Upfronts: Seven rejuvenates primetime, targets demos in 2020

Josh McDonnell
By Josh McDonnell | 23 October 2019

Seven is banking on a rejuvenated primetime offering, a demographic led targeting strategy and the capabilities of the pending Prime Media deal to turn around its content offering in 2020. 

The network revealed a slate of new and refreshed primetime time programming at its annual upfront event today, as it continues to struggle in the ratings race. 

New Seven CEO James Warburton emphasised that the business would continue to drive a "content-led growth strategy", adding that the business would invest 30% more into tentpole programming and franchises.

Seven says these content offerings will be delivered in one place: across the "largest wholly owned" premium video and news network in Australia, reaching 90% of Australia each month across metro and regional Australia following the proposed merger of Seven and Prime.

Leading the new primetime charge is Plate of Origin, a new show starring former MasterChef hosts Matt Preston and Gary Mehigan, who team up with celebrity chef and My Kitchen Rules (MKR) judge Manu Fidel.

The national and international cooking competition will be launched on an undisclosed date, however, Seven indicated that it will debut with the "power of The Olympics".

Titles new to Seven in 2020 include Mega Mini Gol, SAS: Who Dares Wins, the return of franchises Big Brother and Farmer

Wants A Wife, Australia’s Got Talent: The Champions and male and female celebrities coming together for special event series The All New Monty: Guys and Gals.

The previously announced Pootch Perfect, featuring Australia's Rebel Wilson will also join the programming line-up, while the likes of Seven's MKR and House Rules franchises will also return "reimagined" in 2020.

"The execution of our content led growth strategy means Seven is delivering 52 weeks of premium content backed by a 30% increase in investment into our tentpole programs and franchises," Warburton says.

“Combined with our unmatched sport and news offerings, we will deliver exponential impact for Seven’s partners in 2020.”

The network will also focus on demographics in the new year, stating its 2020 content offering represents an "exciting suite of opportunities" for commercial partners to reach their key audiences, including people 25-54, in 2020.

Multi-channel changes

As part of its content changes in 2020, the network has also made key changes to its existing multichannel strategy, which sees 7mate go HD and 7flix rebrand to deliver better viewer experiences.

In 2020, Seven will relaunch 7flix with a new brand to target younger female audiences, similar to the current strategy it employs with 7mate, which is focused on the male demographic.

Seven believes enhanced and refocused multichannels will strengthen its complete network offering and audience reach power.

“In 2020 we’re taking our multichannels to the next level, delivering a better viewer experience. 7mate, Australia’s number 1 multichannel goes HD. We’re also relaunching 7flix with a new brand to target younger female audiences,” Seven director of content strategy Brook Hall says.

Full content line up in 2020

Below is the full list of all the new and returning programming for Seven in 2020:

Seven in 2020

  • Plate of Origin
  • Big Brother
  • Mega Mini Golf
  • SAS: Who Dares Wins
  • Farmer Wants A Wife
  • Pooch Perfect
  • Australia Got Talent: The Champions
  • The All New Monty: Guys and Gals
  • Mates on a Mission - Shane Jacobson, Todd McKenney, Kris Smith and Brian “BT” Taylor travel the world to take on insane challenges in this inspirational travel comedy series
  • RFDS - A drama based on the Royal Flying Doctor Service
  • Between Two Worlds a new thiller series about a family led by thier harsh, vicious and dominating business tycon father
  • Falconio: An Outback Murder - a true crime series based on the disappearance of Peter Falconio
  • Wife Swap
  • Gold Digger
  • Reckoning
  • One Lane Bridge
  • Filthy Rich
  • 911 Lone Star
  • Miss Scarlet and The Duke
  • Billy Connolly's Great American Trail
  • Regular Old Bogan (7mate)
  • Desert Collectors (7mate)

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