10 Upfronts - Bold, peachy and totally shook up

Chris Pash
By Chris Pash | 15 October 2020

10’s multi-channels are growing, with Bold, Peach and Shake making noise as the cheekier and younger siblings of the network.

“And in 2021, we are throwing a party so out of control that the neighbours down the street at numbers 7 and 9 will be filing noise complaints,” they say.

“Our audiences are not just viewers. They are highly engaged fans. And next year, we are giving them more of what they want.”

Daniel Monaghan, Network 10’s head of programming, says 10 Peach and 10 Bold have really hit their stride with access to the most entertaining and engaging content in the world through ViacomCBS.

“The addition of 10 Shake to our family of channels has been fantastic,” he says.

10 Bold is up 17% year-on year and 10 Peach up 9%.

“I am proud to say we are the only network where all our multi-channels are growing,” he says.

“There is always one show-off in the family, and in our family, that’s 10 Bold. Showcasing the world’s most watched US content, it’s the #1 commercial multi-channel in total people.

“10 Bold is the fastest growing commercial multi-channel, up 18% year-on-year. It’s also up 24% year-on-year in its target audience of people over 40 and has achieved a phenomenal 20 months of consecutive year-on-year audience growth.”

The crime genre is working for 10 Bold with returning fan favourites Law & Order: SVU, NCIS, NCIS: Los Angeles and CSI: Miami and Hawaii 5-0. 

10 Bold also boasts first-run seasons of L.A.’s Finest Season 2, NCIS: New Orleans Season 7, MacGyver Season 5 and SEAL Team season 4.

10 Peach also features Friends, The Big Bang Theory and Seinfeld. It is also the place to go for Mom and 2 Broke Girls, and Neighbours.

Monaghan says 10 Peach is up 33% year-on-year in its key demographic of 16-39. 

“Not only is it the #1 multi-channel in this demographic, but it has also achieved 37 consecutive weeks of year-on-year growth,” he says.

“When we launch a brand new channel, we expect it to shake things up. And if 10 Peach is a warm hug, the new kid on the block 10 Shake is more of a fist bump. Feisty, edgy, loud.” 

Harnessing the power of ViacomCBS’s global library of content, viewers will enjoy first run South Park Season 24, The Daily Show with Trevor Noah and The Late Late Show with James Corden. There will also be free-to-air premieres of Ridiculousness, Teen Mom OG, Comedy Central Stand Up, Ex on the Beach, Drunk History (S4-5), BoJack Horseman (S3-6), Catfish (S6-7), and Tosh.0.

Also joining the 10 Shake lineup is Inside Amy Schumer, Pimp My Ride and the free-to-air Just Tattoo Of Us USA.

Australian-made shows children's shows include Ready Set Dance, Totally Wild, Crocamole and Scope. International friends are Paw Patrol, Blues Clues & You!, Blaze and the Monster Machines, The Thundermans, SpongeBob SquarePants, The Loud House and Henry Danger.

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