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The Seven Network is launching a new channel, 7flix, with the latest addition to its channel line-up set to hit screens from February 28.Speculation had been building about the new channel, with tech website EFTM having last year spotted a new channel in electronic program guides.

Channel 7 last night tweeted:

“Get excited! 7flix launches Sunday, Feb 28 – a new channel with the perfect mix #7flix #channel76”

A trailer accompanying the tweet previews movies and tv series across a range of genres.

The new Seven channel follows the Nine Network launching a new lifestyle channel, 9Life, at the end of November last year.

With Netflix having arrived in March last year, competition has been intensifying in the local market, with consumers now having access to more content than ever before.

In the new media landscape, Ovum last year stated it expects consumers to mix and match services, forecasting room in the market for subscription video-on-demand, free-to-air and pay television services.

Roy Morgan Research last year noted that the way in which Australians are accessing content is shifting amid the impact of Netflix and the rise of subscription video-on-demand.

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