Seven anounces that It’s Time

Last week it became apparent that Seven were to launch a male-skewing digital multi-channel called Mate. This week, pundits remain unsure.

Mid this afternoon, Channel 7 released this image:

What does it mean? Well, the likelihood of the digital multi-channel being ‘Mate’ is now increasingly small. Especially with then now screening this same image on Channel 72.

The logical assumption is that we’re looking at a channel to be called Time. Based on the name and the design style, it signifies that Seven may be set to launch the much-rumored lifestyle-focused channel. This would certainly extend the Channel 7 brand/ethos in a very organic manner. The colour scheme is certainly very reminiscent of the visual look of the Sunrise and Morning Show branding.

As of January 2010, Australian commercial providers are entitled to launch a second digital multi-channel. It is entirely possible that we may see Seven launch two new branded multi-channels. It’s unlikely, but there is the off chance.

So, what now? We wait until there’s official confirmation from Channel Seven, or at least some meaty inside word leaked by those in the know. Until then, we speculate like mad.