January 26, Happy Australia Day! What better time to formally unveil Australia’s newest free to air television channel: Eleven. The joint venture between CBS Studios International and Channel Ten is aimed at the “distinctly youthful”, that is to say viewers in the 13-29 category.
Not sure if that puts me in the “distinctly mature” category, but I digress. The new channel continues Ten’s strategy of building independently-focused identities, following the launch last year of One HD, while maintaining the Ten brand on its main channel.
The channel launch, which sports the friendly numerical slogan “he11o”, offers a fresh take on the youth genre. The purple logo is fun and approachable with a full suite of idents and a few particularly noteworthy promos part of the initial launch package.
As you might recall, the summer 2010 announcement of Eleven came just a week after rival Seven unveiled details of new high definition channel, 7mate. Leading the Eleven’s primetime lineup will be two programs that have been early evening staples for Ten for two decades, The Simpsons and Neighbours, with fan favourites including Dexter, The Office, and Nurse Jackie (personal fav) joining the feed.
Welcome to the world Eleven.