Nickelodeon takes over 10 Shake as it splits with Foxtel
Paramount Australia and New Zealand has moved Nickelodeon content in-house as free-to-air channel 10 Shake sets to rebrand to the Nickelodeon channel.
From 1 August, the Nickelodeon content will be accessible via the free-to-air Nickelodeon channel, BVOD service 10 Play and SVOD service Paramount+. Paramount ANZ is the owner of Network 10.
The new Nickelodeon channel will have a dedicated schedule for the popular kids’ series throughout the day.
The daytime slate will begin with the hit preschool series PAW Patrol, then shows including Blue’s Clues & You! and Baby Shark’s Big Show!, as well as free-to-air debuts for new series, Bossy Bear and season three of Ryan’s Mystery Playdate.
SpongeBob SquarePants will take over in the afternoon, alongside The Loud House, The Thundermans, the original iCarly, The Casagrandes and Danger Force.
The evening will see the Nickelodeon channel transforms into Nick@Nite with content for mature audiences, featuring titles such as The Graham Norton Show, Gogglebox UK and The Middle, as well as movies such as Mission Impossible and Star Trek.
10 Shake was launched in 2020 and was said to switch between kids’ programming during the day and ‘edgy’ adult content at night. The network said then that the new programming on 10 Shake would allow it to target more ad dollars from more clients.
Jules Borkent, executive vice president, kids & family for international markets at Paramount said of the rebrand: “As the number-one entertainment brand for kids, Nickelodeon is home to the world’s most beloved characters and stories for kids of all ages. We are thrilled to bring our deep library of content direct to fans in Australia for free as we launch this new Nickelodeon channel.”
Daniel Monaghan, SVP content & programming, Paramount ANZ, said: “From television programming and production around the world, to consumer products, digital, location-based experiences and events, gaming, publishing and feature films, Nickelodeon offers something for everyone and now it is accessible to everyone on our free-to-air Nickelodeon channel.”
In a multi-year deal signed with Foxtel in 2021, Paramount (then ViacomCBS) agreed that Nickelodeon and Nick Jr content would be accessible for Foxtel and Binge subscribers.
A Foxtel spokesperson confirmed that there had been a change in its relationship with Paramount, but said Nickelodeon and Nick Jr content will continue to be available via third-party apps.
“With the rise in on-demand viewing and streaming through the growing number of third-party apps integrated into our Foxtel offering, we have been on a journey of evolving our channel mix.
“With a diverse pipeline of content coming to on-demand via our long-term studio partners from around the world, third-party apps integrated into our Foxtel offering and our growing focus on premium Australian Originals, we have made the decision to make changes to our partnership with Paramount.”
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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