As part of their Brand Voice refresh, Network 10 tasked us with renaming their Eleven and One channels. An interesting project all round, it’s also proved our most controversial naming job yet. Here’s why.
Once known as TV’s wild child, the famous 10 personality had grown quieter and quieter amid financial uncertainty behind the scenes. But after being bought by CBS, they were ready to stage a comeback.
While Ten simply became 10, channels Eleven and One were in for more drastic haircuts.
With strong characters and action that gets you leaning in, One embraced its feisty attitude as 10 Boss. Meanwhile shows with a guilty pleasure, lean back feel led to 10 Peach.
While the internet had plenty to say about the names (and their pairing), it was ultimately 9 with a legal suit that brought down 10 Boss.
Now known as 10 Bold and 10 Peach, 10’s new names continue to annoy/amuse viewers across Australia. But one thing is clear. 10 has people talking again.