Network 10

Network 10
Company type	Commercial television network
Industry	Broadcasting, Mass media
Predecessor	0-10 Network
Founded	August 1, 1964; 62 years ago in Melbourne, Australia
Founder	United Telecasters consortium
Headquarters	Sydney, Australia
Area served	Australia
Products	Television broadcasting
Owner	Paramount Skydance Corporation (through UK & Australia division)
Parent	Paramount Skydance Corporation
Website	10play.com.au

Network 10—also referred to as the 10 Network, Channel 10, or simply 10—is an Australian commercial television network fully owned by the Paramount Skydance Corporation through its UK & Australia division. It stands among Australia's five primary national free-to-air broadcasters.

As of 2024, Network 10 holds the position as the fourth most-watched television network and main channel in Australia, ranking below the Seven Network, Nine Network, and ABC TV, yet ahead of SBS.

Origins

Between the introduction of television in Australia in 1956 and 1965, the country’s broadcast landscape was dominated by three networks: the National Television Network (now known as Nine Network), Australian Television Network (currently Seven Network), and the government-funded ABC National Television Service (today ABC TV). During the early 1960s, to counter public dissatisfaction with imported shows and limited local programming, the Australian Government proposed issuing a third commercial licence in each capital city. This first third licence was awarded on 4 April 1963 to United Telecasters, a consortium comprising Amalgamated Wireless, Colonial Sugar Refining Company, Email, Bank of New South Wales, and NRMA.

Australia’s television industry developed in parallel with its two-tier radio system: publicly funded ABC stations financed by government allocations and viewer licence fees, alongside private commercial broadcasters relying on advertising revenue.

Launch

The network began operations as ATV-0 in Melbourne on 1 August 1964 under ownership of Ansett Transport Industries, a leading domestic airline at the time. United Telecasters launched TEN-10 Sydney on 5 April 1965 and later introduced TVQ-0 Brisbane and SAS-10 Adelaide within that year.

Initially branded as the Independent Television System (ITS), it adopted the name The 0-10 Network in 1970 to reflect the channel numbers of its original stations, ATV and TEN.

ATV Melbourne was a pioneer in colour broadcasting, initiating colour test transmissions with horse racing coverage from Pakenham, Victoria in 1967. This milestone led to the network’s First in Colour tagline launched in 1974, preceding Australia's nationwide switch to colour broadcasts on 1 March 1975.

1970–1988: Growth and formative years

During its first five years, the 0-10 Network faced significant financial challenges and was often predicted to fail by the early 1970s.

In 1971, it introduced Young Talent Time, which became a major ratings hit running for seventeen years. The network's financial fortunes improved considerably with the debut of the provocative adult soap opera Number 96 in March 1972. This groundbreaking series dominated ratings for three years and generated substantial advertising income, increasing revenue from $1 million in 1971 to over $10 million by 1972.

From the mid-1960s onwards, audience ratings generally stabilized with Nine Network leading, followed by Seven Network, then 0-10 Network in third place, and ABC TV fourth.

The development of Network Ten is closely tied to media magnate Rupert Murdoch’s attempts to obtain a commercial television licence in Sydney. After purchasing Wollongong’s WIN-4 station and Festival Records during the early 1960s, Murdoch sold WIN in 1977 due to regulatory constraints and acquired a 46% shareholding in Ten Sydney. Although his bid for The Herald and Weekly Times failed in 1979, he secured a controlling interest of 50% in Ansett, giving him influence over Melbourne’s channel 0.

Also in 1979, the network launched another popular soap opera, Prisoner.

On 20 January 1980, following ATV's move from channel 0 to channel 10, the network rebranded as Network Ten. Brisbane’s TVQ remained on channel 0 until it transitioned to TVQ-10 in September 1988. In Adelaide during December 1987, an important frequency and affiliation swap took place between SAS-10 and ADS-7 due to ownership complications; ADS became ADS-10 under Network Ten’s control.

When Murdoch obtained U.S. citizenship in 1985 to broaden his Fox network ambitions, Australian laws mandated he divest his key stations. These were sold to The Northern Star, part of the Westfield Group led by property tycoon Frank Lowy. Following Westfield’s financial difficulties during the 1987 stock market crash, Network Ten was sold in 1989 to a consortium headed by Charles Curran and former journalist Steve Cosser.

Network Ten achieved complete national coverage by launching NEW-10 in Perth in 1988 after advancements in satellite technology. Northern Star consolidated ownership of TVQ-10 after frequency swaps involving DDQ-0 Toowoomba and rebranded CTC Canberra under Network Ten ahead of aggregation.

1989–1994: Financial difficulties and brand revival

By 1989, amid falling audience numbers, network leader Bob Shanks rebranded the channel as 10 TV Australia, introducing a slate of new prime time game shows. Despite these efforts, viewer ratings failed to rebound, resulting in the cancellation of most programs except for Eyewitness News, Neighbours, and E Street.

Northern Star Holdings faced both financial strain and regulatory scrutiny, including an investigation by the Australian Broadcasting Tribunal concerning media ownership compliance, alongside debts stemming from the 1987 stock market downturn. On 1 September 1989, Northern Star announced a significant corporate restructuring, divesting its three smaller stations—ADS Adelaide, NEW Perth, and CTC Canberra—to Charles Curran’s Capital Television Group. This transaction was finalized on 27 October 1989, effectively fragmenting the network.

Entering receivership in September 1990, Northern Star saw the network revert to the Network Ten brand on 13 January 1991, unveiling its inaugural ten watermark logo. The network was placed into liquidation by the New South Wales Rugby League in May 1991. In 1992, Canadian media company Canwest acquired majority ownership of the primary stations, retaining control until 2009. This period also marked a strategic pivot toward younger demographics. Network Ten reacquired its Adelaide and Perth stations in 1995.

1995–2007: Stabilization and growth

Following financial stabilization, Ten Network Holdings listed on the Australian Stock Exchange in 1998. At this juncture, Ten maintained affiliate partnerships with Southern Cross Broadcasting across southern New South Wales, regional Victoria, and Tasmania, as well as with Telecasters Australia in northern New South Wales and regional Queensland.

In 2001, Ten debuted Big Brother Australia, marking its foray into reality programming. The series premiere became the highest-rated show of the evening, with Big Brother evolving into a signature program throughout the decade, spanning eight seasons. Although subsequent seasons aired on competing networks, plans are in place for its return to Ten in 2025. Capitalizing on this success, Ten launched Australian Idol in 2003, which sustained strong ratings until 2009.

The year 2004 represented Network Ten’s most successful performance since the 1970s; it secured victories in two rating weeks and finished second nationally behind the Nine Network, surpassing the Seven Network. This outcome signified a notable improvement from prior years when Ten generally ranked third.

In 2005, Canwest engaged in negotiations with newspaper publisher John Fairfax Holdings regarding a potential sale of the network amid anticipated easing of Australia’s media cross-ownership regulations. Fairfax had previously owned the Seven Network until 1988 and was seeking re-entry into television broadcasting.

On 21 August 2005, Network Ten commemorated its 40th anniversary with a two-hour retrospective hosted by Bert Newton and Rove McManus. Later that year, on 27 October, Ten announced the termination of its long-standing morning program Good Morning Australia, concluding Bert Newton’s 14-year association with the network; he subsequently returned to Nine. The program was succeeded by 9am with David & Kim, which aired from 2006 to 2009.

Between 2006 and 2008, Ten held exclusive broadcasting rights for Sydney New Year's Eve, before these rights reverted to Nine in 2009.

On 7 August 2007, Network Ten entered an agreement with Foxtel to distribute Ten’s digital broadcast via Foxtel’s cable and satellite platforms. Prior to this arrangement, Ten was accessible on Foxtel only through analogue transmission and digitally on Austar in standard definition. In October of that year, Ten also announced that its digital signal would be available on Optus Television starting December.

On 16 December 2007, Ten HD launched as a dedicated breakaway channel—the first new commercial metropolitan channel introduced in Australia since 1988. This service ceased transmission on 25 March 2009 and was supplanted by the sports-oriented high-definition channel One HD.

2009–2015: Divestment by Canwest and Introduction of Multichannels

On 24 September 2009, Canwest divested its 50.1% interest in Ten Network Holdings for $680 million as part of efforts to alleviate substantial debt burdens. Later that year, Canwest sought creditor protection due to liabilities totaling CA$4 billion across its media portfolio.

James Packer re-entered the Ten Network on 20 October 2010 by acquiring a 16% share, four years after selling his holdings in PBL Media to the private equity firm CVC Asia Pacific.

The digital channel Eleven (currently known as 10 Peach) was launched on 11 January 2011, focusing on the demographic aged 13 to 29. Popular programs such as Neighbours and The Simpsons were shifted to this new channel. The venture was a collaboration with CBS Studios International, which retained a 33% ownership stake.

On 8 May 2011, Ten revamped its sports channel One (now 10 Bold), expanding its content to general entertainment targeting a male audience, positioning itself against competitors like 7mate.

In 2012, several new programs introduced by Ten failed to gain traction, resulting in a ratings slump that placed the network fourth behind ABC TV for over thirty consecutive nights. This downturn led to Chief Programming Officer David Mott stepping down.

By September 2012, Ten entered into a partnership with TVSN to broadcast the TVSN datacast channel on its metropolitan free-to-air multiplex.

Amidst declining advertising revenues and audience numbers, Ten recorded a loss of $12.9 million in late 2012 and announced workforce reductions alongside potential production centralisation.

On 17 September 2013, Ten debuted Spree TV, a free-to-air datacasting channel dedicated to paid programming and home shopping content, developed in partnership with Brand Developers.

Regional analogue transmissions were discontinued on 10 December 2013.

Ten marked its 50th anniversary on 1 August 2014 with the special program 50 Years Young, which aired on 3 August following schedule adjustments.

On 15 June 2015, Foxtel—partly owned by News Corp Australia—secured a pending ACCC-approved acquisition of a 15% stake in Ten Network Holdings. Prior to this, Discovery had withdrawn from a bidding alliance with Foxtel. In July 2015, Paul Anderson was appointed as CEO.

2016–2017: Affiliation Changes and Financial Challenges

The high-definition simulcast of Channel 10 recommenced on 2 March 2016, relegating the channel formerly known as One (10 Bold) to standard definition only.

On 29 April 2016, the Nine Network terminated its regional affiliation with WIN Television amid litigation concerning its catch-up service, 9Now. Subsequently, Nine entered into a new agreement with Southern Cross Austereo—the primary regional affiliate of Ten at that time. Following this development, Ten secured a five-year affiliation deal with WIN Television commencing on 1 July, designating WIN as the distributor of Network Ten content across regional Queensland, Northern and Southern New South Wales, Victoria, Tasmania, South Australia, Western Australia, the Australian Capital Territory, and the Gold Coast. Bruce Gordon—owner of WIN and the largest shareholder in Ten—intended to increase his stake pending changes in media ownership regulations.

After reporting a $232 million loss for the half-year period, key investors Lachlan Murdoch, Bruce Gordon, and James Packer withdrew support for a $250 million guaranteed loan designed to avert receivership and replace an existing $200 million loan due in December. On 13 June, Ten requested a trading halt on the Australian Securities Exchange for two days while assessing receivership options and subsequently entered voluntary administration on the following day.

Administrators revealed on 28 August 2017 that CBS Corporation—a U.S.-based media company holding a one-third stake in multichannel Eleven and acting as Ten’s largest creditor—had agreed to purchase Ten for $123 million. CBS refinanced the network’s debts, including loans linked to billionaire shareholders Packer, Murdoch, and Gordon. Existing shareholders forfeited their investments.

A joint bid by Gordon and Murdoch was presented but not endorsed by administrators. At a creditors’ meeting held on 12 September, CBS’ proposal received overwhelming approval amid concerns regarding Murdoch’s previous management tenure and possible job losses under Murdoch/Gordon ownership.

The transaction was completed on 16 November 2017 with share ownership transferring to CBS Network Ten BV, a company registered in the Netherlands.

2017–2024: Transition under CBS and later Paramount ownership

Following its acquisition by CBS, the network was incorporated into CBS Studios International. Ten increased its funding for Australian programming, utilizing cost savings from ending its content agreement with 21st Century Fox. In 2019, CBS reestablished an internal advertising sales division, concluding Ten’s four-year collaboration with the Foxtel-linked Multi Channel Network (MCN). A primary objective behind CBS’s purchase was to introduce its streaming platform, CBS All Access, to the Australian market under the name 10 All Access in December 2018.

On 31 October 2018, the channel rebranded as Network 10, unveiling a refreshed "10" logo designed to present itself as a "bold alternative" with an emphasis on enjoyment. The subsidiary channels Eleven and One were relaunched as 10 Peach and 10 Boss, aimed at younger adults and mature viewers respectively. Due to trademark conflicts, 10 Boss was renamed 10 Bold in December 2018.

After the December 2019 merger of CBS and Viacom forming ViacomCBS, Network 10 joined forces with Viacom’s UK Channel 5 under the umbrella of ViacomCBS Networks UK & Australia starting January 2020. By April, Viacom’s Australian channels were consolidated under Network 10’s sales operations, ending their prior affiliation with Foxtel Media. Network 10 also collaborated on content production with Channel 5, including the drama series Lie With Me and the documentary The Royals Revealed.

On 13 July 2020, Network 10 announced plans for a third digital channel, 10 Shake, which launched on 27 September. This channel broadcasts Nickelodeon’s children’s shows during daytime hours and features edgier content from Comedy Central, MTV, and late-night CBS programming during primetime.

To accommodate the launch of 10 Shake on 16 September 2020, several channel adjustments were made affecting TVSN, 10 HD, Spree TV, and positioning 10 Bold exclusively on channel 12.

In March 2021, Network 10 resumed its affiliation with Southern Cross Austereo for regional broadcasting starting July for a minimum of two years, reversing its previous partnership with WIN.

In February 2022, Network 10 in conjunction with Paramount+ commissioned NCIS: Sydney, expanding the popular CBS drama franchise into Australia.

ViacomCBS rebranded as Paramount Global in February 2022 as part of a comprehensive corporate repositioning.

On 12 August 2022, Spree TV ceased operations and was succeeded by Gecko on 18 September.

It was announced on 22 June 2023 that from 1 August, 10 Shake would be rebranded as Nickelodeon, incorporating programming from Nick Jr., Nickelodeon proper, and Nick at Nite. Following this change, the Foxtel pay-TV Nickelodeon channel was discontinued.

On 5 June 2024, Network 10 declared that its multi-channels would undergo renaming: 10 Peach would become 10 Peach Comedy and 10 Bold would be known as 10 Bold Drama, effective from 12 June.

Network 10 marked its sixtieth anniversary on 1 August 2024.

2024–present: Acquisition of regional affiliate stations

On 17 December 2024, Southern Cross Austereo revealed its agreement to divest regional television licenses in Regional Queensland, Southern New South Wales/ACT, and Regional Victoria to Network 10. Under this arrangement, SCA is entitled to a portion of the earnings generated by these stations for five years following the transaction’s completion. The sale was officially concluded on 1 March 2025.

Subsequently, on 13 February 2025, Network 10 announced its purchase of the Northern NSW/Gold Coast affiliate from WIN Television, with the transaction finalized on 1 May 2025. These acquisitions mean Network 10 now has direct ownership and operational control over the four principal regional licenses along Australia's eastern seaboard, making it the second network after the Seven Network to hold such a position.

In June 2025, preceding a programming schedule overhaul scheduled for the evening of 30 June, Network 10 initiated a rebranding effort to create a cohesive identity across its platforms. This included removing the circular element from its logo, integrating 10Play more closely under the "10" brand to synchronize its broadcast and streaming services, and simplifying multichannel titles—renaming 10 News First, 10 Bold Drama, and 10 Peach Comedy as "10 News," "10 Drama," and "10 Comedy," respectively.

Local programs

Network Ten’s Australian content slate features shows such as Neighbours, Gogglebox Australia, Australian Survivor, I'm A Celebrity...Get Me Out of Here!, The Amazing Race Australia, MasterChef Australia, Shark Tank Australia, Bondi Rescue, Ambulance Australia, Big Brother Australia, Talkin' 'Bout Your Generation, House Hunters Australia, Airport 24/7, The Dog House Australia, Dogs Behaving (Very) Badly, Have You Been Paying Attention?, The Cheap Seats, Thank God You're Here, Taskmaster Australia, The Inspired Unemployed, Impractical Jokers, Deal or No Deal, Sam Pang Tonight and the annual AACTA Awards.

International programs

Network 10 acquires American television content through partnerships with affiliated companies including Paramount Global Content Distribution, Nickelodeon International, Miramax, United International Pictures, DreamWorks, Walt Disney Studios Motion Pictures / Pixar, Warner Bros. International Television Distribution, Umbrella Entertainment, and Transmission Films. Historically, the network maintained a robust alliance with Paramount Global for Australian broadcast rights.

Following Network 10’s bankruptcy and subsequent acquisition by CBS on 27 October 2017, its studio production agreement with 20th Century Fox was terminated. This led to the loss of broadcasting rights for shows such as The Simpsons and Modern Family, many of which then transitioned to Disney-affiliated Seven Network.

In 2018, Network 10 secured a fresh content licensing agreement with Warner Bros. and Roadshow Entertainment, ensuring programming rights extended through to 2025.

Collaborative International Programming

American content shared across 10, Seven, and their respective digital multi-channels is acquired through partnerships with CBS Studios, DreamWorks / DreamWorks Animation, and Warner Bros. International Television Distribution.

Agreements with CBS Studios, United International Pictures, DreamWorks / DreamWorks Animation, Walt Disney Studios Motion Pictures / Pixar Animation Studios, and Warner Bros. International Television Distribution supply programming that is jointly broadcast on 10 and Nine.

Content distributed between 10 and ABC is obtained via arrangements with Nickelodeon International and Warner Bros. International Television Distribution.

Previously Broadcast Content

The channel formerly aired productions from 20th Century Fox during the periods 1980s–1997 and 2007–2017, Regency Enterprises between 2015 and 2017, and Sony Pictures throughout the 1990s until 2020. Additionally, it featured titles from NBCUniversal (1988–2016), Metro-Goldwyn-Mayer (late 1990s–2004), Touchstone (2017–2022), Roadshow spanning the 1980s–1990s and again from 2018 to 2024, as well as Lionsgate Films (2019–2024).

In 2009, after more than two decades, Network 10 lost Universal Pictures rights when the Seven Network secured a significant $500 billion long-term broadcast agreement.

News and Current Affairs

Network 10’s news division, known as 10 News (previously Ten News, Ten Eyewitness News, and 10 News First), produces local evening bulletins on weekdays along with national bulletins during weekday lunchtimes, afternoons, late nights, and weekends.

The division utilizes content access from sister network CBS News for international news coverage. Rebroadcasts of CBS's CBS Mornings air overnight on weekdays and Sunday mornings.

A 2006 agreement with CBS, reportedly valued at A$6 million per year, grants Network 10 access to CBS News footage and programs such as 60 Minutes, Dr. Phil, Late Show with David Letterman, and 48 Hours. This deal followed unsuccessful renewal talks between CBS and Nine Network, which declined an $8 million annual offer. Subsequently, Ten sublicensed some of this content back to Nine.

On 31 July 2012, Network 10 acquired rights to Entertainment Tonight after it left Nine amid reductions in overseas programming.

Confronted with declining advertising revenues and audience numbers in late 2012, Network 10 announced a $12.9 million loss that prompted staff redundancies and plans to centralize production operations.

A significant restructuring in September 2020 merged local bulletins for Brisbane and Adelaide into editions produced in Sydney and Melbourne respectively, while production of Perth’s bulletin was relocated back to Sydney. Between February 2023 and August 2024, these adjustments were progressively reversed: Adelaide and Melbourne regained separate bulletins; Perth’s bulletin production returned to Subiaco; and by September 2024, Sydney and Brisbane resumed individual editions.

Sport

Network 10 holds a prominent position within Australian sports broadcasting, with all its sports-related programming on 10 and associated multi-channels collectively branded as 10 Sport. Following the acquisition by Paramount, the channel has significantly scaled back its dedication to sports content.

In 2002, 10 joined forces with Nine Network and Foxtel to obtain the broadcast rights for the Australian Football League (AFL), bringing an end to Seven Network’s four-decade dominance. During this period, 10 was responsible for Saturday matches and held exclusive rights to finals. Between 2007 and 2011, 10 and Seven shared AFL broadcasting rights through a $780 million agreement, splitting finals coverage and alternating grand final telecasts. After the 2011 season, 10 ceased its AFL broadcasts.

The network covered the 2007 Rugby World Cup and took over airing the Formula One World Championship in 2003 after Nine Network discontinued it. Entering elite domestic cricket in 2013, 10 secured exclusive broadcast rights for all Australian Big Bash League (BBL) games by investing $100 million over five years. Previously, it had rights to the Indian Premier League.

In collaboration with Foxtel, 10 held broadcasting rights for the 2010 Commonwealth Games. It also acquired the rights for the 2014 Winter Olympics at a cost of AUD$20 million following the withdrawal of major networks due to expensive fees.

In 2018, Network 10 gained the Melbourne Cup Carnival rights after Seven Network concluded its 17-year tenure. The channel also provided coverage of the 2019 Rugby World Cup.

By 2021, 10 expanded its football portfolio, securing comprehensive rights that include the A-League Men, A-League Women, Socceroos, Matildas, along with AFC tournaments such as the AFC Champions League and World Cup qualifiers. These events are broadcast across both Paramount+ and free-to-air outlets.

Availability

Network 10 offers broadcasts in standard definition as well as 1080i high definition. The network’s primary content is delivered via fibre from ATV Melbourne to its metropolitan and regional affiliates. National news is produced by TEN Sydney. Local affiliates incorporate region-specific news bulletins and advertisements. The network operates through owned-and-operated stations including TEN Sydney, ATV Melbourne, TVQ Brisbane, ADS Adelaide, NEW Perth, along with regional outlets such as TNQ, NRN, CTC, and GLV/BCV.

The coverage area is further extended by affiliates owned by entities like Seven West Media (SGS/SCN), WIN Television (MGS/LRS, MDN), as well as broadcasters including Tasmanian Digital Television, Darwin Digital Television, Central Digital Television, and West Digital Television. Moreover, Network 10 is accessible via Foxtel’s cable and satellite pay TV services.

10 HD

Initially launched on 16 December 2007, the 10 HD multichannel operated on channels 1 and 14 for a two-year span before shutting down on 26 March 2009 with the introduction of One HD. It was reinstated on 2 March 2016, simulcasting identical content to the main channel in 1080i high definition.

Since 2002, Network 10 had utilized HD demonstration loops during business hours for retail displays. After Nine Network’s reintroduction of 9HD in November 2015, Network 10 announced intentions to relaunch 10 HD but faced delays due to technical complications and rights negotiations. Preliminary signals were detected in February 2016 through smart TV alerts.

The formal return took place at 3 pm on 2 March 2016, aligning with the commencement of the Virgin Australia Supercars Championship season. This transition resulted in One being downgraded to standard definition on channels 1 and 12. For its HD broadcasts, Network 10 employs MPEG-4 compression technology.

Streaming platform

The network's complimentary video on demand and catch up TV offering, known as 10 (previously 10Play), was launched on 29 September 2013, succeeding the earlier limited catch-up website. In December 2022, the platform incorporated FAST channels. Users can access the service through web browsers, mobile applications, smart televisions, set-top devices, and gaming consoles.

Paramount+

On 4 December 2018, 10 All Access was introduced as an ad-free subscription streaming service, providing localized CBS All Access content alongside 10’s own library and original productions. The service also featured live CBS News broadcasts and early viewing opportunities for select CBS programs.

After the 2019 merger between CBS and Viacom, ViacomCBS revealed plans in August 2020 to unify CBS All Access, Showtime originals, Paramount Pictures films, and regional content under a single global streaming brand. This transition included rebranding existing services such as 10 All Access. On 16 September 2020, it was announced that 10 All Access would become Paramount+ by mid-2021.

Paramount+ officially launched in Australia on 11 August 2021. The platform premiered the second season of Five Bedrooms alongside Australian originals including Spreadsheet, Last King of the Cross, and the feature film 6 Festivals. In 2022, Paramount+ acquired exclusive Australian rights to FA Cup coverage and broadened its local content lineup with series like The Bridge Australia, Couples Therapy Australia, teen drama More Than This, lifestyle show Undressed, and the documentary Sky Blue: Inside Sydney FC.

Throughout 2023, Paramount+ expanded its original content offerings with releases such as Last King of the Cross, One Night, NCIS: Sydney, The Betoota Advocate Presents, comedy series The Inspired Unemployed (Impractical) Jokers, and the film The Appleton Ladies' Potato Race.

Pluto TV

In August 2023, Network 10 confirmed the introduction of an Australian edition of Pluto TV integrated into its live streaming service, 10 Play. The initial programming included FAST channels featuring box sets of shows like South Park, I Love Lucy, and Happy Days. Additionally, branded streams from MTV and Nickelodeon such as MTV Reality, Nick Classics, and Nicktoons were part of the launch lineup.

Controversy

In 2006, Network Ten appointed two content censors for Big Brother, attracting scrutiny from Federal Communications Minister Senator Helen Coonan. Consequently, the program formerly titled Big Brother Uncut was renamed Big Brother: Adults Only for that season. The Australian Communications and Media Authority (ACMA) determined that Network Ten violated the Commercial Television Industry Code of Practice on two occasions related to the 2005 broadcasts of Big Brother Uncut, citing incorrect classification under Television Classification Guidelines.

Despite efforts to moderate content, Big Brother: Adults Only continued to generate controversy and was ultimately cancelled prematurely following an alleged sexual assault within the house. This incident provoked widespread public criticism and calls for cancellation, including appeals from the Australian Prime Minister urging Network Ten to implement stricter self-regulation.

Prior to the fifth anniversary of the September 11 attacks, Network Ten aired a documentary entitled 911: In Plane Site, which examined conspiracy theories surrounding the event. This broadcast led Federal Labor MP Michael Danby to call for the dismissal of the station’s programming director.

On 8 October 2008, ACMA found Network Ten guilty of breaching the Commercial Television Industry Code due to subliminal advertising during the 2007 ARIA Music Awards. The network had embedded single frames lasting one twenty-fifth of a second into the transmission. This practice was uncovered by ABC's program Media Watch.

Logo and identity evolution

Between 1964 and 1984, the four stations comprising Network Ten—ATV-0/ATV-10 Melbourne, TEN-10 Sydney, TVQ-0 Brisbane, and SAS-10 Adelaide—each operated under their own unique logos. Throughout the mid-1960s to the early 1980s, several logos were introduced that represented the network as a whole.

By the end of 1985, a standardized logo was adopted by ATV-10, SAS-10, and TEN-10: a circular emblem featuring "TEN" designed to resemble a neon sign. TEN-10 first unveiled this design on 16 January 1983, followed by ATV-10 in 1984 and SAS-10 in 1985. Meanwhile, Brisbane’s TVQ-0 launched a comparable neon-inspired "TV0" logo in April 1983.

On 24 January 1988, the "X TEN" logo was introduced by ATV-10, ADS-10, and TEN-10. This branding was soon embraced by NEW-10 Perth in May and by TVQ-0—renamed TVQ-10—in September of the same year. The network underwent another rebranding on 23 July 1989, adopting the name "10 TV Australia."

A fresh logo debuted on 13 January 1991, showcasing lowercase "ten" enclosed within a circle. Over the next 27 years, four variations of this design appeared. Initially, it featured a metallic ring surrounding a blue circle with yellow lettering. During the 1990s, the ring’s color alternated among white, silver, metallic hues, and yellow; ultimately, yellow became permanent with the launch of the "Electric" ident on 1 October 1999.

With the advent of HD broadcasting on 16 December 2007, the logo was enhanced with a glossy “ball” effect. Later, on 22 June 2013, both the ring and text were updated to blue.

On 31 October 2018, Network Ten introduced its first significant rebrand since 1991, replacing the textual "ten" with a numeric "10" enclosed within a circle. This identity was further simplified on 30 June 2025 by removing the circle entirely and adopting a standalone "10" as the primary mark. This change coincided with updates to multichannel brands 10 Comedy and 10 Drama.

Slogans

The 0–10 Network (1970–1980)

1970: Make Love, Not Revolution! (In response to Seven Network's "Revolution" campaign)
1974–1975: First In Color (Used in Melbourne/Sydney/Adelaide)
1976: The Big Parade! (Melbourne/Brisbane; inspired by "Seventy-Six Trombones")
1977: I Like It! (Based on Silver Convention's song)
1978: Channel Ten is the Great Entertainer! (Sydney)
Summer 1977/78: Keep Your Eye on the Circle, Keep Your Eye on The 0! (Melbourne/Brisbane)
1979–1980: Come Up to TEN! (Sydney/Adelaide)

Network Ten (1980–2018)

1980 (Melbourne), 1981 (Adelaide): You're on Top with Ten!
1982–1983: Reach from the Stars on Channel 10! (Melbourne)
1983–1984: You're Home on Ten (Melbourne/Sydney/Adelaide; station ID music used in 1985–86)
1985–1986: It's Your Home on Ten! / 'Cause You're Home on Ten (Melbourne/Adelaide)
1985–1988: Ten out of Ten Australia – We Give You Ten (Sydney/Adelaide)
1988: We're For You! (Ten's for You!)
24 January 1988 – 23 July 1989: X TEN (also employed by Capital Television after aggregation in Southern NSW/ACT)
1989: Something's Going On Around Here! / Look! You've Got a Friend on TEN
23 July 1989 – 13 January 1991: 10 TV Australia (also Capital Television)
1990–1994: The Entertainment Network (also used by Star Television and Capital Television)
Summer 1990/1991: Channel Ten's Summer of Entertainment!
1991: That's Entertainment! (incorporated elements from CBS's "Get Ready 1990"; also used by Capital Television and QTV)
1992: This Is It! (adapted from ABC and Fox slogans; also Northern Rivers Television NRTV)
1993: It's on Ten! (inspired by FOX's slogan)
1994: That's Ten! (also Ten Capital)
February 1995 – November 1997: Give Me Ten!
Summer 1997/98: Have a Cool Summer
February 1998 – August 1999: Turn Me On Ten
September 1999 – November 2000: Ten.
Summer 2000/01: Let Ten Entertain You...
11 February 2001 – 22 January 2012: Seriously Ten
Summer 2009/10: Summer's Looking Good!
2012 (22 January – 6 May): Turn It On (based on David Guetta feat. Nicki Minaj's song)
1 January 2014 – 31 October 2018: Turn on 10
1 August 2014: 10, Celebrating 50 Years Young

Network 10 (2018–present)

31 October 2018 – 23 October 2019: TV with a Twist
23 October 2019 – 15 October 2020: Now You're Talking
15 October 2020 – 12 July 2022: There's No Place Like 10
12 July 2022 – 30 June 2025: TV That's So Good
6 October 2022 – present: A Mountain of Entertainment (shared slogan with Paramount+ streaming platform, referencing Paramount Pictures' logo)
30 June 2025 – present: Seriously Good Entertainment

External links