Ten unifies brand with one name to rule them all
Today, Network Ten is making a number of significant changes to its station branding, its approach to news journalism, and its streaming service.
The Paramount-owned network is consolidating its free-to-air, streaming, and sub-brands under one name: “10”. The network’s streaming service, 10play, will now become simply “10”, alongside the free-to-air station, which will also be known as “10”.
Elsewhere, 10 Bold Drama becomes 10 Drama, 10 Peach Comedy becomes 10 Comedy, 10 News First becomes 10 News, and 10play.com.au will now be 10.com.au.
“10 Peach and 10 Bold needed to exist when we rebranded in 2018 – you wanted to give variety, and an identity, a sub-brand. But the choice to now simplify those to 10 comedy and 10 drama is because it’s increasingly hard to give meaning to those words: Peach and Bold.”
Almost no effort went into developing “Peach” or “Bold” as brands. Which is fine. Couch Time was a strong effort made with predecessor Eleven, and One being all sport for a time was at least a differentiator.