Multichannel Survey 2020: 10 Peach, 10 Bold, 10 Shake

The final in the Multichannel Survey results showcases 10’s newly-expanded suite of channels.

10 BOLD  is now the #1 multi-channel in prime time and 6pm to midnight. Newcomer 10 Shake is the first channel to use “Cloud” technology for Playout in Australia and 10 Peach remains home to Australia’s longest-running drama.

10 Peach

Brand Identity: Life’s peachy! Young, bold and quirky shows live on 10 Peach. Entertaining the younger 16 to 39 audience, 10 Peach showcases a mix of Australian and international content. It boasts the rights to the three best sitcoms ever produced – Friends, The Big Bang Theory and Seinfeld – and they air every night on 10 Peach for free. 10 Peach also continues to be the proud home of Australia’s longest-running drama, Neighbours.

Target Demographic: People 16 to 39.

Format  / Tech Playout: MPEG 2

Ratings Share / Demo Performance: 10 Peach has achieved 37 consecutive weeks of year-on-year growth in its target demographic of 16 to 39s. Its audience is up 9% year-on -year and 32% in 16 to 39s. 5.0% commercial share year to-date in 16 to 39s (6pm to 10.30pm) and 3.0% in total people. #2 commercial multi-channel in 16 to 39s.

Source: OzTAM, 5 City Metro, Weeks 1 to 40, Prime Time 1800-2230 S-S, Growth based on Weeks 1-40 2020 vs. 2019. Consolidated 7 day. Commercial Multi-Channels include 7TWO, 7mate, 7Flix, 9GO, 9Gem, 9Life, 9 Rush, 10 Peach, 10 Bold and 10 Shake.

Key First Run Titles: Neighbours and Supernatural.

First-Run Australian Content: Neighbours.

Recent Success Stories: Neighbours audience is up 8% year-on-year compared with its 2019 average. Seinfeld is up 15% year-on-year.

Source: OzTAM, 5 City Metro, Weeks 1 to 40, Prime Time 1800-2230 S-S, Growth based on Weeks 1-40 2020 vs. 2019. Consolidated 7 day.

Upcoming Key Titles: 10 Peach is home to Emmy Award-winning series The Big Bang Theory, in all it’s scientific glory. Our gang of geeks join sitcom favourites Friends, Seinfeld and 2 Broke Girls, making 10 Peach the best destination to satisfy your sitcom cravings.

10 BOLD

Brand Identity: Targeting an audience of 40+ men and women, 10 Bold has harnessed the power of procedural crim drama, showcasing some of the world’s most watched U.S. content such as the NCIS and CSI franchises, Madam Secretary, MacGyver and Hawaii Five-O. 10 Bold’s line-up includes observational docos such as Bondi Rescue and David Attenborough and sports fans can also watch the MotoGP Championship live and free, as well as all the highlights from Formula One.

Target Demographic: People over 40

Format  / Tech Playout: MPEG 2

Ratings Share / Demo Performance: 10 Bold has had a phenomenal 20 months of consecutive year-on-year prime time audience growth from February 2019 to September 2020. It is the #1 multi-channel in prime time and 6pm to midnight, with a 4.9% commercial share. 10 Bold’s audience is up 17% year-on-year.

Source: OzTAM, 5 City Metro, Weeks 1 to 40, Prime Time 1800-2230 S-S, Growth based on Weeks 1-40 2020 vs. 2019. Consolidated 7 day. Commercial Multi-Channels include 7TWO, 7mate, 7Flix, 9GO, 9Gem, 9Life, 9 Rush, 10 Peach, 10 Bold and 10 Shake.

Key First Run Titles: Seal Team, MacGyver and live MotoGP. NCIS New Orleans. L.A’s Finest.

First-Run Australian Content: iFish, Reel Action, Escape Fishing with ET and Mighty Machines.

Recent Success Stories: 10 Bold’s success has been driven by the year-on-year growth of key titles such as NCIS: New Orleans (up 98%), NCIS Rpt (up 24%), Hawaii Five-0 first runs (up 8%), CSI: Miami (up 7%), Walker Texas Ranger Rpt (up 7%) and Madam Secretary (up 6%).

Source: OzTAM, 5 City Metro, Weeks 1 to 40, Prime Time 1800-2230 S-S, Growth based on Weeks 1-40 2020 vs. 2019. Consolidated 7 day.

Upcoming Key Titles: LA’s Finest Season 2, Seal Team Season 3

Upcoming Changes to Playout / New Channels: Did not respond.

10 Shake

Brand Identity: 10 Shake joins the Network 10 family with a mix of shows for people aged 0-40 – think toddlers to teenagers, millennials to mamas, dreamers to dads. It’s the only free-to-air channel that gives Australians access to a shakin’ slate of the most popular kids’ programs including Bubble Guppies, Henry Danger, Totally Wild, Paw Patrol, Scope and Ready Set Dance. 10 Shake also has some of the most talked about, most tweeted about and most meme-worthy shows in the world – Catfish: The TV Show, Comedy Central Stand Up, Ridiculousness, Tosh.0 and The Late Late Show With James Corden – that will leave anyone totally shook!

Target Demographic: People under 40

Format  / Tech Playout: MPEG 2. 10 Shake is also the first channel to use “Cloud” technology for Playout in Australia.

Ratings Share / Demo Performance: In its first week on air, 10 Shake’s average age is the youngest of the commercial multi-channels (39 years old) and has the highest proportion of under 40s (49%).

Source: OzTAM, 5 City Metro, Week 40, Prime Time 1800-2230 S-S, Consolidated 7 day. Commercial Multi-Channels include 7TWO, 7mate, 7Flix, 9GO, 9Gem, 9Life, 9 Rush, 10 Peach, 10 Bold and 10 Shake.

Key First Run Titles:

First Run: The Late Late Show with James Corden, The Daily Show with Trevor Noah (after Fetch TV), South Park, Teen Mom Australia, Totally Wild, Scope, Crocamole.

FTA Premiere: Bubble Guppies, Henry Danger, Ready Set Dance, Catfish: The TV Show, Comedy Central Stand Up, Ridiculousness, Tosh.0

First-Run Australian Content: Totally Wild, Scope, Crocamole and Teen Mom Australia.

Recent Success Stories: Did not respond.

Upcoming Key Titles: Did not respond.

Upcoming Changes to Playout / New Channels: Did not respond.