Network 10 unifies brand across TV and streaming in major overhaul

Network 10 has aligned its broadcast and streaming assets under a single, simplified identity in a bid to create a more cohesive and connected entertainment ecosystem for audiences and advertisers.

The rebrand sees 10 consolidate its free-to-air channels, 10 Play streaming platform and programming labels under one consistent brand. Key changes include 10 Peach Comedy becoming 10 Comedy, 10 Bold Drama relaunching as 10 Drama, 10 News First renamed 10 News and 10 Play transitioning to 10.com.au.

The move comes as streaming consumption becomes a dominant force in total TV viewing - 30.1% according to OzTAM’s latest Streamscape report.

By aligning the brand across linear and digital, Network 10 parent group Paramount said it is making content discovery simpler while positioning the network for a “future-focused” content experience.

“We are entering a new era as our brand evolves to more closely reflect the changing viewing habits of our audiences,” Daniel Monaghan (pictured), SVP content and programming at Paramount ANZ, said. “Unifying the 10 brand ensures easier access to our premium content – anytime, anywhere, at no cost.”

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The rebrand is supported by a new visual identity and logo suite that will roll out across broadcast, digital, social and marketing channels. Claudio Amati, head of network creative, said the refresh sharpens the identity first launched in 2018: “It’s bold, refined, and built for the future.”

Beyond brand changes, 10 also announced an expansion of its free ad-supported streaming TV (FAST) offering powered by PlutoTV. New channels launching this year include My Strange Addiction, Homicide Hunters and Aftershock, along with Australian comedy favourites The Cheap Seats and Thank God You’re Here. A new British drama channel from All3Media will also join the line-up in August.

The rebrand follows 10’s 60th anniversary and underscores its pitch as Australia’s “destination for outstanding entertainment” – supported by both local productions and international content from Paramount’s wider portfolio, including CBS, Showtime, Nickelodeon, and Comedy Central.