Ten caves and renames ’10 Boss’ as ’10 Bold’
Ten’s recently rebranded multi-channel 10 Boss is no more, with the network saying it is giving an early Christmas present to Nine and Fairfax by rebranding it as Ten Bold.
Fairfax had objected to the Ten Boss branding on the basis it infringed on the intellectual property rights of The Australian Financial Review’s Boss Magazine. In a sassy release today, Ten caved, but insisted it was actually “better to be bold than bossy”.
10 Bold: Better than Boss?
What a disaster. Fire the brand agency.
Now if only they’d rename Peach…
This was nothing more than a p**ing contest. Most people don’t know the AFR brand Boss, and claiming they do is rediculous. 10 Bold is an awful name for a channel, but I guess they were backed into a corner.
I smell a Lawsuit from Nintendo, for the name Peach.
Surely if it couldn’t be the boss they could have gone with 10 2IC?
I can’t help but think Bold and the Beautiful. Fire the agency indeed.
Still awful.
What on earth must the guys at CBS be thinking…
I think there is a typo there as well. People, please read as “TEN Bold & Beautiful”. Not just TEN Bold.
Someone will be having a bad hair day at the agency front!
How is a brand agency responsible for fairfax’s sensitivities?
At least we know what to rename Peach to…
10 Bold
10 Beautiful
That will be $10k please 10.
As much as I think the names Peach, Boss and Bold are all a bit pointless – and a bit gender-stereotypey – I love this press release. When someone wants to rain on your parade, piss all over theirs, but do it nicely, from a desk, with a smug face, and make it all passive aggressive.
And I’m not joking. I think this kind of attitude will stop the bullshit bullying from competitors. Because consumers don’t like that shit either. So defend with humour.
Shocking name, just like 7 Mate, 9 Gem blah blah blah
More money down the gurgler!
Just over 12 months ago Ten was a basket case in liquidation, relying on Korda Mentha to pay their bills. How soon they forget.
Smart move not to throw hundreds of thousands in legal fees and
Bravo Nine, it just shows who really is the Boss.
@Stephen…So all secondary channel names are bad? Keen to see what you’d come up with that is better than all of them
“Channel 7”, “Channel 9” and “Channel 10” ain’t all that great names either, it must be said…
it’s pals, not ple. Good attempt at humour though. I’m sure your mother is proud of you.
The release read to me as petulant and childish more than sassy.
Just can’t make everyone happy.
Who gives a shit what the channels are called? Punters make a programme decision NOT a channel decision outside of News & Current/Public affairs programmes.
Really, you guys need to chillax.
Cant say i have ever heard of “Fairfax Boss” brand name and the only thing “Bold” about channel Tens name is the choice of old programs it runs. Try putting shows like “Ray Donovan” on and your new name may suit. Sick of 1980 and 90s programs.
the channel 10 network is horrible, for the sake of a more appropriate description
When are you going to make your minds up stop changing the bloody name
No it’s actually princiPLE in this situation… I’m betting your princiPAL won’t be too pleased.
Needs an Aussie flavour.
10 Beaut.
$15K. Ta.
I’m with Big Fella who cares what a channel is called. I’d be happy with 10-1,10-2 etc like the ABC. It would be better all around if we could get some more up to date programmes on all the channels.Also 10 All Access- why would i pay for that?!
10 Dregs ?
People still watch television???
Why did you remove “Walker Texas Ranger”?
My favourite show grrr
I’ve noticed that since 10 bold has become active that the motion of people on the channel especially NCIS seems weird is there a reason for this as it is distracting and hard to follow