10 Boss rebrands as 10 Bold ahead of court battle

TEN blinks ahead of a legal battle from Nine.

That was quick.

10 Boss is no more, already rebranded as 10 Bold after a legal challenge from the Australian Financial Review.

Fairfax Media, now owned by Nine, objected to the logo and trademark use, considered too close to its AFR Boss magazine.

An AFR spokesperson said: “We welcome the decision of 10 to rebrand their channel from 10 Boss in recognition of the heritage and value of AFR’s BOSS magazine. However, the matter remains before the court.”

10 relaunched its ONE multichannel as 10 Boss on October 31st centred around “bold, confident characters.”

It isn’t clear whether The Bold & the Beautiful will now be part of 10 Bold.

42 Responses

  1. Boss, Toss, Dross, It doesnt matter what they call it, it is still 10 and it is still crap…. A viewing smorgasbord made up Macgyver, Walker Texas Ranger, NCIS, Judge Judy and Star Trek – Scintillating stuff…..the viewing share may actually drop to an asterisk 🙂

    1. Nah that stuff gets watched and 10Boss is often the highest rated Multi-Channel like on Monday where it got 4.4% to 9GO 4.0% and 7Mate 3.1%, even last night it was second on 3.9% to 9GO 4.2% and 7Two 3.0% (7Mate 2.8%). Generally it’s a battle between 10Boss, 7Mate and 9Go out of the Multi’s for first second and third, TENPeach is the one that under performs the most for TEN, rarely getting above 2%, needs to be worked on.

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