Australian broadcaster 10 has consolidated its free-to-air, streaming and programming handles under one unified brand as part of a major refresh.
The brand refresh will see 10 Bold Drama become 10 Drama, 10 Peach Comedy become 10 Comedy, 10 News First become 10 News and 10 Play become 10.
The refresh comes as parent company Paramount ANZ aims to simplify the brand architecture for both audiences and advertisers in an increasingly fragmented media landscape.
“The landscape is so fragmented and packed with different brands, and we just wanted to make our master brand really pop,” Claudi Amati, head of network creative at Paramount, told AdNews.
“Our audiences move fluidly through all our platforms, and they don’t delineate between linear and streaming, so the refresh really was simplifying that architecture and modernising our brand identity.”
Daniel Monaghan, SVP of content and programming at Paramount, said the move reflects evolving viewer habits.
“With streaming now a significant and growing component of total TV, unifying the 10 brands across all platforms ensures easier access to our premium content – anytime, anywhere, at no cost,” he said.
10 will also roll out a logo across all its platforms, including linear broadcast, digital streaming, marketing, communications, and social media.
Karen Song, head of network design at Paramount, said the new design is “simple” and “cohesive”.
“It’s used across all of our ecosystems internally from a corporate level down to consumer level,” she said.
“What we’ve learned through all our iterations is that when we don’t have flexibility, it doesn’t serve us. This brand is anchored in flexibility, it’s built to be expressive when we’re leaning into the richness of our content, and to be iconically, recognisably 10.”
The network has also adopted a new tagline, ‘Watch + Stream Free’, after market research found that many viewers were unaware 10’s streaming platform is free.
“We probably would have just preferred a much shorter, more succinct line but the research came back saying that ‘free’ isn’t that well known in the BVOD space,” Amati said.
“That really made the decision for us… we want to make sure we capture every single person, and if that’s what the research is saying, then that’s what we need to do.”
Song said the team has learned a lot since the official rebrand in 2018.
“The fact that we can take the logo that we created seven years ago and build on that, as opposed to completely go and change it and do something new, I think is something to be proud of,” she said.
“The creative and production was done in-house… we’re very proud and excited.”
The brand portfolio includes homegrown productions across reality, drama, comedy, lifestyle, news, and sport, which continue to form the backbone of the programming schedule.
The unified 10 also gives audiences access to international content from Paramount brands like MTV Studios, Comedy Central, CBS, Nickelodeon and SHOWTIME.
10’s digital library will expand further in August with the launch of new FAST channels. The network will also welcome a new British drama channel from All3Media Demand Drama, which will include TV series’ adaptations from novels by English author, screenwriter and actress Lynda La Plante.
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