Asturian journalist Luján Argüelles has signed with upcoming Spanish digital terrestrial network La Séptima to host a new weekend morning current affairs show. The presenter will anchor the live broadcast on Saturday and Sunday mornings as the newly established broadcaster builds its weekend schedule ahead of its official launch.
La Séptima announced the signing across its social media channels using a lighthearted video in which Argüelles revealed her upcoming television project after being approached by a reporter. The hiring adds another prominent broadcaster to the new station, which is building its programming lineup around live news coverage and public debate.
High-profile roster and live broadcast focus
The new morning show will be directed by journalist Javier Ruiz, joining a growing team of high-profile presenters signed by the network. Recent additions to the station include Rocío Delgado, Alba Carrillo, Marta Márquez, and Héctor de Miguel as the channel prepares to broadcast all of its television programmes from a single, unified studio set.
Media executive José Miguel Contreras, who previously co-founded Spanish television channel laSexta, is finalizing the launch of La Séptima. In an interview with national news agency EFE, Contreras explained that the generalist channel aims to become a primary reference point for current affairs across Spain.
Contreras stated that the network will move away from traditional broadcasting formats by focusing entirely on live news, detailed analysis, and ongoing conversation. He confirmed that the channel will dispense completely with fiction series, feature films, and large entertainment formats in order to dedicate its schedule to real-time information.
Seven key pillars of the launch strategy
The launch comes after the Spanish government awarded parent company SIETE, short for Servicios Integrados de Entretenimiento Televisivo, a new national digital terrestrial television license. The state license carries an initial duration of 15 years and is eligible for future renewal, setting the official start of nationwide broadcasts for 5 November 2026.
In the lead-up to the launch, La Séptima published details of its editorial strategy on X, the social media platform formerly known as Twitter. Operating under a campaign banner titled seven reasons why we mean business, the network outlined its commitment to a future-oriented generalist channel driven by live broadcasting and current affairs.
The network stated that its content will extend beyond traditional television to maintain an active presence across multiple digital platforms. Its promotional campaign emphasized transparent news presentation, active audience engagement, and the creation of a shared civic space for all viewers, closing with a teaser asking audiences if they would be at home at seven.
Investment plans and long-term financial targets
The network's financial roadmap allocates between 20 million and 25 million euros in investment over its first three years of operation, with more than half of that capital deployed during the initial year. The company aims to establish a competitive operational structure capable of securing a position in Spain's highly established broadcast market.
According to the business plan, parent company SIETE targets annual revenues of nearly 40 million euros by the end of 2029, with an operational goal of reaching overall profitability by 2030. The network considers an audience share of between 1.5 percent and 2 percent sufficient to achieve profitability.
Contreras indicated that the network sees realistic potential to reach an audience share close to 3 percent over a relatively short period. Achieving that viewing figure would allow La Séptima to establish a solid competitive presence within Spain's free-to-air television sector as broadcasts begin on 5 November 2026.
