Sixteen to 49 year old men will have an exclusive channel for their age group. The new digital free-to-air channel 7mate's first broadcast on September 25 will be a live coverage of the AFL grand finals.

The producers Seven Group Holdings boast of programs to keep men focused on the screen. The company's third digital free-to-air channel will show new episodes of Family Guy, American Dad, 30 Rock, How I Met Your Mother, Caprica, and Stargate Atlantis.

Tim Worner, Seven's director of programming and production said 7mate will also carry programs that will capture the interest of female viewers. In line with the September launching are reality series Jersey Shore and Pawn Stars, Fifth Gear, Air Crash Investigation, Shockwave, and first run movies such as The Ringer, Strangers and Primeval.

Seven Media Group chief executive David Leckie said, “The launch of 7mate delivers us a tremendous platform of channels targeting specific audience demographics- leveraging our primary channel's success with women and 7TWO's targeting of a 25+ adult audience.” The new channel is expected to complement the existing main channel and secondary channel 7TWO.

Seven is one of Australia's influential media holdings companies and it owns interests in Australia's largest commercial television network.