Ten caves and renames ’10 Boss’ as ’10 Bold’

Ten’s recently rebranded multi-channel 10 Boss is no more, with the network saying it is giving an early Christmas present to Nine and Fairfax by rebranding it as Ten Bold.

Fairfax had objected to the Ten Boss branding on the basis it infringed on the intellectual property rights of The Australian Financial Review’s Boss Magazine. In a sassy release today, Ten caved, but insisted it was actually “better to be bold than bossy”.

10 Bold: Better than Boss?

Ten insists the only thing changing is the name, and has released the new logo.

The statement from Ten had numerous jibes at its rival Nine, which today celebrated its first day trading as one company with what used to be known as Fairfax, publisher of The AFR.

It’s unclear if Nine has broadcast or wider digital aspirations for its Boss brand, but Fairfax had previously commented: “Boss is a long-held, well-established trade mark of Fairfax’s and we take our intellectual property rights seriously.”

Today, Nine welcomed the move, but said the matter remains before the court.

“We welcome the decision of Ten to rebrand their channel from 10 Boss in recognition of the heritage and value of AFR’s Boss magazine. However, the matter remains before the court,” an AFR spokesperson said.

The full backdown from Ten is below.

It’s better to be bold than bossy

“There is so much to love about 10 Boss – the brand, the attitude, the position. 10 Boss does a great job of representing the slate of drama, action, live sport and kick-arse programs it airs. We invested heavily in making it great and it looks really really good next to all our new brands – 10, 10 Peach, 10 Play, 10 Daily and 10 All Access. Viewers are digging it!

“But some were not so happy, as so often is the case. And it didn’t take long for Fairfax Media to voice their displeasure at the name. Fairfax and Nine thought we were trying to rip off their BOSS brand. Really!

“Anyone that knows 10, knows we’re no Grinch. So in the spirit of giving and as an early Christmas present to our friends at Nine, we’re flicking the switch to 10 Bold. That’s right, from tonight 10 Boss will become 10 Bold. We think it’s better to be bold than bossy.

“We want to start 2019 fresh with a great suite of channels and with brands that work. We want to focus on creating great content for our viewers.

“The only thing changing is the name. 10 Bold will still be the home of some of the boldest characters on TV – think Madam Secretary, Judge Judy, MacGyver, Lieutenant Olivia Benson from Law & Order: SVU and Cordell Walker from Walker, Texas Ranger. Your favourite shows like NCIS and CSI: Miami also remain, not to mention the Formula One, MotoGP and A-League. And it will still be targeted at women and men over 40.

“It’s a bold move we know packing up 10 Boss as a present to Nine but we know it’s the content and the attitude you love about the channel and that’s not changing. Since relaunch, the channel’s commercial prime time share has grown. Yep, grown.

“And as Christmas is a time for forgiveness, joy, hope and peace, we wanted to end 2018 the way we intend to start 2019 – bigger, bolder and brighter.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.