Ten to launch new multi-channel 10 Shake: ‘There’s no other offering like it on commercial FTA’
Ten will add another multi-channel to its network this year with the announcement of 10 Shake, a channel which will leverage the network’s relationship with parent company Viacom CBS.
The channel will be split between kids’ programming during the day and ‘edgy’ adult content at night, with Ten’s head of programming Daniel Monaghan saying there’s nothing like it elsewhere on commercial free-to-air (FTA) TV.
“We investigated other avenues [for a fourth channel] before Viacom merged with CBS, but they just weren’t right and we didn’t feel they were a complementary offering to [Ten’s other multi-channels] Peach and Bold. But a lot of the Viacom content, some of the CBS content and some Ten content comes together perfectly to form Shake which has kids in the day and young adults at night,” said Monaghan.
“We still wanted to serve that under 50s, or under 40s for this channel – audience that we attract so well – and having the kids in the day is an added bonus, especially 12 hours of content they may not have seen before. There’s no other offering like it on commercial FTA. I appreciate that ABC has a strong kids lineup on their channel, but it’s exciting for us to be able to do it with powerhouse brands like Paw Patrol and Dora.”
10 Shake will also feature Henry Danger, Spongebob Squarepants, iCarly, Totally Wild, and Blaze and the Monster Machines from 6am to 6pm.
Ten and Viacom CBS chief sales officer Rod Prosser said the new programming will give the network a chance to target more ad dollars from more clients.
“The morning is really targeted at children and youth so that opens up an opportunity for us to talk to a multitude of clients, from retail and toy companies to gaming, the list goes on. That’s created that opportunity for us, not to say that we haven’t had that on the existing channels, but this is much, much more targeted,” said Prosser.
From 6pm, the 10 Shake lineup will include Catfish: The TV Show, The Charlotte Show, The Late Late Show with James Corden, Ex On The Beach, Lip Sync Battle and movies including The Matrix, The Lego Movie and Office Christmas Party.
“We’re thrilled, because our sales proposition and our go-to-market deck is iconic from day one. When you think about the brands and the shows, they’re well-established and, in their own right, iconic,” said Prosser.
“It unlocks new revenues that may have historically advertised on some of the tech platforms for whatever reason – there’s plenty of clients out there that we’re ready to start talking to to unlock that commercial inventory that hasn’t been on FTA before. From our early conversations, there’s a lot of interest.”
Prosser noted home delivery services, or new tech players including apps and gaming, could come on board as advertisers.
“There are some really hot new categories that are just starting to grow which we can tap into.”
The launch comes while Ten has some momentum, with the network achieving its biggest first half commercial share since 2011 in 2020. Monaghan said the multi-channels have always been a strength for Ten and that that will continue with 10 Shake.
“As an under 50s network, Ten is the home of big, broad, family entertainment. Bold is the number one commercial multi-channel and number one in over 40s, and Peach is number one in the 16-39s. Bold is a bit of an outlier in our under 50s network, but it’s all about how you feel inside. You can’t age out of our network, we’re very happy for everyone to come over and watch us. Peach is a familiar warm hug of a channel. Shake fits into the under 40s demographic and it’s not so much a warm hug, it’s indulgent, it’s edgier, it’s loud. We want you to laugh,” he said.
“We’re really happy with the performance of our network this year, but we spent a lot of time in the last 12 months fine tuning Bold and Peach and we’re really comfortable now they’re both number one. We want to surprise and shock people in primetime on this channel. We also want to give parents a chance to sit their preschoolers down to be entertained so they can go about their day. And then we want to entertain the tweens in the afternoon, because we want those kids to be encouraging their parents to watch Masterchef and we want to be able to show them all our network is.”
Prosser also pointed out the additional multi-channel evens the playing field for Ten, giving the network three multi-channels.
“We have been one less channel than our FTA competitors and this gives us an opportunity to improve our total network share, but also just gives us a heap more inventory, and different inventory, that we can go and take to clients. The channel is good in its own rights, but it will be nice to have that total network share increase,” he said.
“We’ve got high hopes for the channel. We’re realistic around what the multi-channel landscape looks like, and we’ve really drawn on the launches of other channels to set our expectations. But what was really important was that we launched in September to give us enough runway to deliver results and for advertisers to understand what the channel was before we hit Upfront negotiations.”
Ten has not yet given a launch date for the new channel.
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10 Bold
10 Peach
10 Shake
Bold
Daniel Monaghan
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ViacomCBS
I wonder if we will be getting 10 shake in regional areas will have to wait and see,
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With quotes like “There’s no other offering like it on commercial FTA … I appreciate that ABC has a strong kids lineup on their channel” and the fact that children watch Netflix, YouTube and everything on tablets; could this be the most irrelevent launch of the year?
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Great to see another channel. Could it please have some local content and not just another dumping ground for American b-grade TV.
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Netflix is not commercial free to air
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@whataboutlocal? American owned network, literally positioning the new channel as the destination to find its American produced content.
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ABC isn’t commercial either? So I think it seems pretty relevant now.
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