Exclusive First Look: Nine Network’s GEM Luminous on Launch Day


It is really wickedly cold this Sunday morning in London. Yet somehow, I managed to get myself out of bed early (with the help of 2 massive cups of coffee) to get you this exclusive first look at Australia’s newest channel. Following the very successful launch of youth oriented channel GO! (highest rated digital multi-channel), Nine Network debuts it’s brand new channel GEM, which launches today.

GEM Launch Day Sept 26, 2010

GEM, which stands for General Entertainment Movies, brings a mix of new content, classic comedies and drama series, movies and HD sport. The channel is aimed at the 35+ demo. The branding package was given an incredibly tight turnaround of about four weeks, which includes logo, ident, and promo toolkit. The plush violet hues against the sheer and fluid moving lines gives the identity quite a sophisticated look. The brand launch was developed by creative studio zspace (which also designed GO!).

Nine CEO David Gyngell explains, “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.


1 Comment

Filed under branding, channel identity, ident

One response to “Exclusive First Look: Nine Network’s GEM Luminous on Launch Day

  1. Sam

    GEM’s presentation is much, much better than 7mate (which launched a day before). However, GEM’s launch was uneventful and its programming is inferior in comparison.

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