7flix targets a variety of viewers and offers drama, comedy, reality, docusoap, and movies.[2]
History
On 18 December 2015, a test pattern began broadcasting on channel 76, reading "New Channel Coming Soon".[3] Seven acknowledged the broadcast, and director of programming, Angus Ross, formally announced on 1 February 2016 that Seven was launching a new channel, and more details would be released soon.[4] During the ad-break of miniseries Molly on 7 February 2016, Seven announced that channel 76 would be named 7flix, and would be launched on 28 February 2016.[1][5][6][7] The "New Channel" test pattern then was replaced with a continuous promo loop for 7flix.
7flix began broadcasting at 6am on 28 February 2016 in MPEG-4.[8] The channel airs movies in its prime time slots with television series and other entertainment at other times.[9] 7flix was added to Seven's live-streaming service, PLUS7 Live, upon its launch.
On 13 April 2016, it was announced the channel would amend its schedule, shifting its focus from movies to more American dramas. This change began in the weeks prior, when Grey's Anatomy premiered at 8:30pm, which was initially designated as a "movie-exclusive" time slot. The change also saw the addition of repeats of Criminal Minds to Thursday nights.[10]
On 3 June 2016, 7flix became available on more TVs as the channel switched to MPEG-2.[11]
On 3 August 2017, 18 months after launching in metropolitan areas, Prime7 announced that it would carry 7flix to regional stations in northern and southern New South Wales, regional Victoria and Mildura.[12][13] The channel launched at 6:00 am on 3 September on digital channel 66, in an MPEG-4 format.[14]
In December 2019, the Seven Network announced that 7flix would rebrand in 2020 to target a young female audience. In July 2020, the Seven Network unveiled its new rebranding of 7flix, with a new purple ribbon-like design and text and on air graphics to coincide with the revamp of its multichannel stations.
7flix became available to Foxtel cable subscribers with iQ3, iQ2 and iQ1.5 set top boxes on Channel 187 from 24 March 2016.[40]
Logo and identity history
At launch in February 2016, the logo used the generic logo of the Seven Network, with the red colour being replaced by pink, and the word "flix", written in italic lowercase letters, added next to it, but using its gradients.
On 24 July 2020, Seven Network unveiled its new 7flix logo, dropping the gradient pink logo and italic text in place of a solid purple logo and non-italic text as part of a major overhaul of its multichannel stations.
