Seven Network has made a groundbreaking move in Australian sports broadcasting by launching 7AFL Kids Call, a youth-led commentary initiative set to debut during Round 15 of the 2025 Toyota AFL Premiership Season. The program aims to enhance engagement with younger viewers by featuring junior footy fans in the commentary box for a live match call of the Western Bulldogs v Richmond game.
As part of a broader strategy to connect with emerging audiences, Seven will exclusively stream the 7AFL Kids Call on 7plus Sport in Victoria and Western Australia. The unique broadcast will include pre-game analysis, match commentary, and post-match coverage, offering a fresh perspective on the game aimed at families and young fans.
The initiative, supported by Nintendo, not only seeks to deepen the involvement of young AFL enthusiasts but also serves as a platform to nurture new on-screen talent in a competitive media landscape. With attention fragmented and youth engagement crucial, Seven’s Head of Sport, Digital, Kirsty Bradmore, emphasized the importance of creating engaging and entertaining content tailored specifically for younger demographics.
The 7AFL Kids Call team comprises three talented youngsters: 11-year-old Alex Kouts, 13-year-old Ned Bolton, and 16-year-old Indie Axup, each bringing their unique style and football knowledge to the broadcast. Alex, the 2024 AFL Auskicker of the Year, will join experienced broadcaster Jack Heverin in the commentary box, while Ned, inspired by Seven’s Roaming Brian segment, has already garnered a following for his online series. Indie will provide live updates from the boundary, conduct interviews, and offer post-match insights.
Adding to the excitement, current AFL stars Cody Weightman and Darcy Moore will also contribute expert analysis and mentoring during the game. The move underscores Seven’s commitment to providing diverse and engaging content for AFL fans, with 7plus offering on-demand highlights, full replays, and original programs throughout the week.
Following the Kids Call broadcast, viewers can access mini-matches and highlight reels on the 7AFL Kids Call Hub, expanding the platform’s AFL content library. With AFL now available for free streaming on 7plus nationwide, Seven aims to capitalize on pivotal moments in live sports consumption to enhance its BVOD footprint.
As the 7AFL Kids Call prepares to make its debut during Round 15, the initiative represents a significant step in reshaping sports broadcasting for younger audiences. By engaging with kids and families through innovative content and fresh perspectives, Seven Network continues to pave the way for the future of sports media in Australia.
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