Australia’s Ten Rebrands, Launches Direct-to-Consumer Service

As part of a rebranding, Network Ten will now be known as Network 10 across all assets, and a direct-to-consumer streaming and subscription VOD service, 10 All Access, is set to launch in December.

Network 10 has a new logo, color scheme and tone. ONE has been rebranded to become 10 Boss, targeting women and men over 40 with programming driven by “bold, confident characters,” while ELEVEN has become 10 Peach, targeting 16- to 39-year-olds looking for “feel-good, escapist entertainment.” 10 Boss programming includes Madam Secretary, Law & Order: SVU, NCIS, CSI: NY and MacGyver as well as Formula 1, A-League and MotoGP. The lineup of 10 Peach includes This Is Us, Sex and the City, Will & Grace, Neighbours and 100% Hotter.

Network 10’s SVOD service will be 10 All Access, which will offer more than 7,000 commercial-free episodes across platforms at launch. This will include the debut of three CBS All Access original series in Australia: Tell Me a Story, One Dollar and Strange Angel, as well as the first season of CBS All Access’s The Good Fight. At launch, 10 All Access will also feature new CBS prime-time series months before they air on Network 10, including Happy Together as well as new seasons of current hits such as MacGyver. 10 All Access’s library will include current shows, past seasons and classic TV hits from Network 10 and CBS such as The Good Wife, NCIS, Frasier, Cheers and Survivor, as well as Australian favorites like Neighbours, The Bachelor Australia, The Bachelorette Australia and The Living Room.

Network 10 Chief Executive Paul Anderson said: “We have changed things up and not only do we have sparkling new looks and brands for 10, 10 Boss and 10 Peach in 2019, with the imminent launch of 10 All Access and other big initiatives the time is right to connect the whole family of Network 10 platforms and channels.

“We are the adventurous alternative, the network that has always taken risks and tried new things—always with a sense of fun and with content that really engages with our under-50s audience.

“Our aim here is simple: make our brands more distinctive, give them stronger cut-through in a hyper-competitive media sector, ensure greater consistency across our family of brands, strengthen our already deep engagement with audiences, and underline our entertainment credentials. If you cut out the jargon, what this means is that TV’s wild child has its voice back.”

Network 10’s Chief Content Officer Beverley McGarvey commented: “How brilliant is it to be launching 10 All Access with three incredible CBS All Access original series in One Dollar, Strange Angel and Tell Me a Story? They are three exciting series that have recently launched in the U.S. Outside of the originals, 10 All Access will be the place where people can enjoy the best binge-worthy entertainment from CBS and 10.”

Anderson added: “It’s great to be working with CBS to give All Access a fresh Aussie twist! 10 All Access fits perfectly into the 10 family and will play a huge part in our future. We want Australians to be able to discover our premium content wherever and however they are looking for entertainment and 10 All Access is an important part of that strategy.”

“The upcoming launch of 10 All Access marks another great milestone for CBS’s digital growth and expansion internationally,” said Marc DeBevoise, president and COO of CBS Interactive. “From CBS All Access in the U.S. and Canada to 10 All Access in Australia, we are dedicated to bringing our renowned programming directly to audiences however and whenever they want to watch.”

“The launch of All Access here is a unique opportunity to expand the 10 brand in the market and create more connections with Australian audiences,” said Armando Nuñez, president and CEO for the CBS Global Distribution Group and chief content licensing officer for CBS Corporation. “It’s also a synergistic business strategy between CBS and 10 that expands the international footprint of All Access and complements 10’s existing digital platforms and the linear broadcast network.”