Ten will launch its latest multichannel, 10 Shake, on September 27.
The new channel, the fourth for the network, will tap into parent company ViacomCBS’ content library to capture a younger audience.
From 6am to 6pm, 10 Shake will target kids with shows such as The Loud House, Henry Danger, Sam & Cat and The Thundermans, the first time they’re available on free-to-air.
From 6pm, it will target adults with shows such as Teen Mom Australia, Ridiculousness, Catfish: The TV Show and The Daily Show With Trevor Noah making their free-to-air debuts.
Speaking about the multichannel's launch last month, Rod Prosser, Ten’s chief sales officer, told AdNews it was being met with strong demand from advertisers.
“We're really excited about it because it gives us an opportunity to talk to advertisers that have either steered away from free-to-air and spent some of their dollars in the social video world and also bring new advertisers into the free-to-air platform just because the content is really quite different, really quite young,” he said at the time.
“So, we're going to have a lot of fun with it, we're going to change our ad loads for shorter duration breaks.
“There's really quite a wide range of brands and categories we're talking to, which took us by surprise. Once we launched and took it to market, the interest has been really high, which is really great. So we're trying to get it up on air as soon as possible but clients have really engaged, which is good.”
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