I guess it was kind of predictable: Seven's third digital channel 7Mate targets men, so Nine's forthcoming third channel, GEM, will target women.
TV Tonight reports that GEM (which stands for General Entertainment and Movies) will launch on September 23 (one day before 7Mate), with key programs including Weeds and Wife Swap. Like 7Mate, it will be an HD channel that will replace Nine's existing HD rebroadcast channel, meaning fewer HD options all around for mainstream programming. I'm guessing that will be more annoying for Lifehacker readers than the emergence of a new channel, but tell us your thoughts in the comments.
Nine to launch GEM for women [TV Tonight]