Editing Prime7 (section)

==History==
===Origins===
Prime Television originally began as a group of separate stations and networks – Midstate Television in [[Orange, New South Wales|Orange]], [[Dubbo]] and [[Griffith, New South Wales|Griffith]]; RVN/AMV in [[Wagga Wagga]] and [[Albury]]; and 9-8 Television in [[Tamworth, New South Wales|Tamworth]] and [[Taree]].<ref name="atvh-60s">{{Cite web |title=Prime Television 1960s–1980s |url=http://www.austvhistory.com/prime/preaggregation.htm |url-status=usurped |archive-url=https://web.archive.org/web/20081214161307/http://www.austvhistory.com/prime/preaggregation.htm |archive-date=14 December 2008 |access-date=17 September 2007 |website=AusTVHistory}}</ref>

[[CBN (Australian TV station)|CBN-8]] Orange first aired on 17 March 1962, followed by [[CBN (Australian TV station)|CWN-6]] Dubbo on 1 December 1965,<ref name="atvh-60s" /> and [[MTN (TV station)|MTN-9]] Griffith began on 15 December 1965. CBN and CWN were both licensed to Country Television Services (also the owner of radio station [[2GZ]] in Orange). CWN was a full-time relay of CBN—the first Australian television station to relay another. The two stations thus formed the country's first regional television network.<ref name="atvh-60s" />

RVN-2 Wagga Wagga began broadcasting on 19 June 1964, while [[AMV (TV station)|AMV-4]] Albury launched on 7 September 1964. The two stations merged in 1971 as the Riverina and North East Victoria Television Service Pty Ltd with the callsign '''RVN/AMV''' on air.<ref name="atvh-60s" />

In northern New South Wales, NEN-9 Tamworth began transmission on 27 September 1965, with a relay in [[Armidale]] (NEN-1, later NEN-10) on 15 July 1966.<ref name="atvh-60s" /> ECN-8 [[Taree]] started on 27 May 1966.<ref name="atvh-60s" /> At one stage, ECN-8 merged with NRN-11 [[Coffs Harbour]] (now owned by [[WIN Corporation]]), however the two stations eventually split. NEN later merged with ECN as 9-8 Television.<ref name="atvh-60s" />

===Television 6-8-9===
As a result of the financial difficulties that many independent stations faced, MTN-9 joined CWN-6 and CBN-8 to form '''Television 6-8-9''' in 1973.<ref name="atvh-60s" /> Relays were launched in [[Portland, New South Wales|Portland]], [[Lithgow, New South Wales|Lithgow]], [[Mudgee]], [[Cobar]], [[Kandos]] and [[Rylstone, New South Wales|Rylstone]] and [[Bathurst, New South Wales|Bathurst]]. In 1981, 6-8-9 changed its name to '''Midstate Television.'''<ref name="atvh-60s" />

[[Colour television]] was introduced at the same time as the rest of the country, on 1 March 1975 – one of the single most expensive processes undertaken by CBN to date.<ref name="atvh-60s" /> The station was a prominent broadcaster of local sporting events including tennis and [[Rugby football|rugby]].<ref name="atvh-60s" /> In 1979, a documentary titled ''Goin' Down The Road'', about the 1978 National Rodeo Titles won the network a [[Logie award]] for an 'Outstanding Contribution by a Regional Station'.<ref name="atvh-60s" />

Midstate produced a number of local programs, including the ''Weekend Report'', ''Early Shift'', ''Rural Roundup'' and ''Around the Schools''.<ref name="atvh-60s" /> From 1968, CBN was able to access a [[Postmaster-General's Department]] microwave link for national news bulletins and major events.<ref name="atvh-60s" />

===Aggregation===
[[File:Prime, 2WG and Star FM broadcasting studios.jpg|thumb|Former RVN/AMV Television Centre at Lake Albert Road, [[Kooringal, New South Wales|Kooringal]] in 2008, now occupied by Generocity Church.]]
Midstate Television was bought out by media magnate [[Paul Ramsay]]'s Ramcorp in October 1987.<ref name="atvh-60s" /> It was soon merged with Ramcorp's other stations, RVN/AMV and NEN/ECN. In 1988, Midstate Television was renamed '''Prime Television''' and began to show increased [[Seven Network]] programming in readiness for [[Regional television in Australia#Aggregation|aggregation]].<ref name="atvh-60s" />

When aggregation took place, Prime began broadcasting to both southern New South Wales and northern Victoria. Transmission problems meant that aggregation in southern New South Wales took place in two stages – first the Australian Capital Territory and [[South Coast (New South Wales)|NSW south coast]] on 31 March 1989, followed by [[Orange, New South Wales|Orange]], [[Dubbo]], and [[Wagga Wagga]] on 31 December 1989. These changes led to the de-merger of RVN-AMV, with RVN becoming CBN-2.<ref name="atvh-60s" />

[[Griffith, New South Wales|Griffith]] remained a one-station market, however instead of taking programming from Prime in line with the network's other stations, [[MTN (TV station)|MTN-9]] relayed programming mainly from [[WIN Television]] in southern New South Wales.<ref name="atvh-60s" /> A supplementary licence, AMN-31, was successfully bid for by MTN in 1996, providing a relay of Prime Television.<ref name="atvh-90s">{{Cite web |title=Prime Television 1990s |url=http://www.austvhistory.com/prime/90s.htm |url-status=usurped |archive-url=https://web.archive.org/web/20080102041440/http://www.austvhistory.com/prime/90s.htm |archive-date=2 January 2008 |access-date=17 September 2007 |website=AusTVHistory}}</ref> Soon after the station was purchased by [[WIN Television]], which undertook a number of minor changes – mainly changing the news service to [[WIN News]], and using entirely WIN branding. AMN-31 remains a relay of Prime. Similarly, the [[Mildura]] licence area remained separate from the remainder of Victoria, albeit with a single station, STV-8, later bought out by WIN Television in 1996.<ref>{{Cite journal |last=Tanner |first=Stephen |year=1995 |title=The Rise and Fall of Edmund Rouse |url=http://eprint.uq.edu.au/archive/00000280/01/tanner95.pdf |url-status=dead |journal=Australian Studies in Journalism |publisher=[[University of Queensland]] |page=63 |archive-url=https://web.archive.org/web/20070829065945/http://eprint.uq.edu.au/archive/00000280/01/tanner95.pdf |archive-date=29 August 2007 |access-date=19 August 2007}}</ref> In 1997 Prime was successful in bidding for a new licence for the area at a cost of $3.2 million.<ref>{{Cite web |date=29 October 1996 |title=New Commercial TV licences for Darwin and Mildura |url=http://www.acma.gov.au/WEB/STANDARD/1001/pc=PC_90532 |url-status=dead |archive-url=https://web.archive.org/web/20080221235436/http://www.acma.gov.au/WEB/STANDARD/1001/pc=PC_90532 |archive-date=21 February 2008 |access-date=15 September 2007 |publisher=[[Australian Communications and Media Authority]]}}</ref> PTV-31 began broadcasting the following year.<ref name="atvh-90s" />

Although advertising revenue increased post-aggregation, local programming declined as a result of the costs incurred by the network's expansion – an estimated $45 million had been spent by Ramcorp during and in the lead-up to aggregation.<ref name="atvh-90s" /> After losses of $50 million, it was not until 1993 that the renamed [[Prime Media Group|Prime Television]] posted a profit.<ref name="atvh-90s" /><ref>{{Cite web |last=Wynne |first=Michael |year=2005 |title=Ramsay Healthcare Early Years |url=http://www.uow.edu.au/arts/sts/bmartin/dissent/documents/health/ramsay_early.html |url-status=dead |archive-url=https://web.archive.org/web/20070910103323/http://www.uow.edu.au/arts/sts/bmartin/dissent/documents/health/ramsay_early.html |archive-date=10 September 2007 |access-date=15 September 2007 |publisher=[[University of Wollongong]]}}</ref>

In November 1996, Prime's parent company, [[Prime Media Group|Prime Television]], purchased the [[Golden West Network]], a merged group of four stations in regional Western Australia; BTW-3 [[Bunbury, Western Australia|Bunbury]], VEW-8 [[Kalgoorlie]], GTW-11 [[Geraldton]] and GSW-9 [[Albany, Western Australia|Albany]].<ref>{{Cite news |last=Kidman |first=Matthew |date=13 November 1996 |title=Prime buys Golden West |url=https://infoweb.newsbank.com/apps/news/openurl?ctx_ver=z39.88-2004&rft_id=info%3Asid/infoweb.newsbank.com&svc_dat=AUNB&req_dat=2FC64405CDC9450D8CE0F660AE4E730F&rft_val_format=info%3Aofi/fmt%3Akev%3Amtx%3Actx&rft_dat=document_id%3Anews%252F11BCA31E0D81FE18 |access-date=19 February 2022 |newspaper=[[The Sydney Morning Herald]] |publisher=[[Fairfax Media]] |location=[[Sydney]] |page=29 |via=[[Newsbank]] |id={{ProQuest|363364327}}}}</ref> Western Australia, similar to Griffith and Mildura, remained a one-station commercial market until 1999 when GWN became a [[Seven Network]] affiliate, after [[WIN Television]] began transmission as an affiliate of both the [[Nine Network]] and [[Network Ten]].<ref name="atvh-90s" />

The network began to expand into New Zealand in 1997, when a number of licences were purchased from [[United Christian Broadcasters]] for an estimated $3.6 million.<ref name="thepress">{{Cite news |date=22 December 2001 |title=Packer to boost Prime Television |newspaper=The Press |location=[[Christchurch]] |page=17 |id={{ProQuest|314457739}}}}</ref> [[Prime (New Zealand TV channel)|Prime Television New Zealand]] began broadcasting on 30 August 1998, with a nightly local news program in both [[Waikato]] and [[Christchurch]].<ref name="thepress" /> Prime also expanded into Argentina with the purchase of the [[Canal 9 (Argentina)|Canal 9]] network.<ref>{{Cite news |last=Kidman |first=Matthew |date=16 December 1997 |title=Prime TV buys and sells in Argentina |url=https://infoweb.newsbank.com/apps/news/openurl?ctx_ver=z39.88-2004&rft_id=info%3Asid/infoweb.newsbank.com&svc_dat=AUNB&req_dat=2FC64405CDC9450D8CE0F660AE4E730F&rft_val_format=info%3Aofi/fmt%3Akev%3Amtx%3Actx&rft_dat=document_id%3Anews%252F11BC9F62C0EDE270 |access-date=19 February 2022 |newspaper=[[The Sydney Morning Herald]] |publisher=[[Fairfax Media]] |location=Sydney |page=27 |via=[[Newsbank]] |id={{ProQuest|363450289}}}}</ref>

===2000s===
[[File:Prime Television Broadcast Centre.jpg|thumb|right|250px|Prime Television Broadcast Centre in [[Watson, Australian Capital Territory]]]]
The renamed Argentine network Azul Televisión was sold for $108 million in early 2000 due to lower-than-expected performance.<ref>{{Cite news |last=Schulze |first=Jane |date=17 March 2000 |title=Prime offloads Azul for $108m |url=https://infoweb.newsbank.com/apps/news/openurl?ctx_ver=z39.88-2004&rft_id=info%3Asid/infoweb.newsbank.com&svc_dat=AUNB&req_dat=2FC64405CDC9450D8CE0F660AE4E730F&rft_val_format=info%3Aofi/fmt%3Akev%3Amtx%3Actx&rft_dat=document_id%3Anews%252F1053B8979CCED62A |access-date=19 February 2022 |newspaper=[[The Sydney Morning Herald]] |publisher=[[Fairfax Media]] |location=Sydney |page=27 |via=[[Newsbank]] |id={{ProQuest|363678724}}}}</ref> During the same year, Prime benefited greatly from its affiliation with the [[Seven Network]] throughout its carriage of the [[2000 Summer Olympics]] in Sydney. The network's relationship with Seven was further developed throughout the early 2000s, leading to the introduction of ''7onPrime'' promotional branding for [[Seven Network]]-produced programs on 11 February 2001.<ref name="atvh-00s">{{Cite web |title=Prime Television 2000s |url=http://www.austvhistory.com/prime/00s.htm |url-status=dead |archive-url=https://web.archive.org/web/20080102041439/http://www.austvhistory.com/prime/00s.htm |archive-date=2 January 2008 |access-date=17 September 2007 |website=AusTVHistory}}</ref><ref name="Sibley2001-02-10">{{Cite news |last=Sibley |first=David |date=10 February 2001 |title=New look for Prime TV in ratings chase |newspaper=[[The Canberra Times]] |publisher=[[Rural Press]] |location=Canberra |page=7 |id={{ProQuest|1016133692}}}}</ref>

Local news bulletins for [[Newcastle, New South Wales|Newcastle]], the [[Gold Coast, Queensland|Gold Coast]], [[Canberra]], and [[Wollongong]] were axed on 9 June 2001 due to falling ratings and the anticipated costs of the switch to [[digital television]].<ref>{{Cite news |last=Maguire |first=Tory |date=9 June 2001 |title=Regional TV news gets axe |url=https://infoweb.newsbank.com/apps/news/openurl?ctx_ver=z39.88-2004&rft_id=info%3Asid/infoweb.newsbank.com&svc_dat=AUNB&req_dat=2FC64405CDC9450D8CE0F660AE4E730F&rft_val_format=info%3Aofi/fmt%3Akev%3Amtx%3Actx&rft_dat=document_id%3Anews%252F0FD2EBE54526C247 |access-date=19 February 2022 |newspaper=[[The Daily Telegraph (Sydney)|The Daily Telegraph]] |publisher=[[News Limited]] |location=Sydney |page=17 |via=[[Newsbank]] |id={{ProQuest|358703275}}}}</ref><ref>{{Cite news |last=Sibley |first=David |date=9 June 2001 |title=Prime TV axes news bulletins |newspaper=[[The Canberra Times]] |publisher=[[Rural Press]] |location=Canberra |page=1 |id={{ProQuest|1016088957}}}}</ref> This, and the closure of a number of news bulletins by [[Southern Cross Broadcasting]], prompted the [[Australian Broadcasting Authority]] to investigate the adequacy of regional news services<ref>{{Cite episode |title=ABA to hold investigation into adequacy of regional news |url=http://www.abc.net.au/pm/stories/s423564.htm |access-date=1 September 2007 |series=PM |series-link=PM (Australian radio program) |last=White |first=Annie |network=[[Australian Broadcasting Corporation]] |date=21 September 2001 |archive-date=2 January 2008 |archive-url=https://web.archive.org/web/20080102024430/http://www.abc.net.au/pm/stories/s423564.htm |url-status=live}}</ref> The ABA later mandated that stations broadcast a minimum level of local content, based on a points system{{snd}}two points per minute for local news, and one point per minute for other local content, excluding paid advertisements.<ref>{{Cite web |date=7 September 2004 |title=Regional television exceeds local content quotas |url=http://www.acma.gov.au/WEB/STANDARD/1001/pc=PC_91497 |url-status=dead |archive-url=https://web.archive.org/web/20071007165326/http://www.acma.gov.au/WEB/STANDARD/1001/pc=PC_91497 |archive-date=7 October 2007 |access-date=1 September 2007 |publisher=[[Australian Communications and Media Authority]]}}</ref>

Prime formed a partnership with the [[Nine Network]] (affiliated in Australia to competitor [[WIN Television]]), giving its owner, [[Nine Entertainment Co|PBL Media]] the option to purchase a 50% share of [[Prime (New Zealand TV channel)|Prime Television New Zealand]] in return for access to original programming, and cross-promotion in PBL's New Zealand magazine titles.<ref>{{Cite press release |title=Nine Network Australia Formally Commences New Zealand Partnership with Prime Television Australia |date=18 February 2002 |publisher=[[Nine Entertainment Co|PBL Media]] |url=http://www.pbl.com.au/nine_network_australia_formally_commences_new_zealand_partnership_with_prime_television_australia.htm |access-date=2 September 2007 |url-status=dead |archive-url=https://web.archive.org/web/20070927213135/http://www.pbl.com.au/nine_network_australia_formally_commences_new_zealand_partnership_with_prime_television_australia.htm |archive-date=27 September 2007}}</ref> Following this, Prime Television New Zealand began to take on branding and programming similar to that of the [[Nine Network]]. In November 2005, Prime Television New Zealand was purchased by [[subscription television]] provider [[Sky (New Zealand)|Sky Network Television]] for {{currency|30 million|NZD}}, completed after approval by New Zealand's [[Commerce Commission]] in February 2006.<ref>{{Cite web |year=2006 |title=About Us |url=http://www.primetv.co.nz/default.asp?t=4 |url-status=dead |archive-url=https://web.archive.org/web/20071026151518/http://www.primetv.co.nz/default.asp?t=4 |archive-date=26 October 2007 |access-date=1 September 2007 |website=[[Prime (New Zealand TV channel)|Prime Television New Zealand]]}}</ref>

[[Mildura Digital Television]], a digital-only station in [[Mildura]] began transmissions in 2006 as a joint venture between [[Prime Media Group|Prime Television]] and [[WIN Corporation]].<ref>{{Cite web |date=1 January 2006 |title=TEN Digital commences in Mildura |url=https://www.dba.org.au/index217f.html |archive-url=https://webarchive.nla.gov.au/awa/20060704011202/http://pandora.nla.gov.au/pan/14239/20060704-0000/www.dba.org.au/index217f.html |archive-date=4 July 2006 |access-date=30 March 2024 |website=Digital Broadcasting Australia |language=en-AU |via=National Library of Australia}}{{cbignore|bot=medic}}</ref> [[Section 38A|Section 38B]] of the ''Broadcasting Services Act'' allowed for the provision of a third station owned by either one or both existing networks.<ref>{{Cite press release |title=ABA media - NR4/2005: New digital commercial television service for Mildura/Sunraysia |date=28 January 2004 |publisher=[[Australian Broadcasting Authority]] |url=http://www.aba.gov.au/abanews/news_releases/2005/04nr05.htm |access-date=30 March 2024 |url-status=dead |archive-url=https://web.archive.org/web/20050316020122/http://www.aba.gov.au/abanews/news_releases/2005/04nr05.htm |archive-date=16 March 2005}}</ref> MDT is a direct relay of [[ATV (Australian TV station)|10 Melbourne]], albeit with local advertising.

Prime Television announced on 21 December 2009 that it would start broadcasting [[7two]] on 23 December 2009.<ref>{{Cite web |last=Knox |first=David |date=22 December 2009 |title=7TWO to launch on Prime |url=https://tvtonight.com.au/2009/12/7two-to-launch-on-prime.html |access-date=30 March 2024 |website=[[TV Tonight]]}}</ref>

===2010s===
On 25 September 2010, Prime began transmission of the new HD digital channel [[7mate]] aimed at men 16–49. The first program to be broadcast was the drawn [[2010 AFL Grand Final]].<ref>{{Cite web |last=Knox |first=David |date=25 August 2010 |title=7mate on Prime |url=https://tvtonight.com.au/2010/08/7mate-on-prime.html |access-date=30 March 2024 |website=[[TV Tonight]] |language=en-AU}}</ref> On 15 January 2011, Prime Media Group reported that Prime and [[Golden West Network|GWN]] were set to rebrand as Prime7 and GWN7 respectively. Their news bulletins had quickly changed their names to Prime7 News and GWN7 News, while 7two dropped the "Prime" logo on the multichannels. Prime and GWN relaunched on 16 January 2011 at 18:00 (6pm).<ref>{{Cite web |title=Prime7 |url=http://www.prime7.com.au/ |access-date=24 January 2011}}̼ {{dead link|date=February 2022|fix-attempted=yes}}</ref><ref>{{Cite web |last=Knox |first=David |date=15 January 2011 |title=Prime, GWN rebrand with 7 |url=https://tvtonight.com.au/2011/01/prime-gwn-rebrand-with-7.html |access-date=30 March 2024 |website=[[TV Tonight]]}}</ref> Prime7 began broadcasting [[4ME]] (then Television 4) on 18 September 2011 on LCN 64.<ref>{{cite web |last=Cusack |first=Nicole |title=Television 4 is launching September 18th 2011 to ALL homes in Regional NSW, VIC, ACT and the Gold Coast |url=http://www.brandnewmedia.com.au/media1/television/television-4 |url-status=dead |archive-url=https://web.archive.org/web/20111008214903/http://www.brandnewmedia.com.au/media1/television/television-4 |archive-date=8 October 2011 |access-date=23 January 2012}}</ref> Prime7 began broadcasting [[ishop TV]] on 30 April 2013 on LCN 65.

Prime7 ceased to broadcast [[4ME]] on 30 April 2016, due to financial problems.<ref name="4MEclose">{{cite web |url=http://www.tvtonight.com.au/2016/04/datacasting-channel-4me-in-doubt-as-producers-enter-administration.html |title=Datacasting channel 4ME in doubt as producers enter administration |last=Knox |first=David |date=29 April 2016 |website=TV Tonight |access-date=30 April 2016}}</ref>

In December 2016, Prime7 transferred its playout facilities to MediaHub Australia located within the Sydney suburb of Ingleburn. The facility is a joint venture between public broadcaster [[Australian Broadcasting Corporation]] and rival regional network [[WIN Television]]. Network officials noted that its existing Canberra facilities cannot be upgraded with technological advancements, causing Prime7 to be incapable of relaunching its HD simulcast as well as introducing [[7flix]] to its viewers.<ref>{{Cite news |last=Perry |first=Kevin |date=12 December 2016 |title=PRIME looks to 7flix and HD launch after completing transition to MediaHub |url=https://decidertv.com/page/2016/12/11/prime-looks-to-7flix-and-hd-launch-after-completing-transistion-to-mediahub |url-status=dead |archive-url=https://web.archive.org/web/20161221002846/https://decidertv.com/page/2016/12/11/prime-looks-to-7flix-and-hd-launch-after-completing-transistion-to-mediahub |archive-date=21 December 2016 |access-date=13 December 2016 |work=DeciderTV}}</ref>

On 3 August 2017, 18 months after launching in metropolitan areas, Prime7 announced that it would carry 7flix to its regional stations in [[NEN (TV station)|northern]] and [[CBN (Australian TV station)|southern New South Wales]], [[AMV (TV station)|regional Victoria]] and [[PTV (TV station)|Mildura]] from 3 September 2017.<ref>{{Cite web |last=Samios |first=Zoe |date=3 August 2017 |title=Prime7 launches 7Flix across regional NSW, ACT, Victoria and Gold Coast |url=https://mumbrella.com.au/prime7-launches-7flix-across-regional-nsw-act-victoria-gold-coast-462563 |url-status=live |archive-url=https://web.archive.org/web/20170804053107/https://mumbrella.com.au/prime7-launches-7flix-across-regional-nsw-act-victoria-gold-coast-462563 |archive-date=4 August 2017 |access-date=4 August 2017 |website=[[Mumbrella]]}}</ref> The channel became available on digital channel 66 in MPEG-4 format.<ref>{{Cite web |date=3 August 2017 |title=7flix — Prime7 |url=https://au.prime7.yahoo.com/a1/7flix |access-date=4 August 2017 |publisher=Prime Media Group}} {{Dead link|date=May 2020 |bot=InternetArchiveBot |fix-attempted=yes }}</ref> On 15 January 2018, Prime7 quietly relaunched its primary HD service, Prime7 HD, on digital channel 60 in MPEG-4 format.

===2021: Merger with Seven===
On 1 November 2021, [[Seven West Media]] announced that it would acquire all the shares and subsidiaries of [[Prime Media Group]], including Prime7. This was Seven West Media's second attempt at purchasing Prime, after its previous attempt in 2019 was thwarted by [[Australian Community Media]] boss Antony Catalano and rival [[WIN Corporation]] owner [[Bruce Gordon (businessman)|Bruce Gordon]], who cited Seven's debt problems at the time and its poor ratings performance as their reason for their refusal. This development would mark an end to the Prime branding after 33 years in favour of the [[Seven Network]]'s branding, and would see all news bulletins carry the ''[[Seven News]]'' brand. Prior to this, Prime7 (and sister [[GWN7]] in regional and remote Western Australia), as well as [[Nine Network|Nine]] affiliate [[Imparja Television]] were the only networks not to fully use its metro affiliate branding despite carrying Seven (Nine for Imparja) branded promos, since WIN Television (except for WIN News) and Southern Cross Austereo use full [[Nine Network|Nine]], [[Network 10|Ten]] and [[Seven Network|Seven]] branding on their stations. It was also announced that Seven would look to expand its investment in local news following the merger.<ref>{{Cite news |last1=McGuire |first1=Amelia |last2=Samios |first2=Zoe |date=1 November 2021 |title=Seven West Media to buy regional affiliate Prime for $132m |url=https://www.smh.com.au/business/companies/seven-west-media-to-buy-regional-affiliate-prime-for-132m-20211101-p594v3.html |url-access=subscription |url-status=live |archive-url=https://web.archive.org/web/20211102125226/https://www.smh.com.au/business/companies/seven-west-media-to-buy-regional-affiliate-prime-for-132m-20211101-p594v3.html |archive-date=2 November 2021 |access-date=2 November 2021 |newspaper=[[The Sydney Morning Herald]] |publisher=[[Nine Entertainment]] |location=Sydney}}</ref> The majority of Prime's shareholders voted in favour of the deal on 23 December, with the sale completed on 31 December.<ref>{{Cite news |date=23 December 2021 |title=Prime Media shareholders give the green light for Seven West Media merger |url=https://7news.com.au/business/media/prime-media-share-holders-give-the-green-light-for-seven-west-media-merger-c-5062463 |url-status=live |archive-url=https://web.archive.org/web/20211223065431/https://7news.com.au/business/media/prime-media-share-holders-give-the-green-light-for-seven-west-media-merger-c-5062463 |archive-date=23 December 2021 |access-date=23 December 2021 |work=[[Seven News]] |publisher=[[Seven West Media]] |language=en |agency=[[Australian Associated Press]]}}</ref><ref>{{Cite press release |title=Acquisition of Prime completed |date=31 December 2021 |publisher=Seven West Media |url=https://www.asx.com.au/asxpdf/20211231/pdf/454nwfgyhl6dyh.pdf |via=[[Australian Securities Exchange]] |access-date=30 March 2024}}</ref>

On 23 May 2022, Seven West Media announced that the current branding of Prime7 and GWN7 would be unified into Seven Network branding across all stations including for Prime7 Local News, officially retiring the Prime7 name.<ref>{{cite web |last=Knox |first=David |date=23 May 2022 |title=Prime7 and GWN7 to unite under Seven banner |url=https://tvtonight.com.au/2022/05/prime7-and-gwn7-to-unite-under-seven-banner.html |access-date=22 May 2022 |publisher=TV Tonight}}</ref><ref>{{Cite news |last=Samios |first=Zoe |date=29 May 2022 |title=Goodbye, Prime Possum? Seven eyes brand changes ahead of Commonwealth Games |url=https://www.smh.com.au/business/companies/goodbye-prime-possum-seven-eyes-brand-changes-ahead-of-commonwealth-games-20220527-p5ap3r.html |url-access=subscription |access-date=7 January 2023 |newspaper=[[The Sydney Morning Herald]] |publisher=[[Nine Entertainment]] |location=Sydney |language=en-AU}}</ref>

In June 2022 the Prime7 brand was retired.<ref>{{Cite web |last=Ryan |first=Aaron |date=18 May 2022 |title=EXCLUSIVE {{!}} Prime7 and GWN7 set to rebrand as Seven unifies its network to one national identity |url=https://tvblackbox.com.au/page/2022/05/18/exclusive-prime7-and-gwn7-set-to-rebrand-as-seven-unifies-its-network-to-one-national-identity/ |access-date=7 January 2023 |website=TV Blackbox |language=en-AU}}</ref>

On 22 July 2022 the final retirement of the Prime7 branding took place with all local news bulletins becoming "7NEWS (region)" for example "7NEWS Border" as of Monday 25 July.<ref>{{Cite web |last=Perry |first=Kevin |date=20 July 2022 |title=End of an era for regional viewers as PRIME7 NEWS becomes 7NEWS LOCAL |url=https://tvblackbox.com.au/page/2022/07/20/end-of-an-era-for-regional-viewers-as-prime7-news-becomes-7news-local/ |access-date=7 January 2023 |website=TV Blackbox |language=en-AU}}</ref>