From tonight 10 Boss will be no more with it undergoing a rebrand to 10 Bold.
A statement from Network 10:
“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.”
