Has 10 revealed the name of its highly anticipated new fourth broadcast channel?
In a trademark filing lodged on Thursday, Network 10 has applied for the right to use the name 10 Jamm for a new media venture.
10 confirmed it would be launching a fourth channel at a media event in May. So far the network has refused to confirm any details about the new channel, other than it will be a broad entertainment channel designed to target the under 50’s demographic.
Last year, TV Blackbox’s Steve Molk reported 10 was exploring plans to utilise MTV reality titles including Teen Mom, Catfish and Georgie Shore on the fourth channel.
10’s parent company ViacomCBS is committed to supplying first-run MTV and Nickelodeon programming to Foxtel and Fetch TV. However, the door remains open for 10 to utilise older MTV library content on free-to-air.
In a podcast interview with Mumbrella, 10’s executive vice president and chief content officer, Beverley McGarvey stated;
“MTV is not just a music channel; they have a lot of brands now that are reality and entertainment. The world has moved to a place where music can be a strong vertical within a brand, but it has to have strong entertainment as well to service broad audiences”
10 also has the potential of sourcing content from the extensive ViacomCBS library of content which includes platforms including Paramount Network, BET and Comedy Central.
10 recently added a 6-hour programming block of Nickelodeon library content to its 10Peach channel.
The 10 Jamm trademark is still early in an approval process that provides an opportunity for objectors to note any potential conflict.
In Nov 2018, TV Blackbox exclusively revealed the network had been required to rename its 10Boss channel to 10Bold after the Nine owned publication AFR enforced a trademark it already held for the Boss brand.
With Masterchef performing strongly, and 10Bold routinely ranking as the number one multichannel, 10 is having its best year in recent memory. However, a lack of an additional multichannel has been holding the broadcaster back in overall network ratings share comparisons.
Seven currently broadcasts four channels on its platform, while the recent addition of 9Rush has boosted the Nine stable to five channels.
10 has been approached for comment