Seven West Media signs with US giant NBCUniversal and launches new channel 7Bravo

Seven West Media boss James Warburton has revealed a multi-year partnership with US studio giant NBCUniversal and the creation of a new channel – 7Bravo.

Seven West Media director and chief executive James Warburton.

Seven West Media has signed a multi-year content deal with US studio NBCUniversal International, and the company will also launch a new free-to-air channel next year.

The lucrative deal comes after continuing speculation about NBCUniversal’s partnerships in Australia. It is a big win for the network as rival media company Nine Entertainment’s existing deal with the US giant nears its end.

SWM managing director and chief executive James Warburton said the new partnership – which was announced at Seven’s upfronts on Tuesday night – would see content including reality and true-crime programs air on Seven’s new free-to-air channel dubbed 7Bravo.

The new channel will launch on January 15 and will exist in addition to Seven’s main channel, 7mate, 7two and 7flix.

“It’s a game-changer; to have a channel that’s stronger with all those major brands that you’ve seen in those production partners is pretty fundamental,” Mr Warburton said. “NBCUniversal is a global content powerhouse and the creator of some of the best-known and most-loved entertainment brands in the world.”

Mr Warburton also referred to speculation that has been rife in recent months that NBCUniversal would sign a deal with Foxtel and give a majority of its program to the media company. “NBCU’s so dominant in the BVOD (broadcast viewing on demand) market and Foxtel will be pretty pleased – assuming the rumours are right – that they’ll be taking the content in the SVOD (subscription viewing on demand) space as well,” Mr Warburton said.

7Bravo will also be the first Australian station to air content that is produced for NBCU’s streaming platform, Peacock.

Mr Warburton said the deal with NBCUniversal had been a long time in the making. “We’ve been talking to NBCU on and off, certainly since I’ve been back here (at Seven),” he said. “It’s a massive vote of confidence for them. We are very honoured to be positioning this content.”

Mr Warburton returned to Seven in 2019 after replacing Tim Worner. Free-to-air viewers will also be able to access additional NBCUniversal content, including library and classic-scripted dramas on Seven’s 7plus.

Despite a crowded streaming market, Mr Warburton said he expected 7Bravo to have significant uptake. “It’s free content and it gives people the choice,” he said.

NBCUniversal International’s networks and direct-to-consumer and distribution for Australia and New Zealand, Chris Taylor, said in a statement: “This expansive content agreement will fuel both Seven’s network of channels and 7plus with iconic scripted content from our library, while positioning Australian viewers to enjoy the best of our network and cable product from the US, as well as our beloved feature films.”

On the sporting front, Seven is adding the FIFA Women’s World Cup 2023 to its range of offerings alongside AFL, cricket, racing, ­Supercars, surfing and NFL. SWM and Foxtel recently secured a seven-year deal for the AFL media rights from 2025-31 that is worth $4.5bn.

Two of SWM’s senior female executives are also set to depart – chief marketing officer Charlotte Valente and human resources executive Katie McGrath. They are two of only three women on the executive team, which has six men, but Mr Warburton said the company remained focused on having strong female representation. “We’ve got 50 per cent of management positions with women; it’s a pretty even spread,” he said.

“We’ve got a WGEA (workplace gender equality agency) ­citation from the government of gender diversity, we are doing International Women’s Day, we do UN Women and are massive supporters of White Ribbon and the Reconciliation Action Plan.”