Newcomer Choice TV began fighting for a place in the crowded television market on Saturday with a low-key launch on Freeview that was probably barely noticed by viewers.
The arrival of the free channel aimed at a commercial audience comes at an important time for Freeview.
The free-to-air platform is being squeezed by its key member TVNZ focusing on closer ties with Sky TV and has been slow to add new mainstream content.
Weekend fare for the digital channel will focus on entertainment, including shows such as submarine thriller The Deep, with stars including Minnie Driver and James Nesbitt. Elsewhere the advertising-funded channel will focus on "lifestyle" programming, with different genres each weeknight.
Monday features programming on travel and nature, Tuesday is property and design, Wednesday "The Great Outdoors", Thursday is food and Friday focuses on home and garden.