10 Boss rebrands as 10 Bold ahead of court battle
TEN blinks ahead of a legal battle from Nine.
- Published by David Knox
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- Filed under News
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.
It's better to be bold than bossy. Good bye 10 Boss, hello 10 Bold. https://t.co/zSfaDEPRDW pic.twitter.com/RoNek1fdm9
— ViacomCBS Australia & New Zealand (@ViacomCBSANZ) December 10, 2018
42 Responses
To me names are irrelevant. I go by numbers. E.G for Pointless I punch in 82. Up it comes, just peachey!
You can call it 10 Whatever, still doesn’t change lack of content, I’m switching to a channel based on a name, its based on actual content I want to watch, and watchable content, not filled with adds, water marks, and all the other crap FTA has now
Somewhere Between Eleven & One[Even & None]
Surely 10Peach should now become 10Beautiful ??!!
The Upfronts would practically write themselves!
Now sell 50% of 10Peach to Warner Bros and change it to 10CW after all it is what they want to become in the long term when licencing agreements change I’m sure.
10ONE
10ELEVEN
Wouldn’t it just be easier? Boss Peach Bold ridiculous names..
Yep… ?
Certainly would be, though I’d go more for TEN1 and TEN11 along with TENHD and TENSD, keeps it simple like FOX8, BBC1, BBC2, BBC3 and etc., the ABC should have never gone away from it in my humble opinion … keeping ABCNews of course a (really the only one that needs it).
I personally liked 10Boss, it’s 10Peach I can’t stand. They should have just left the multichannels with the same names but replaced the letters with numbers in the circle and in the same font as 10. Simples !
10Bold, what is that ???
I suggest they replace that and go with 10Cream to match 10Peach.
Then everything will be Peach’s and Cream.
I agree. Boss sounds better than Peach and Bold.
Now if we can do something about that ridiculous “Peach” name…
…and the lawyers get richer 🙁
A 24/7 Bold and the Beautiful channel would likely boost TEN’s market share. 😛
I’m surprised that Bold doesn’t air at all (to my knowledge) on 10 Peach. It would probably do them some good to market it as a female-skewed soap/drama channel with Neighbours (new and old), Bold (again, new and old), This Is Us, Madam Secretary, Playing For Keeps, Sisters, Offspring, Sex and the City etc.
Trying to follow who’s married to who this week and who Eric and Brooke have been married to is difficult enough. Would be total confusion trying to watch old and new episodes. Oddly, WIN airs Young & Restless and Days of our Lives, but not 10. Yes, may be a few years old but only pay-TV viewers may have seen them (very small number) since Nine dropped them years ago..
I think they would probably have won the AFR challenge to the name. It’s not like their products are remotely related or would reasonably be confused by anyone (but I suppose it depends on which trademark categories AFR hold on the name).
Perhaps they should have switched to 10meek ?
Clearly their legal advice differs, otherwise you wouldn’t take this step (snarkily at that). May as well do it now and save some coin.
Will be interesting to see the judgement. If 10 wins, will they then change it back?
Don’t expect it will get that far.
Correct me if I am wrong, but didn’t Ten trademarked “10Boss” and apparently no objections from anyone (even Fairfax, which is now part of Nine)?
Would have liked to see them battle it out and see Nine lose.
This is ridiculous the boos name was stupid now the bold name is meaning less and stupid .Either way ten lacks any good content on any of its channels for me to watch .i Ve never heard of boss magazine by the way I do not think anybody else has either .ten would have won If they went to court ..
The smart move would’ve been to rebrand it as 12
Now let’s change 10Peach to 10Pal
Watching the 6pm Judge Judy episode now (in Perth) and it’s still branded as 10BOSS.
It’s 10pm here in Melbourne, and the channel name is still “10Boss”, but the watermark says “10Bold”.
So are they going to also have a go at Hugo Boss who trade as Boss…
or Boss who make guitar amps etc…and who knows how many other…?!?
I represent the estate of Hugo Boss. I have a court order demanding an immediate halt to this unauthorized imitation. Boys. (Apologies to The Simpsons)
TBH both names are pretty lame; I liked the flexibility that came with “One” and “Eleven”. The problem with One was not its name…
I thought my TV was having a hissy fit when browsing the EPG. Can’t keep up
10LOL
That works… ?
They call it what they want,still don’t watch 10!
Maybe they could change it to 10JumpIn. I don’t think anyone is using that… 😉
Who would ever consider 10BOSS and AFR BOSS as the same entity it aligned in any way. The logos are completed different, one business purposely has no entertaining content, and the other is struggling to find entertaining content.
I shall continue to refer to the Ten network channels as 1/12, 11 and 10/13-it amazes and alarms me how people will fall into line with the various networks ever changing marketing ploys.
I still go to 1/10/11/12
How petty of AFR to continue with the court action despite 10 changing the name !
It may pertain to costs.
Nine (owners of AFR) have known to be petty before with scheduling times of tv shows, and lack of contempt for viewers. OK, so I know it’s just business and it’s all about the $. Still, it’s another reason I avoid Nein if they cannot be nice in nature, they can ‘get stuffed’! Good luck to CBS.