Ten caves and renames ’10 Boss’ as ’10 Bold’
10 Bold had the biggest audience share for a multi-channel last night
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?
Ten insists the only thing changing is the name, and has released the new logo.
The statement from Ten had numerous jibes at its rival Nine, which today celebrated its first day trading as one company with what used to be known as Fairfax, publisher of The AFR.
It’s unclear if Nine has broadcast or wider digital aspirations for its Boss brand, but Fairfax had previously commented: “Boss is a long-held, well-established trade mark of Fairfax’s and we take our intellectual property rights seriously.”
Today, Nine welcomed the move, but said the matter remains before the court.
“We welcome the decision of Ten to rebrand their channel from 10 Boss in recognition of the heritage and value of AFR’s Boss magazine. However, the matter remains before the court,” an AFR spokesperson said.
The full backdown from Ten is below.
It’s better to be bold than bossy
“There is so much to love about 10 Boss – the brand, the attitude, the position. 10 Boss does a great job of representing the slate of drama, action, live sport and kick-arse programs it airs. We invested heavily in making it great and it looks really really good next to all our new brands – 10, 10 Peach, 10 Play, 10 Daily and 10 All Access. Viewers are digging it!
“But some were not so happy, as so often is the case. And it didn’t take long for Fairfax Media to voice their displeasure at the name. Fairfax and Nine thought we were trying to rip off their BOSS brand. Really!
“Anyone that knows 10, knows we’re no Grinch. So in the spirit of giving and as an early Christmas present to our friends at Nine, we’re flicking the switch to 10 Bold. That’s right, from tonight 10 Boss will become 10 Bold. We think it’s better to be bold than bossy.
“We want to start 2019 fresh with a great suite of channels and with brands that work. We want to focus on creating great content for our viewers.
“The only thing changing is the name. 10 Bold will still be the home of some of the boldest characters on TV – think Madam Secretary, Judge Judy, MacGyver, Lieutenant Olivia Benson from Law & Order: SVU and Cordell Walker from Walker, Texas Ranger. Your favourite shows like NCIS and CSI: Miami also remain, not to mention the Formula One, MotoGP and A-League. And it will still be targeted at women and men over 40.
“It’s a bold move we know packing up 10 Boss as a present to Nine but we know it’s the content and the attitude you love about the channel and that’s not changing. Since relaunch, the channel’s commercial prime time share has grown. Yep, grown.
“And as Christmas is a time for forgiveness, joy, hope and peace, we wanted to end 2018 the way we intend to start 2019 – bigger, bolder and brighter.”
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