10 and 10 play ➔ 10
10 Peach Comedy ➔ 10 Comedy
10 Grashed Drama ➔ 10 Drama
10 news first ➔ 10 news
10Play.com.au ➔ 10.com.au
In a scoop for Australian broadcasters, Network 10 is consolidating its free-to-air (10), streaming (10 play) and programming handles under one Unified 10 brand.
Described as “a brand evolution” it sees a consistent identity system in all contact points – regardless of where the audience looks.
10 bold drama becomes 10 drama, 10 peach comedy becomes 10 comedy, 10 News first become 10 News And 10 play will just be 10 with shows that tease ‘Watch and Stream Free’.
10Play.com.au will trim 10.com.au.
The logo has also dropped the long -known circle for a cleaner look.
https://www.youtube.com/watch?v=FB-hUPRXD3M
Karen Song, head of network design, Paramount Australia said: “We have cleaned up our brand architecture, and that means that we have lost many of those sub -brands that had no place or had no place or had to resonate in the current market.
“Really, it’s just streamlining, building on the equity we already had, ensuring that we are modernized and future fit.”
Claudio Amati, head of Network Creative, Paramount Australia said: “It’s about simplifying what a really messy market is with so many brands that are there. There is a subscription, there is free TV, and we really wanted to ensure that 10, the Mastermerk, the hero.”
Paramount’s Portfolio, includes MTV Studios, Comedy Central, Nickelodeon, CBS, Showtime and Select -Hits from Paramount+. Currently, viewers have access to an abundance of live, free, advertised TV (fast) channels powered by Plutotv die entertainment, lifestyle, drama, children, reality, comedy, talk shows, TV series, box sets, films and more.
The digital library of 10 will continue to grow this year with the launch of new fast channels: my strange addiction, murder hunters and after -shock, plus Australian comedy favorites of Working Dog – The cheap seats And Thank goodness you are here -also participate in the Fast Channel-Line-Up in August.
10 will also welcome a new British drama canal from All3Media Demand Drama, including the adjustments to TV series from novels by screenwriter Lynda La Plante.
L to r: Claudio Amati, Karen Song,
According to Amati, the renewal of similar movements in the UK follows.
“We take the lead of Channel Five with the messages ‘Watch and Stream Free’. They used ‘Watch and Stream’ actually. But we did research to ensure that we were all the contact points. And what the research came out five or six months ago was that there was confusion about which services you were free and what services you explained,” he explains, “he explains.”
“We have decided to add the word ‘free’ at the end of that slogan … It also distinguishes us from Paramount+, which is clearly our SVOD.”
The redesign was led internally, in the pipeline for six months with minimal outsourcing to third parties.
“In terms of production, what is creative, we have done all that internally, parallel to our (company as usual),” says Song. “The promos that we have to produce about all our distribution channels, billboards, socials, everything.
“We have probably not worked on it since October since October, but more in the last eight weeks when we performed it.”
“We are both veterans at the age of 10. I come to 25 years and Karen comes to 20 years,” Amati continues.
“We have experienced the entire evolution of the serious brand, and then the evolution of bringing in the digital channels, 10play. We started when there was only one 10, so we understood when we were what we were standing for.
“Then all these other things started to come from the left, right and in the middle and they really started making the market too messy.
“Really, this is that we just retreat it now and strip it down and make it easier for consumers to understand.”
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