Prime7
Prime7, formerly Prime Television and other names, was an Australian television network. Prime Television launched on 17 March 1962 as CBN-8 in Orange, and later expanded to cover regional New South Wales, Victoria and the Australian Capital Territory. It was initially an independent affiliate owned by Prime Media Group before the network, and its sister GWN7, were acquired by Seven West Media on 31 December 2021.
Prime7 along with GWN7's national broadcast facilities were based in Canberra, with playout facilities shared with hybrid-funded broadcaster SBS Television at a facility operated by Australian telecommunications provider Telstra. Seven West Media head office/administration is located in Pyrmont, Sydney.
History
Origins
Prime Television originally began as a group of separate stations and networks – Midstate Television in Orange, Dubbo and Griffith; RVN/AMV in Wagga Wagga and Albury; and 9-8 Television in Tamworth and Taree.CBN-8 Orange first aired on 17 March 1962, followed by CWN-6 Dubbo on 1 December 1965, and MTN-9 Griffith began on 15 December 1965. CBN and CWN were both licensed to Country Television Services. CWN was a full-time relay of CBN—the first Australian television station to relay another. The two stations thus formed the country's first regional television network.
RVN-2 Wagga Wagga began broadcasting on 19 June 1964, while AMV-4 Albury launched on 7 September 1964. The two stations merged in 1971 as the Riverina and North East Victoria Television Service Pty Ltd with the callsign RVN/AMV on air.
In northern New South Wales, NEN-9 Tamworth began transmission on 27 September 1965, with a relay in Armidale on 15 July 1966. ECN-8 Taree started on 27 May 1966. At one stage, ECN-8 merged with NRN-11 Coffs Harbour, however the two stations eventually split. NEN later merged with ECN as 9-8 Television.
Television 6-8-9
As a result of the financial difficulties that many independent stations faced, MTN-9 joined CWN-6 and CBN-8 to form Television 6-8-9 in 1973. Relays were launched in Portland, Lithgow, Mudgee, Cobar, Kandos and Rylstone and Bathurst. In 1981, 6-8-9 changed its name to Midstate Television.Colour television was introduced at the same time as the rest of the country, on 1 March 1975 – one of the single most expensive processes undertaken by CBN to date. The station was a prominent broadcaster of local sporting events including tennis and rugby. In 1979, a documentary titled Goin' Down The Road, about the 1978 National Rodeo Titles won the network a Logie award for an 'Outstanding Contribution by a Regional Station'.
Midstate produced a number of local programs, including the Weekend Report, Early Shift, Rural Roundup and Around the Schools. From 1968, CBN was able to access a Postmaster-General's Department microwave link for national news bulletins and major events.
Aggregation
Midstate Television was bought out by media magnate Paul Ramsay's Ramcorp in October 1987. It was soon merged with Ramcorp's other stations, RVN/AMV and NEN/ECN. In 1988, Midstate Television was renamed Prime Television and began to show increased Seven Network programming in readiness for aggregation.When aggregation took place, Prime began broadcasting to both southern New South Wales and northern Victoria. Transmission problems meant that aggregation in southern New South Wales took place in two stages – first the Australian Capital Territory and NSW south coast on 31 March 1989, followed by Orange, Dubbo, and Wagga Wagga on 31 December 1989. These changes led to the de-merger of RVN-AMV, with RVN becoming CBN-2.
Griffith remained a one-station market, however instead of taking programming from Prime in line with the network's other stations, MTN-9 relayed programming mainly from WIN Television in southern New South Wales. A supplementary licence, AMN-31, was successfully bid for by MTN in 1996, providing a relay of Prime Television. Soon after the station was purchased by WIN Television, which undertook a number of minor changes – mainly changing the news service to WIN News, and using entirely WIN branding. AMN-31 remains a relay of Prime. Similarly, the Mildura licence area remained separate from the remainder of Victoria, albeit with a single station, STV-8, later bought out by WIN Television in 1996. In 1997 Prime was successful in bidding for a new licence for the area at a cost of $3.2 million. PTV-31 began broadcasting the following year.
Although advertising revenue increased post-aggregation, local programming declined as a result of the costs incurred by the network's expansion – an estimated $45 million had been spent by Ramcorp during and in the lead-up to aggregation. After losses of $50 million, it was not until 1993 that the renamed Prime Television posted a profit.
In November 1996, Prime's parent company, Prime Television, purchased the Golden West Network, a merged group of four stations in regional Western Australia; BTW-3 Bunbury, VEW-8 Kalgoorlie, GTW-11 Geraldton and GSW-9 Albany. Western Australia, similar to Griffith and Mildura, remained a one-station commercial market until 1999 when GWN became a Seven Network affiliate, after WIN Television began transmission as an affiliate of both the Nine Network and Network Ten.
The network began to expand into New Zealand in 1997, when a number of licences were purchased from United Christian Broadcasters for an estimated $3.6 million. Prime Television New Zealand began broadcasting on 30 August 1998, with a nightly local news program in both Waikato and Christchurch. Prime also expanded into Argentina with the purchase of the Canal 9 network.
2000s
The renamed Argentine network Azul Televisión was sold for $108 million in early 2000 due to lower-than-expected performance. During the same year, Prime benefited greatly from its affiliation with the Seven Network throughout its carriage of the 2000 Summer Olympics in Sydney. The network's relationship with Seven was further developed throughout the early 2000s, leading to the introduction of 7onPrime promotional branding for Seven Network-produced programs on 11 February 2001.Local news bulletins for Newcastle, the Gold Coast, Canberra, and Wollongong were axed on 9 June 2001 due to falling ratings and the anticipated costs of the switch to digital television. This, and the closure of a number of news bulletins by Southern Cross Broadcasting, prompted the Australian Broadcasting Authority to investigate the adequacy of regional news services The ABA later mandated that stations broadcast a minimum level of local content, based on a points systemtwo points per minute for local news, and one point per minute for other local content, excluding paid advertisements.
Prime formed a partnership with the Nine Network, giving its owner, PBL Media the option to purchase a 50% share of Prime Television New Zealand in return for access to original programming, and cross-promotion in PBL's New Zealand magazine titles. Following this, Prime Television New Zealand began to take on branding and programming similar to that of the Nine Network. In November 2005, Prime Television New Zealand was purchased by subscription television provider Sky Network Television for, completed after approval by New Zealand's Commerce Commission in February 2006.
Mildura Digital Television, a digital-only station in Mildura began transmissions in 2006 as a joint venture between Prime Television and WIN Corporation. Section 38B of the Broadcasting Services Act allowed for the provision of a third station owned by either one or both existing networks. MDT is a direct relay of 10 Melbourne, albeit with local advertising.
Prime Television announced on 21 December 2009 that it would start broadcasting 7two on 23 December 2009.
2010s
On 25 September 2010, Prime began transmission of the new HD digital channel 7mate aimed at men 16–49. The first program to be broadcast was the drawn 2010 AFL Grand Final. On 15 January 2011, Prime Media Group reported that Prime and GWN were set to rebrand as Prime7 and GWN7 respectively. Their news bulletins had quickly changed their names to Prime7 News and GWN7 News, while 7two dropped the "Prime" logo on the multichannels. Prime and GWN relaunched on 16 January 2011 at 18:00. Prime7 began broadcasting 4ME on 18 September 2011 on LCN 64. Prime7 began broadcasting ishop TV on 30 April 2013 on LCN 65.Prime7 ceased to broadcast 4ME on 30 April 2016, due to financial problems.
In December 2016, Prime7 transferred its playout facilities to MediaHub Australia located within the Sydney suburb of Ingleburn. The facility is a joint venture between public broadcaster Australian Broadcasting Corporation and rival regional network WIN Television. Network officials noted that its existing Canberra facilities cannot be upgraded with technological advancements, causing Prime7 to be incapable of relaunching its HD simulcast as well as introducing 7flix to its viewers.
On 3 August 2017, 18 months after launching in metropolitan areas, Prime7 announced that it would carry 7flix to its regional stations in northern and southern New South Wales, regional Victoria and Mildura from 3 September 2017. The channel became available on digital channel 66 in MPEG-4 format. On 15 January 2018, Prime7 quietly relaunched its primary HD service, Prime7 HD, on digital channel 60 in MPEG-4 format.
2021: Merger with Seven
On 1 November 2021, Seven West Media announced that it would acquire all the shares and subsidiaries of Prime Media Group, including Prime7. This was Seven West Media's second attempt at purchasing Prime, after its previous attempt in 2019 was thwarted by Australian Community Media boss Antony Catalano and rival WIN Corporation owner Bruce Gordon, who cited Seven's debt problems at the time and its poor ratings performance as their reason for their refusal. This development would mark an end to the Prime branding after 33 years in favour of the Seven Network's branding, and would see all news bulletins carry the Seven News brand. Prior to this, Prime7, as well as Nine affiliate Imparja Television were the only networks not to fully use its metro affiliate branding despite carrying Seven branded promos, since WIN Television and Southern Cross Austereo use full Nine, Ten and Seven branding on their stations. It was also announced that Seven would look to expand its investment in local news following the merger. The majority of Prime's shareholders voted in favour of the deal on 23 December, with the sale completed on 31 December.On 23 May 2022, Seven West Media announced that the current branding of Prime7 and GWN7 would be unified into Seven Network branding across all stations including for Prime7 Local News, officially retiring the Prime7 name.
In June 2022 the Prime7 brand was retired.
On 22 July 2022 the final retirement of the Prime7 branding took place with all local news bulletins becoming "7NEWS " for example "7NEWS Border" as of Monday 25 July.