Nine’s reveals new digital channel GEM

Nine has become the final commercial network to announce its plans for its third digital channel. Its next channel, to sit alongside Go!, will be GEM, short for General Entertainment and Movies.  

The announcement:

Following on from the outstanding success of the GO! multi-channel, the Nine Network today announced plans for a third channel, GEM, which will launch on Sunday, September 26 aimed at the sophisticated, discerning viewer.

GEM will be a mix of new content, classic comedies, cherished drama series, all-time favourite movies, and all of Nine’s sport coverage in high definition.

GEM is designed to complement Nine’s premium channel, and the network’s number one multi-channel, GO!, attracting females 35+ and grocery buyers.

Leading the GEM lineup is the acclaimed new US drama series The Big C, starring Laura Linney as a woman making the most of her life after being diagnosed with cancer. Also starring Oliver Platt and Oscar nominee Gabourey Sidibe, The Big C’s recent premiere achieved record ratings for the US Showtime network.

The cult favourite Weeds will also be seen on GEM in a new season. Other first-run imports include Southland, Miami Medical, Secret Diary of a Call Girl, The New Adventures of Old Christine, and the lifestyle programs Wife Swap, Secret Millionaire USA, The Chopping Block USA and How Clean Is Your House?

Also on GEM will be a new season of Random Acts of Kindness (previously seen on Nine) featuring Shelley Craft, Scott Cam, Dr Andrew Rochford and Simmone Jade Mackinnon, treating everyday Australians to well-deserved rewards.

Rounding out the schedule will be the classic comedy Friends, stripped to air every week night, Aussie gold dramas McLeod’s Daughters, Sea Patrol and The Alice, and the hit US crime shows CSI, CSI Miami, CSI New York, The Closer and Cold Case, along with great movies such as Million Dollar Baby, The Aviator, 21 Grams and Being Julia.

Nine CEO David Gyngell said GEM would build on the network’s tearaway success with the GO! channel, which by a big margin is Australia’s most popular multi-channel across the key demographics and total people.

“GEM is what its title suggests – a general entertainment and movie channel, carefully crafted and targeted like GO! before it, to appeal to a wide audience cross-section and complement Nine’s existing successful brands,” Mr Gyngell said.

GEM will also include news and current affairs programs that will be different but complementary to those on the main channel. “We have a very significant investment in news and current affairs and some of that content will be repackaged to the style of GEM,” Mr Gyngell said.

High definition sport will be seen on GEM until the digital switchover in December 2013.

To receive GEM from September 26, viewers need to tune in to channel 90 on an HD-capable digital TV, PVR or set top box. If you have an analogue television you will need to connect your old TV to an HD-capable digital set top box, PVR, or digital recorder and tune in to channel 90.

Source: Nine Network press release


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.