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10 Drama

10 Drama is an Australian free-to-air digital television multichannel owned and operated by Network 10, a subsidiary of Paramount Global, that broadcasts drama series, including imported U.S. shows such as NCIS and Law & Order: SVU. It is available in high definition (1080i) on logical channel number (LCN) 12 in major metropolitan markets across Australia. The channel traces its origins to 26 March 2009, when Network 10 launched One HD as Australia's first dedicated 24/7 free-to-air sports channel, replacing the network's temporary high-definition service Ten HD. Initially focused on live sports events, motorsport, and related programming, One HD struggled with low ratings and high costs, prompting a pivot in April 2011 to a broader general entertainment format under the shortened name One, which included movies, documentaries, and lifestyle content targeted at male audiences. In November 2018, amid a network-wide rebranding following the acquisition by CBS Corporation (now Paramount Global), One was initially renamed 10 Boss, but due to a trademark dispute with Nine Entertainment (formerly Fairfax Media) over the name "Boss", it was changed to 10 Bold in December 2018. The channel shifted emphasis to bold, character-driven content appealing to viewers over 40, featuring crime dramas, legal series, and reality shows. This focus continued with a minor update in June 2024, when it became 10 Bold Drama to explicitly highlight its drama-heavy lineup. On 30 June 2025, as part of Network 10's broader unification of its branding across free-to-air, streaming, and digital platforms to celebrate its 60th anniversary, 10 Bold Drama was simplified to 10 Drama, aligning with the network's streamlined identity that also renamed 10 Peach Comedy to 10 Comedy. Today, 10 Drama complements Network 10's main channel by providing extended access to premium drama content, available live via 10.com.au and on-demand through the 10 app, reflecting evolving viewer preferences for bingeable series in a multi-platform era.

History

Launch as One HD (2009–2011)

One HD launched on 26 March 2009 as 's first dedicated digital multichannel, marking Australia's inaugural free-to-air 24-hour high-definition . The channel debuted at 7:30 pm, with its opening weekend featuring live coverage of an AFL match between Richmond and Carlton in select cities, the Formula 1 Australian Grand Prix, and Swimming Australia's SKINS event. This initiative replaced Network 10's prior Ten HD simulcast service and aligned with the network's broader digital strategy to diversify offerings beyond its main channel. Broadcast in 1080i high-definition format exclusively on digital terrestrial channel 1 in metropolitan areas, One HD also maintained a standard-definition simulcast on channel 12 to broaden accessibility during the early digital TV rollout. The launch complied with Australian regulatory changes post-2007 digital switchover, which from January 2009 permitted commercial broadcasters to introduce one additional standard-definition multichannel alongside high-definition services, enabling Network 10's expansion into specialized content. The channel's initial programming emphasized live sports events, highlights, and analysis to attract sports enthusiasts, particularly male demographics, positioning it as a premium free-to-air alternative to subscription services. Core content included Australian Football League (AFL) games, international cricket matches, National Rugby League (NRL) fixtures, and motorsport series such as NASCAR Sprint Cup races, Formula 1, and MotoGP, supplemented by international leagues like the NFL, NBA, and Major League Baseball. In its debut year, One HD garnered early viewership that positioned it competitively against pay-TV rivals like Fox Sports, though it trailed broader entertainment multichannels in overall audience reach.

Expansion as One (2011–2018)

In May 2011, Network Ten rebranded its digital multichannel from One HD to simply One, shifting to a standard-definition format as it pivoted from the channel's original sports-only focus launched in 2009, aiming to broaden its appeal to a male demographic aged 25-54 through a mix of entertainment and retained sports programming. The channel's programming diversified rapidly, incorporating evenings and weeknights with non-sports content such as drama series, factual documentaries, reality shows, lifestyle programs, and movies, while preserving premium sports broadcasts during peak times. Key strategic acquisitions during this period included rights to international sports series, such as Formula One Grand Prix events (held until 2014) and the 2014 Commonwealth Games in Glasgow, which Network Ten had secured in 2008 for comprehensive coverage across its platforms. These moves responded to the sports-only format's underperformance, described by network executives as "unsustainable" amid declining ratings and competitive pressures, allowing for more flexible content scheduling on multichannels under evolving regulatory frameworks that introduced tailored Australian content quotas starting in 2012. Ratings for One saw notable peaks during major events, exemplified by the 2014 Commonwealth Games, where the channel achieved an 8% audience share—surpassing the primary channels of rival networks—and contributed to Network Ten's first weekly ratings win in four years with a 29.4% overall network share. This period solidified One's hybrid identity, blending sports with entertainment to boost viewership among its target audience, though the channel continued to face broader network challenges in sustaining consistent growth.

Rebranding to 10 Bold (2018–2024)

In late 2017, CBS Corporation (now part of Paramount Global) completed its acquisition of Network 10 on November 16, following financial difficulties that had placed the network under administration earlier that year. This ownership change provided Network 10 with greater access to CBS's extensive library of American programming, influencing the content strategy across its channels, including a shift toward imported U.S. dramas and series to bolster schedules. As part of a broader rebranding effort to unify all Network 10 properties under the "10" banner, the channel formerly known as One was relaunched as 10 Boss on October 31, 2018, before being renamed 10 Bold on December 10, 2018, due to a trademark dispute with Fairfax Media. The rebrand emphasized a "bold" programming philosophy, moving away from the channel's earlier sports heritage—where it had launched as One HD in 2009 with a focus on high-definition sports broadcasts—toward edgier entertainment targeted at viewers over 40. This included a mix of imported U.S. dramas like NCIS and Madam Secretary, action series, and reality formats, with sports content reduced to secondary status, primarily as overflow from the main 10 channel during major events. The strategy prioritized repeat-heavy schedules of character-driven dramas and adventure content to appeal to the demographic, leveraging CBS's syndication rights for key acquisitions. During the 10 Bold era, the channel achieved significant milestones, including the introduction of high-profile U.S. series that drove ratings growth in drama time slots. For instance, shows like NCIS contributed to 10 Bold becoming the #1 commercial multi-channel in total people and in its over-40 target audience by 2019, with audience growth of 18% that year. The channel maintained strong performance, ranking as the top commercial multi-channel in total people for much of the period and growing audiences in 20 of 21 months through 2020. This success reflected the effective pivot to entertainment-focused content, solidifying 10 Bold's role in Network 10's portfolio until 2024.

Shift to 10 Bold Drama and 10 Drama (2024–present)

On 5 2024, announced an interim rebrand for its multichannel 10 Bold, effective 12 2024, renaming it 10 Bold to narrow its programming exclusively to content, including repeats of series and select originals. This shift marked a departure from the channel's broader mix under the 10 Bold since 2018, prioritizing scripted dramas to better audiences seeking narrative-driven viewing. The channel underwent a further rebranding, announced on 16 June 2025 and effective on 30 June 2025, shortening to simply 10 Drama as part of Network 10's broader "Bolder 10" initiative, which unified its free-to-air, multichannel, and streaming identities under a streamlined "10" brand. This included dropping descriptive suffixes like "Bold" and "Peach" across multichannels—renaming 10 Peach Comedy to 10 Comedy, for instance—to simplify navigation and emphasize core genres. The "Bolder 10" strategy aimed to create an audience-first ecosystem, blending local and international content while adapting to evolving viewer preferences. Strategically, the rebrands integrated more closely with 10's streaming , rebranded from to simply "10," to declining linear viewership amid a broader shift toward on-demand and video-on-demand (BVOD) . This unification provided seamless to live linear feeds, catch-up episodes, and new FAST ( ad-supported streaming ) channels featuring drama-heavy lineups, such as series from . In response to linear 's — to see ad spending drop over 13% in 2025— 10 emphasized connected entertainment, enhancing live streaming capabilities through partnerships like PlutoTV for expanded digital distribution. Key announcements in 2025 highlighted this focus, including the launch of drama-oriented FAST channels and improved live streaming features to support real-time viewing without traditional aerials, as seen in integrations with smart TV platforms like LG. These enhancements aimed to boost engagement across devices, with the unified "10" platform offering premium content from Paramount+ alongside free drama repeats. Post-rebrand, 10 Drama contributed to Network 10's overall audience growth, with multichannels reaching 22.5 million Australians across linear and streaming in the first half of 2025—a 16% increase in streaming viewership year-on-year—and drama slots showing strengthened performance through genre-specific dominance in mature demographics. The channel's daytime drama programming, in particular, saw sustained uplift, building on a 21% year-on-year audience rise from the prior period, underscoring the rebrand's success in consolidating viewership amid competitive multichannel landscapes.

Programming

Current Drama Series

As of December 2025, 10 Drama's programming emphasizes repeats and acquisitions of long-running procedural dramas like NCIS and Blue Bloods, alongside returning daytime soaps including Days of Our Lives and The Young and the Restless. NCIS, a staple crime procedural, features multiple seasons in daily repeats, typically occupying primetime slots from 7:30 PM to 9:25 PM on weekdays. Blue Bloods airs weekly episodes in late primetime on Fridays, often following NCIS, focusing on family dynamics within a New York police context. JAG occupies afternoon slots, such as 3:00 PM on weekdays. The channel's scheduling patterns center on primetime drama blocks starting at 7:30 PM, predominantly featuring crime and procedural genres to cater to evening viewers seeking familiar, episodic storytelling. These blocks extend through 11:00 PM, incorporating related spin-offs like NCIS: Hawai'i for continuity, as well as additional series such as Numb3rs (late primetime Mon-Tue) and The Real CSI: Miami (late Sundays). Acquisitions primarily consist of CBS/Paramount content, facilitated by Network 10's ownership under Paramount Global, enabling Australian premieres and extensive repeat libraries of established hits. In 2025, updates include the addition of new drama seasons, such as the Season 2 premiere of So Help Me Todd airing daily at 4:30 AM from mid-November, integrated with cross-promotion on 10 Play for on-demand access and enhanced viewer reach. This ties into the channel's post-2024 rebrand emphasis on drama-focused scheduling.

Current Lifestyle and Factual Shows

Following the rebrand to 10 Drama in June 2025, the channel airs limited factual programming, including iFish, an Australian factual series hosted by Paul Worsteling that explores boating, camping, and fishing across the country's diverse landscapes, often featuring family-oriented expeditions and tips for amateur anglers. Produced in-house by IFISH Productions in association with Network 10 and sponsor BCF, the show airs new episodes from its 19th season on Sunday mornings at 9:00 AM.

Former Sports Programming

Upon its launch as One HD in 2009, the channel quickly established itself as a dedicated sports broadcaster, with a heavy emphasis on live motorsport and major Australian football events to capitalize on high-definition viewing capabilities. Key programming included exclusive coverage of Australian Football League (AFL) matches from 2009 to 2011, where One HD served as the flagship for the network's AFL rights, broadcasting regular season games and playoffs in HD to differentiate from standard-definition competitors. This period marked Network 10's strengthened commitment to the sport, with One HD airing live matches alongside analysis segments that drew strong metropolitan audiences in key markets like Melbourne and Sydney. Motorsport formed the backbone of One HD's schedule, featuring live broadcasts of NASCAR races from 2010 to 2014, which introduced American stock car racing to Australian viewers through delayed and highlight packages produced in partnership with international feeds. Formula One coverage began with the channel's debut, providing live and extended HD broadcasts of the 2009 Australian Grand Prix and continuing annually until 2015, when rights shifted partially to pay TV; One HD's high-quality visuals, including onboard cameras and pit lane access, helped build a loyal fanbase for the series. Additionally, the channel aired comprehensive coverage of the 2010 Delhi Commonwealth Games, simulcasting events in HD across multiple sports like athletics and swimming, and the 2014 Glasgow Games, where One provided 24-hour rolling coverage starting at 6pm AEST daily. These multi-sport events underscored One HD's role in delivering national spectacles, with rights acquired through Network 10's sports division collaborations with event organizers and international broadcasters. Programming formats extended beyond live events to include highlights packages and dedicated analysis shows, such as the 2011 revival of RPM, a weekly motorsport magazine that reviewed V8 Supercars, Formula One, and other series with expert commentary and driver interviews. RPM aired Sundays on One HD, offering recaps, technical breakdowns, and previews to engage enthusiasts between major races, often achieving solid ratings in the 25-54 demographic. Similar segments integrated into broader sports blocks provided post-event analysis for AFL and NASCAR, enhancing viewer retention through interactive elements like live blogs during broadcasts. The sports focus began to wane after early 2011, when One HD transitioned from a 24/7 sports-only channel to a broader entertainment lineup amid shifting audience habits and cost pressures on free-to-air networks. AFL rights concluded at the end of the 2011 season, NASCAR coverage tapered off by 2014 due to declining interest, and Formula One moved to mixed free-to-air and subscription models in 2015, leaving One with fewer live sports hours. By the 2018 rebrand to 10 Bold, all dedicated sports programming had been fully discontinued, with the channel pivoting entirely to drama and lifestyle content to align with Network 10's evolving strategy under new ownership. This gradual phase-out reflected broader industry trends toward digital streaming for niche sports. Former sports programming on One HD played a pivotal role in establishing the channel's initial identity as Australia's premier HD sports destination, attracting over 1 million weekly viewers at its peak and building a ratings foundation that supported Network 10's digital expansion. The emphasis on live HD events like AFL and Formula One helped pioneer multi-channel sports viewing in Australia, fostering partnerships that bolstered the network's sports division before the shift to entertainment-focused multichannels.

Former Drama and Entertainment Shows

During the period from 2011 to 2018, when the channel operated as One, it shifted from a primarily sports-focused format to mixed entertainment blocks that included drama series and factual programming targeted at males aged 25-54. Key acquisitions featured repeats and new episodes of the American crime drama Sons of Anarchy, which aired in primetime slots and drew audiences with its gritty storytelling about an outlaw motorcycle club. Other notable dramas included Terriers, Lights Out, and Breakout Kings, alongside action-oriented entertainment like movies and light dramas in evening lineups. Factual shows such as Ice Road Truckers, which followed high-stakes trucking expeditions in extreme conditions and aired from 2012 to 2018, and Extreme Fishing with Robson Green, a 2010s series showcasing global angling adventures, complemented the schedule and contributed to a 27% audience increase in entertainment timeslots during trial periods. From 2018 to 2024, following the rebrand to 10 Bold, the channel emphasized "bold" acquisitions, particularly US procedurals and action series in primetime, building on the mixed blocks of the prior era. Popular repeats of Sons of Anarchy continued, often in binge formats that allowed viewers to marathon seasons, proving effective for retention among drama enthusiasts. Entertainment programming expanded to include procedural dramas like NCIS, Blue Bloods, and CSI: Vegas, which filled evening slots with investigative storylines and achieved solid viewership in the multichannel landscape. Movies and action series, such as those from FX Networks, rounded out primetime, appealing to audiences seeking high-energy content. These shows were highlights for their repeat-friendly structure, fostering habitual viewing and contributing to the channel's reputation for accessible, twist-filled narratives. The discontinuation of many former titles in 2024 stemmed from the channel's rebranding to 10 Bold Drama, aimed at specializing in 24/7 local and international dramas to sharpen its identity and better reflect evolving viewer preferences for dedicated genre programming. This shift consolidated drama-focused content, phasing out broader entertainment mixes while retaining core appeal from prior acquisitions.

Former Lifestyle and Reality Shows

The former lifestyle and reality programming on the channel, which operated as One from 2011 to 2018 and 10 Bold from 2018 to 2024, consisted of a mix of Australian-produced series and international acquisitions designed to attract daytime and fringe audiences, particularly as the channel diversified from its initial sports-heavy focus. These shows often filled schedule gaps left by declining sports rights, providing factual-light content and reality formats that emphasized personal transformation and everyday challenges to maintain viewer engagement in non-prime time slots. Notable examples included the Australian adaptation of Undercover Boss, which aired its first season of eight episodes from October 2010 to November 2011, featuring executives from companies like Boost Juice and Toga Hospitality going undercover to observe operations. Repeats of this series continued into the 2010s on the multi-channel, highlighting corporate insights through reality storytelling. Similarly, home renovation series such as The Renovators, a competitive format that premiered in July 2011 with 26 contestants renovating Sydney properties, were repeated in lifestyle blocks from 2011 through 2020, appealing to audiences interested in DIY and real estate themes. Other reality elements encompassed game shows like Deal or No Deal repeats in daytime slots until 2018, blending competition with light entertainment to target casual viewers. The production mix drew from local talents, such as Southern Star Group for Undercover Boss, alongside international acquisitions like U.S. lifestyle repeats, ensuring a balance of relatable Australian narratives and global appeal. Following the 2018 rebrand to 10 Bold, which emphasized bolder entertainment for a male-skewed demographic, lifestyle and reality content was gradually reduced in favor of drama and action series, with full marginalization occurring by the June 2024 shift to 10 Bold Drama and eventual 10 Drama focus. This phasing reflected broader strategic pivots toward scripted content amid evolving viewer preferences and streaming competition. Culturally, these shows contributed to filling programming voids during sports declines, sustaining the channel's relevance by offering accessible, aspirational viewing that bridged lifestyle advice with reality drama.

Sponsorships and Rights

Historical Sports Rights

Network 10's One HD channel, launched in 2009 as Australia's first dedicated free-to-air high-definition sports channel, secured several major broadcasting agreements that defined its early programming focus. The network held exclusive Australian free-to-air rights to Formula One from 2009 to 2015, providing live coverage of grands prix including the Australian Grand Prix on One HD. In December 2009, Ten extended these rights for five years starting in 2011, incorporating multi-platform delivery via online, mobile, and IPTV for enhanced viewer access. For major events, Network 10 partnered with to acquire exclusive broadcast rights to the 2010 Commonwealth Games in , delivering full coverage across free-to-air and subscription platforms. By 2014, Ten independently presented comprehensive coverage of the Commonwealth Games, including 24-hour programming on its main and One , supplemented by eight dedicated digital streams on its . These deals were supported by collaborations with domestic sports organizations, such as the Football League (), which provided One with live matches, replays, and highlights during the 2010 season. One HD pioneered high-definition sports broadcasting on Australian free-to-air television, offering viewers unprecedented visual quality for events like Formula One races and AFL games starting from its March 2009 debut. The channel's sports-focused strategy initially boosted Network 10's ratings and positioned it as a key player in sports media, attracting sponsorship revenue tied to high-profile events such as the Commonwealth Games. However, by 2015, Ten's Formula One rights shifted toward partial coverage (ten of 21 races), marking the end of its full exclusive era. The loss of comprehensive rights to and in further diminished Ten's portfolio, leading to scaled-back free-to-air involvement. Despite these expirations, the historical sports rights significantly contributed to One HD's launch success and established Network 10's reputation for innovative sports delivery, though financial pressures from high rights costs prompted a pivot away from a pure sports model by 2011.

Entertainment Partnerships

Following its acquisition by CBS Corporation—now part of Paramount Global—in 2017, Network 10 established key synergies for acquiring and distributing US drama content, enabling access to Paramount's extensive library of series to bolster its entertainment lineup. This partnership has facilitated the broadcast of high-profile American dramas on channels like 10 Drama, including ongoing seasons of NCIS and Law & Order: SVU in 2025. Additionally, Network 10 has pursued Australian production deals for lifestyle programming, collaborating with local producers to develop shows such as Dogs Behaving (Very) Badly Australia and Farm To Fork, which blend original content creation with targeted audience engagement. In 2025, these entertainment partnerships evolved with integrated sponsorships tied to 10 Play, Paramount's streaming platform, to promote drama series through converged advertising solutions like Paramount Connect, launched in January to unify TV and digital promotions. A notable addition includes a dedicated British Drama FAST channel in partnership with All3Media, featuring adaptations of acclaimed novels and premium series to expand free ad-supported drama offerings. In October 2025, Network 10 announced a distribution partnership with LG, enabling 10 Drama to be streamed on LG smart TVs via LG Channels, enhancing accessibility without an aerial. Major sponsors supporting 10 Drama and Network 10's drama programming include , , Mars, , and , contributing to the channel's revenue through advertising and integrations. Representative examples of brand integrations appear in lifestyle shows like , where sponsors embed products into episodes through on-air placements and co-produced segments, enhancing viewer immersion without disrupting narrative flow. Reality co-productions, such as with All3Media's involvement, further exemplify these alliances by combining production expertise with sponsor-backed elements like branded challenges. Network 10's revenue model has shifted toward entertainment-targeted sponsorships, emphasizing premium integrations via initiatives like TEN Effect, which delivers in-program ideas and digital extensions to diversify income beyond traditional advertising. However, drama-specific sponsors remain limited compared to historical sports deals, with partnerships focusing more on niche, content-driven activations in lifestyle and reality formats to sustain growth amid declining linear ad revenues.

Distribution and Availability

Free-to-Air Broadcast

10 Drama is distributed as a television channel across , accessible via terrestrial antennas without any subscription fees. In metropolitan areas including , , , , and , the channel broadcasts in at resolution from 10's owned-and-operated stations. In regional areas, it is available in standard definition at resolution through 10's owned stations, following the 2025 acquisition of former regional licenses. The channel occupies logical channel number (LCN) 12 in most metropolitan markets and similar positioning in regional areas, established after the 2009 digital switchover that transitioned Australian television to digital terrestrial broadcasting. This allocation complies with Free TV Australia's operational practices for digital terrestrial television, which standardize logical numbering to simplify viewer navigation across services. Broadcast technical standards adhere to Free TV Australia guidelines, utilizing DVB-T standards for transmission with MPEG-4 encoding in high-definition feeds and MPEG-2 for standard-definition ones. Signal strength and coverage are managed through a network of transmitter sites licensed by the Australian Communications and Media Authority (ACMA), providing near-universal access in populated areas; detailed coverage maps are available via ACMA's transmitter database and reception planning tools. As of 2025, 10 Drama maintains a stable linear broadcast presence despite an industry-wide decline in free-to-air viewership, driven by shifts toward streaming platforms, with Network 10 programs experiencing notable audience reductions in recent ratings periods. Network 10, owned by Paramount Global, continues to support this traditional distribution model alongside its digital offerings.

Digital Streaming and On-Demand

Network 10 provides and to its through its , now unified under the "10" following the rebrand, accessible via the 10 and . Users can watch live broadcasts of programming, including series like , where full episodes from recent seasons are available for viewing shortly after airing. In June 2025, Network 10 introduced the "Bolder 10" initiative, which streamlined its branding across free-to-air, streaming, and multichannel offerings to create a more cohesive entertainment ecosystem. This rebrand emphasized seamless transitions from live broadcasts to on-demand content, allowing viewers to continue watching episodes without interruption on the same platform. Support for mobile devices via iOS and Android apps, as well as smart TVs including Samsung models from 2018 onward, Hisense from 2021, and LG WebOS 3.0 or later, ensures broad accessibility for drama content. The is available nationwide in over the , with catch-up episodes typically accessible for days after their broadcast, though can vary by show. It offers supported by advertisements, users to without subscription costs, while with provides options for extended or from the broader . Post-rebrand, Network 10 reported significant growth in digital engagement, with streaming viewership increasing by 16% year-on-year in the first half of 2025, marking its strongest performance to date and highlighting the rising popularity of on-demand drama access.

Branding and Identity

Logo Evolution

The logo of 10 Drama has undergone several transformations since the channel's inception, reflecting shifts in programming focus and alignment with Network 10's overarching visual identity. Initially launched as One HD on 26 March 2009, the logo featured a prominent blue "1" numeral paired with an HD badge, rendered in a bold, sports-themed font to underscore its dedication to high-definition sports content. In 2011, the channel rebranded to One, introducing a simplified logo consisting of the word "One" in white text against a black background, which provided versatility for the expanded mix of sports, movies, and general entertainment programming. This design mirrored elements of Network 10's sister channel Eleven, emphasizing a clean, modern aesthetic suitable for broader audience appeal. The 2018 Network 10 rebrand extended to its multichannels, renaming One to 10 Bold on 10 December 2018 with a circular "10" logo accented in bold red tones, evoking an energetic entertainment vibe through custom typography in Gridnik Bold font. This iteration maintained the channel's emphasis on dramatic and reality content while integrating seamlessly with the network's unified "10" branding. On 12 June 2024, as part of a multichannel refresh, 10 Bold was temporarily rebranded to 10 Bold Drama, featuring a variant of the 2018 logo with added "Drama" text to highlight the channel's evolving focus on dramatic series and films. This transitional design retained the bold red accents but incorporated subtle adjustments for genre-specific emphasis. In a major brand unification announced on 16 June 2025 and effective 30 June 2025, the channel adopted its current logo as 10 Drama—a streamlined "10 Drama" wordmark in modern sans-serif typography. This update eliminated the circular element from prior designs, aligning with Network 10's simplified, bolder identity across linear TV, streaming, and digital platforms to enhance cross-channel cohesion. The design reinforces the channel's dramatic programming niche while supporting the network's evolution toward a more integrated entertainment ecosystem.

Channel Identity Changes

The channel that would become 10 Drama launched as One HD on 26 March 2009, with idents featuring dynamic sports montages highlighting high-definition broadcasts of events like AFL and NASCAR to emphasize its initial sports programming focus. These early idents, accompanied by the slogan "Sport Lives Here," were designed to showcase the channel's HD capabilities and attract sports enthusiasts through fast-paced clips of live action and athlete highlights. From 2011 to 2018, following the rebrand to One, idents shifted to mixed clips of lifestyle, entertainment, and general interest programming, reflecting a broader audience appeal beyond sports. This period featured the slogan "It All Lives Here," with promos integrating snippets from shows like lifestyle series and reality formats to create a versatile, everyday viewing identity. The 2018 refresh marked a pivotal shift toward drama content, introducing the "10 Bold" name (after a brief "10 Boss" stint) with a bolder campaign emphasizing character-driven stories and dynamic graphics in idents. Taglines like "It's Better to be Bold than Bossy" (2018–2020) and "Heroes Live Here" (2020 onward) underscored marketing strategies that positioned the channel as a home for compelling narratives, using idents with teaser clips from series such as NCIS and Judge Judy to evoke emotional intensity. In 2024, the channel evolved to 10 Bold Drama, with idents incorporating series teasers and dramatic visuals to highlight twists in programming like Neighbours replays and international dramas. Marketing focused on cross-promotions with 10 Play, evolving from earlier sports-centric ads to integrated drama campaigns that teased binge-worthy content across platforms. By 2025, under the "A Bolder 10" initiative tied to streaming unification, idents became more drama-centric, featuring heightened teasers and the streamlined slogan aligning with Network 10's overall refresh. Post-2017 Paramount acquisition, marketing strategies adapted to emphasize Australian-centric promos, prioritizing local productions and cultural relevance in idents and campaigns to resonate with domestic audiences amid global ownership.

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