10 is set to unveil a series of subtle brand tweaks over the next few weeks in conjunction with its revamped early-evening schedule, which starts on 30 June with the launch of its new current affairs program, 10 NEWS+.
The brand tweaks include a simplified naming approach for two of its multichannels — 10 Peach Comedy and 10 Bold Drama — which were previously revamped just over a year ago (changing from 10 Peach and 10 Bold respectively) and will soon be known simply as 10 Comedy and 10 Drama.
The network’s circle-free 10 logo variant (main image), previously used only sparingly across the network, is expected to become the primary logo across promotions, channels, divisions and platforms, as demonstrated by the new branding for 10 Comedy.
The change introduces a somewhat restrictive theme for each channel, even though both currently carry broader programming — with 10 Comedy featuring staples like The Big Bang Theory and Friends, while 10 Drama includes NCIS, sport, and encores from the main channel.
It’s unclear whether there are plans to alter their schedules, but the network’s third multichannel, Nickelodeon — which replaced the kids-oriented “10 Shake” in August 2023 — is expected to remain unchanged.
The new 10 Comedy logo (pictured below) appeared in advanced TV guides for the week starting 22 June, confirming reports TV Blackbox had been hearing about a broader refresh underway.
As previously flagged by Paramount Australia and Network 10 at its annual upfronts last year, its BVOD (broadcast video on-demand) platform 10 Play will soon become simply ‘10’ to align its free streaming service more closely with its main broadcast brand.
The move reflects a similar change made by its sister station Channel 5 in the UK — also owned by US media giant Paramount — which simplified its on-air and streaming branding to just ‘5’ earlier this year to better align across traditional broadcast and online.
TV Blackbox also understands these tweaks will carry through to its news division, with 10 News First set to drop “First” from its title after nearly 7 years — a news service which has gone through numerous names and changes over the years.
The revamped 10 News and its new flagship current affairs program which was confirmed last week, 10 NEWS+ — hosted by new network recruits Amelia Brace and Denham Hitchcock — are set to launch soon alongside the network’s early-evening reshuffle.
10 is busy preparing for the debut of 10 NEWS+ on 30 June, which is set to replace The Project following confirmation of the long-running programs axing last Monday. The 6 nights a week program is set to conclude after 16 years on air, with its final episode airing on Friday, 27 June.
Meanwhile, the network’s 6pm game show Deal or No Deal — hosted by Grant Denyer — is set to move to the bold new time of 7pm from 30 June, with promotions expected to roll out soon to advise viewers of the new schedule.
10 were approached for comment about this story.
I like the changes…I prefer the old circular ten logo though. The old X was the best
I like it, it All sounds Really Good.. but bit weird that Sport will still be on the Channel 10 Drama now, in that case Sport sounds better with 10 Bold and not 10 Drama.!??
Give us a break from the mistake ridden and forced voice of Sandra Sully!/ just can’t watch her.
Bye Bye Circle, nice to know you.
Can’t say I watch FTA anymore, though the channel names being Peach and Bold was always a bit puzzling.
Mark DF Bold was okay, though initially was supposed to be Boss! Peach however has always been an interesting choice.
Good logo. As long as they keep Masterchef, Have u been paying attention & the Cheap seats. They’re the only free to air shows I watch
im sure it was already called 10 Comedy and 10 Drama, im still waiting for Nick to be in my area
Matthew R Brawn For the last year, the channels have both had ‘comedy’ and ‘drama’ in their names respectively.
Again?
Mark Taylor Hard to believe they’re changing them again, isn’t it!?
That’ll do it. 😂
10 Reality!🥰
go woke go broke
You cant polish a turd.
All Australian tv channels are poor! second only to the absolute crap on US tv
Pj you just don’t like good things
Bye bye ch 10
Deal or no deal shattered going to 7 pm
Can’t compare to A current affair and Home and Away
Over and out for most of our country viewers
Too many news programs
already don’t need anymore as well as too many Sport programs
see if they a logie this year
Anybody say lipstick on a pig?
‘Logo ‘ best part of 19 tv!
Mediocrity at it’s finest. Time to pull the plug on TEN/Paramount of whatever they call it.
Gotta give it to them for trying. I like the simplicity of everything they’re doing now, and for years they’ve been playing catch up in terms of marketing and rebranding, which is their biggest hurdle. 7 had the red branding, 9 has blue, and then 10 has blue aswell, and with 2 digits instead of one which made them different also they’re the last so they need to make the best impression and stand out some more. ten worked for a while but it did seem odd or dated. For eg. 2 being ABC, worked as they have a brand other than a number, maybe 10 needs to do the same, something that stands out from the rest that can give it a captivating, inviting feel. I can tell the branding team really tried hard to make the 10 design work and it does, but it will always feel like they are the odd one out due to being double digits for some reason. The colour needs to be different I feel as the blue has already been done by 9 network I feel like that is what is holding 10 back the branding and the memorable side because when we think of blue we have to choose between 9 and 10 and will usually pick 9 just because they are a top network. So I think there needs to be a bigger overhaul to make it compete long term. Maybe you need some fresh eyes.