The Seven Network says its new digital entertainment channel will focus on US and British dramas - and will launch in just over a week.

Called 7TWO, the channel will go live on 72 from November 1 at noon.

It'll feature premiere episodes of once staple Seven US shows like Ugly Betty, Heroes, Lost and 24 as well as old shows like The Sopranos and Murphy Brown.

It will also host the Jay Leno Show five nights a week.

There'll also be a raft of British shows such as A Touch of Frost, Heartbeat and Gavin and Stacey.

Cartoons will feature in the morning and movies will dominate Sundays while lifestyle programs are also in the mix.

Tom Williams will be the face of the station.

It'll mean that viewers will only be able to see many of their favourites if they have digital television.

Programming boss Tim Worner said the channel was created to complement their main Seven station.

"We're just trying to grow the number of people watching Seven product across two channels," Worner told AAP on Friday.

"We're going for a counter programming strategy.

"You are taking programs from opposite ends of the programming spectrum and running them at the same time.

"What we're trying to do is provide the broadest possible choice for viewers."

The channel will be competitive against Nine's entertainment offering Go!, which has been a ratings winner.

Go! features a range of old and new programs from Seinfeld, the Jetsons, Bewitched, Weeds and The Big Bang Theory, and Survivor, among others.

Worner said 7TWO's strength was in the number of first-run shows in prime time and that it featured a broad mix of programming.

"I haven't seen Go! but from what I'm told it (7TWO) is much, much broader than the other offerings in the market," Worner said.

Worner would not be drawn on audience predictions.

It comes as the public broadcaster - ABC - revealed an impressive line-up for its school-aged children's digital station which goes live on December 4.

That includes programs from drama, news, sport, variety and entertainment - and six new hosts.

Ten's offering OneHD - a sports channel - was the first to launch earlier in the year.

Head of ABCTV Kim Dalton, and Worner both said it was exciting time in free-to-air television, and both were confident their channels would help the take-up of the technology ahead of the 2013 switchover.