Choice TV: The Evolution of a New Zealand Broadcaster
Launched in 2012, Choice TV emerged as a dynamic player in the New Zealand media landscape. From its beginnings as an independent venture to its integration into global media conglomerates, the channel has served as a hub for international dramas, comedies, and specialized programming for millions of viewers across the country.
Key Facts
- Launch Date: 28 April 2012.
- Founders: Alex Breingan, Julia Baylis, Laurie Clarke, and Vincent Burke.
- Distribution: Broadcast via Freeview (Channel 12), Sky (Channel 13), and Vodafone IPTV.
- Reach: Approximately 1.8 million cumulative viewers as of January 2014.
- Current Status: Rebranded as Eden and subsequently sold to Sky in 2025.
The Independent Era (2012–2014)
Choice TV officially began broadcasting at 5 p.m. on 28 April 2012. The channel quickly established a presence on the Freeview digital network and Sky, while also reaching IPTV subscribers through Vodafone. By early 2014, Nielsen ratings indicated a significant reach, with a four-week cumulative audience of roughly 1.8 million people in a nation of 4.8 million.
Programming Highlights
The channel's early strategy focused on exclusive international content. The January 2013 season featured the Jonathan Ross Show from ITV Granada and the Jesse Stone movie series from Sony Pictures Television. Other notable acquisitions included the ABC sitcom Mr. Sunshine and the daytime drama Days of Our Lives.
The addition of Days of Our Lives was particularly significant, as it had been discontinued by TVNZ two years prior. Choice TV aired the series starting from season 47, which was approximately 1.5 seasons behind the current US NBC broadcast—a marked improvement over TVNZ's previous five-year lag. Other programming included Early Edition, Wild at Heart, the CBC production Being Erica, and the Australian comedy Twenty Something.
Corporate Transitions and Global Ownership
As the channel grew, it attracted international investment. In November 2014, the Canadian firm Blue Ant Media acquired a majority stake in Choice TV, marking the company's first expansion outside of Canada.
By late 2019, ownership shifted again when Discovery, Inc. acquired the channel along with its sister network, HGTV New Zealand. This transition led to a shift in digital strategy; in May 2021, Choice TV On Demand was closed, and all programming was migrated to the ThreeNow streaming platform.
The Rebrand to Eden
On 10 November 2021, plans were announced to rebrand Choice TV as "Gusto" in March 2022. However, to avoid confusion with a former TVNZ OnDemand food channel of the same name, the brand was changed to Eden. The new channel maintained much of the original Choice TV lineup while adding Newshub Live at 8pm and a variety of British dramas and game shows, such as Changing Rooms, Big Family Farm, Finding Alice, and the local production Great Southern Truckers.
The Sale to Sky
The most recent chapter in the channel's history occurred in 2025. On 22 July 2025, Warner Bros. Discovery confirmed the sale of its New Zealand free-to-air assets—including Eden, Three, Bravo, Rush, and HGTV—as well as the ThreeNow streaming service, to Sky for NZ$ 1. The transaction was finalized on 1 August 2025. Under a multi-year commercial agreement, Warner Bros. Discovery continues to supply content to these channels.
| Period | Owner/Operator | Brand Name |
|---|---|---|
| 2012 – 2014 | Independent (Founders) | Choice TV |
| 2014 – 2019 | Blue Ant Media | Choice TV |
| 2019 – 2022 | Discovery, Inc. | Choice TV |
| 2022 – 2025 | Warner Bros. Discovery | Eden |
| 2025 – Present | Sky | Eden |
Frequently Asked Questions
Who founded Choice TV?
Choice TV was co-founded by Alex Breingan, Julia Baylis, Laurie Clarke, and Vincent Burke.
Why was the channel rebranded from Gusto to Eden?
The name Gusto was scrapped shortly before launch to avoid confusion with a previous food channel operated by TVNZ OnDemand that shared the same name.
What happened to Choice TV On Demand?
Choice TV On Demand closed in May 2021, and its programming was moved to the ThreeNow streaming service.
How much did Sky pay for the assets in 2025?
Sky acquired the free-to-air assets (Eden, Three, Bravo, Rush, and HGTV) and ThreeNow from Warner Bros. Discovery for NZ$ 1.
Which networks carried Choice TV during its independent era?
The channel was broadcast nationally on Freeview (Channel 12), Sky (Channel 13), and was also available to Vodafone IPTV subscribers.