ProSieben launching women's channel

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BERLIN -- In what is seen as the first sign of real synergy between ProSiebenSat.1 and SBS Broadcasting since last month's merger, ProSieben on Thursday announced plans to launch a women's channel in the German market based on a successful SBS format.

The channel, Neun TV, plans to go live late this year and will be run by call-in channel 9Live, a ProSiebenSat.1 subsidiary.

According to 9Live managing director Marcus Wolter, Neun TV will target "the modern woman over 30" and will be based on the successful SBS channel format, which airs as Net 5 in the Netherlands, Viif TV in Belgium and Kanal 4 in Denmark.

The new channel will allow ProSiebenSat.1 to repackage its German rights to such hit female-skewing series as "Grey's Anatomy," "Desperate Housewives" and "Sex and the City."

Unlike 9Live, which is financed by viewers calling in to play on-air game shows, Neun TV will be a traditional advertising-backed channel.

This isn't the first attempt to launch a women's channel in Germany. 9Live emerged from the unsuccessful women's niche channel tm3.

But Neun TV will face competition for female viewers, in particular from Cologne-based network Vox, which airs such favorites in the demo as "Gilmore Girls," "Ally McBeal" and "The Closer."
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