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Aussie network ‘Seven’ to launch 7mate for “male audience.” Sexist?
Much?
http://unrealityshout.com/blogs/auss...9D-sexist-much
While perusing The Hollywood Reporter today, I found an article about
the Seven network in Australia launching a channel just for men…
Now, I’m not a bra burning feminist or anything – let’s face it, if I
don’t rein these puppies in, they’ll be polishing my knees,so no BBQ
bra for me – but surely a channel aimed specifically at men is a)
Neanderthal and b) insulting?
I find it insulting anyway, primarily because the line-up of shows
that 7mate will be showing are shows that I would and do watch, and
I’m most definitely a female. I’ve seen my birth certificate.
They’ll be showing Family Guy, American Dad, Top Gear and sci-fi type
shows, but big news flash Seven, girls like that stuff too! We don’t
all sit and watch – exclusively – shows about hair and make-up and
shiny things you know…
We aren’t all Paris Hilton.
The network’s CEO, David Leckie, issued a press release about the
launch of 7mate which read that the channel “will be aimed at men 16
to 49.”
So not only is it sexist, it’s ageist too! Men of 50 and over don’t
like sports, cars, cartoons etc??
Leckie went on to say, “Seven is Australia’s most-watched network and
our suite of multi-channels delivers more viewers than anyone else.
“The launch of 7mate delivers us a tremendous platform of channels
targeting specific audience demographics – leveraging our primary
channel’s success with women and 7Two’s targeting of a 25+ adult
audience.
“We’re delighted to be the first commercial network to moveto three
channels … this is another significant step for our television
business.”
And Seven’s director of programming, Tim Worner, added, “We’re using
the biggest sports event to launch 7mate but this new channel will be
so much more than sport.
“We are after the most elusive demographic in media, and we think
we’ve got the offering to get them."
How are these “elusive” viewers?? That’s like half the population of
the world, give or take, so unless they are actually aiming to bring
throw-back cave dwellers into their family of viewers, I fail to see
what or who is so “elusive.”
So in short, grow up Seven and live in the now! Women like those shows
too, and guess what else? Not all men are into sport and cars.
Oh and also? We women call our friends ‘mates’ too, that’s another
thing that’s not the exclusive domain of men, and calling your channel
7mate won’t necessarily ensure males flick to it and think, “Ooh, it
says ‘Mate’…must be for men only then and I'd better watch it.”
Epic fail.
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