoms 30 Rock, How I Met Your Mother, That 70s Show and Scrubs.

New sci-fi series Caprica and adventure series Stargate Atlantis will also feature on the new channel, as well as US reality shows Jersey Shore, Pawn Stars, Punk'd and Gene Simmons Family Jewels.

"We're delighted to be the first commercial network to move to three channels," Seven boss David Leckie said in a statement.

"7mate is going to be great."

Seven's director of programming and production, Tim Worner, said the program was not designed to alienate female viewers.

"We're using the biggest sports event to launch 7mate, but this new channel will be so much more than sport," he said.

"We will be launching several initiatives that will see the female audience watching 7mate as well."

Viewers will have to tune into digital channel 73 to watch 7mate when it launches next month.

Seven also announced on Thursday that chefs Neil Perry, Guy Grossi and Guillaume Brahimi have signed up for Iron Chef Australia, which begins production in Melbourne next month.

The arena-style competition cooking show, already a worldwide hit, will see these chefs pitted against aspiring professional cooks in a battle against the clock.