Ten’s Eleven and One channels to become ‘Ten Boss’ and ’10 Peach’ in network rebrand

Ten is expected to rebrand its One and Eleven stations as ’10 Peach’ and ‘Ten Boss’ ahead of unveiling its 2019 line up at its Upfronts in two weeks.

Over the past three months, the network has applied for Trademarks of the ’10 Peach’ and ‘Ten Boss’ names. Ten Boss has been approved by IP Australia while 10 Peach is still under consideration.

A Ten spokesperson told Mumbrella: “We can’t wait to share all the exciting initiatives we have coming up at our Upfronts event, which is a week and a half away.”

The plans, first revealed by the Melbourne Herald-Sun, will see the two channels relaunch as part of CBS’s refresh of the struggling network.

CBS became the surprise owner of the network last November six months after its collapse following a withdrawal of financial support by interests controlled by WIN owner Bruce Gordon, Lachlan Murdoch and James Packer..

Since taking control of Ten, CBS has pulled the network out of the MCN sales joint venture with News owned Foxtel and announced it will launch its streaming service, CBS All Access, locally by the end of the year.

Eleven was launched in 2010 as a ‘distinctly youthful’ channel in a joint venture with CBS. The network pushed many of its staple programs including Neighbours and The Simpsons onto the new channel. Ten lost its rights to The Simpsons and other 21st Century Fox programming following the network going into administration and CBS’s subsequent takeover.

One was established a year earlier in an ambitious plan to be Australia’s only 24 hour free-to-air sports channel. The experiment lasted two years before the channel moved to a general entertainment format.


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