Long before digital multichannelling got too interesting in Australia I pondered how the commercial networks would approach the tricky task of extending their brands to multiple channels. Channel 4 have done a great job naming their portfolio of channels under the “4” brand, while the UKTV group have adopted individual brands for each of their many channels.
These two approaches are currently playing out in Australia, with the Seven Network now extending its brand name and logo to 7two and 7mate, while Channel Nine has launched Go! and Gem. Personally I think the impending launch of Eleven is the best branding we’ve seen on a commercial multichannel yet, but that said I’m pretty hot for any branding Channel Ten comes up with.
As for this weekend Gem looks pretty and is a nice start, although perhaps something you might see on an inflight channel, 7mate on the other hand is less a brand and more of a punchline, so lets just say neither of them bowled me over.