Channel 7's Second Digital Channel To Be Called 'Mate'?

Channel mateIf this trademark application from Channel 7 is actually the name of their upcoming second SD digital channel, then I weep for free-to-air TV. Mediaspy has uncovered a heap of trademark applications from the network, which includes a number of images which all contain the words 'Mate' or 'Channel Mate'.

Despite contacting the network, Mediaspy didn't actually get confirmation that this is the name for Seven's second channel, so this remains in the rumour camp for now. After all, it could be some new type of universal remote or something, or some TiVo related gadget. But if it is the name of the second channel, am I alone in thinking it's the stupidest TV channel name ever?

[Mediaspy via AVHub]