10 Boss rebrands as 10 Bold ahead of court battle
TEN blinks ahead of a legal battle from Nine.
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.
— ViacomCBS Australia & New Zealand (@ViacomCBSANZ) December 10, 2018