So, you've decided you want to multichannel.

For those of you who keep an ear to the ground, you may well be aware that this week Channel 10 have announced that in 2009 they will launch a new TV channel entitled ONE. The channel, to be broadcast on their second standard definition digital channel, as well as on their high definition channel, will launch in the second quarter of 2009 and I have to say, I have mixed feelings on this.

First of all, I would like to state my bias up front: I’m not a sports guy. Outside of a few AFL games and occasional events at the Winter Olympics, my TV sports watching over my lifetime has been practically nil. It’s safe to say that I am not the desired demographic for ONE.

That said, if anything is to drive mass take-up of digital television in this country, ONE will certainly be a significant factor. It’s been proven many times that sports drives the take-up of new broadcast technologies. This will be no exception. So, kudos on Channel 10 for taking this initiative.

Additionally, a sports channel will appeal to a much wider audience than Ten’s desired demo’s within the 16-39 year-olds. While the sports station won’t dilute the brand with their establishment of an entirely new brand for the service, it seems somewhat interesting that they would abandon their core demo with the launch of ONE.

One would assume that it is the 16-39 year-olds that are the most susceptible to being drawn away by the vast content available online. The launch of ONE says to me, at least, that Ten have recognised that they are the most vulnerable to the audience erosion and have sought to capture a new share of the market. An audience that is more dedicated to the need for TV to be broadcast live.

As a viewer who dislikes sports on television, the launch of ONE feels like a wasted opportunity. Of any of the networks, it felt as though Channel 10 could make the most out of an SD multi-channel that would serve to further strengthen their brand. While Ten HD has been rather lacklustre since its launch, it has really felt as though Ten have been the only station to truly incorporate their multi-channel offerings into their main distribution mode. Ten had offered higher quality alternative viewing than that provided by 7HD and 9HD, developing with it a stronger brand identity.

With the announcement of ONE, Ten have introduced a significant game-changer into the Australian television marketplace. It will be interesting to see whether Channel 7 now goes ahead with their rumored lifestyle multi-channel, or whether they will simply offer alternative general entertainment. And then there is the question of whether Nine will realise they have a digital television service. 2009 will be the biggest year for Australian telly since the move to colour. Lets just hope they give us something worthwhile to tune in to.