Network 10
Network 10 is an Australian commercial free-to-air television network that broadcasts to metropolitan markets in Sydney, Melbourne, Brisbane, Adelaide, and Perth.[1] It is a wholly owned subsidiary of Skydance Media following the 2025 merger approval between Skydance and its previous owner, Paramount Global.[2] The network, which has operated for over 60 years, delivers programming including news via 10 News First, sports coverage, reality formats, and scripted content across its primary channel and multichannels such as 10 Peach (comedy-focused) and 10 Bold (drama-oriented), supplemented by the 10 Play streaming service.[1][3] Originating from independent stations like ATV-0 in Melbourne launched in 1964 by Ansett Transport Industries, Network 10 consolidated as a national entity through affiliations and mergers, with significant ownership shifts including control by Rupert Murdoch in the late 1970s and Canadian firm CanWest in the 1990s.[4][5] While historically known for hits in comedy, drama, and news—such as early successes in the 1980s—the network has encountered repeated financial distress, including receivership in the early 1990s and a 2024 writedown of its broadcast licenses to zero amid a $300 million loss, reflecting broader challenges from cord-cutting and competition in the media landscape.[5][6]History
Origins and early development
In the early 1960s, the Australian federal government approved the licensing of a third commercial television station in each major capital city to increase competition and programming diversity in the burgeoning television market.[7] This policy, announced in 1963, targeted Sydney, Melbourne, Brisbane, and Adelaide, with Melbourne selected as the initial launch site due to its infrastructure readiness.[8] Melbourne's ATV-0, owned by Ansett Transport Industries under aviation magnate Reg Ansett, commenced broadcasting on 1 August 1964 from newly constructed studios in Nunawading, marking the first purpose-built commercial television facility in the city.[8] The station's debut featured a formal opening ceremony hosted by newsreader Peter Verney and actor Brian Jones, emphasizing local content production amid technical challenges like signal coverage in outer suburbs.[9] Sydney's TEN-10 followed on 5 April 1965, operated by United Telecasters Sydney Limited, a consortium including media and business interests.[10] Its launch program, "TV Spells Magic," showcased live variety acts and previews, drawing on the station's Willoughby studios to establish a foothold against established rivals like TCN-9 and ABN-2.[10] United Telecasters extended operations by inaugurating TVQ-0 in Brisbane during July 1965, further solidifying the emerging network's eastern seaboard presence.[4] Adelaide's SAS-10 joined in October 1965 under the Independent Television Corporation, completing the initial quartet of stations that operated semi-affiliated as the 0-10 Network, named for their channel numbers (0 in Melbourne and Brisbane, 10 elsewhere).[7] Early development focused on local news, variety shows, and imported content, with stations maintaining operational independence while sharing syndication deals to build economies of scale against dominant networks Seven and Nine.[11] This phase laid the groundwork for national cohesion, despite ownership fragmentation and regulatory constraints on cross-media holdings.[12]Launch and initial expansion (1960s–1970s)
Network 10's origins lie in the Australian government's allocation of third commercial television licenses to capital cities in the early 1960s, enabling expansion beyond the initial two networks per market. Melbourne's ATV-0, owned by Ansett Transport Industries, became the first such station to launch, commencing regular broadcasts on 1 August 1964 from studios in Nunawading, with an opening program featuring newsreader Peter Harvie.[5] Sydney followed with TEN-10, operated by United Telecasters Sydney Limited—a consortium including the Fairfax and Packer media families—beginning transmissions on 5 April 1965 from new facilities in Pyrmont, marked by a launch special titled TV Spells Magic.[11][10] Brisbane's TVQ-0, also under United Telecasters, joined on 1 July 1965, broadcasting from Mount Coot-tha and initially sharing some Sydney-originated content to build its schedule.[13] Adelaide's SAS-10 launched shortly after on 26 July 1965, owned by South Australian Telecasters and featuring local programming like The Bobo from its North Adelaide studios, completing the network's initial footprint in the eastern mainland capitals.[14] These stations collectively formed the Independent Television System (ITS) prior to their on-air debuts, allowing coordinated program sharing despite independent ownership, though Perth's entry into the group did not occur until 1988 due to logistical and regulatory hurdles.[5] The ITS rebranded as the 0-10 Network in 1970 to emphasize its core stations' channel allocations, reflecting growing operational synergies amid rising competition.[15] Early years were marked by financial constraints, with the network relying on imported U.S. shows and limited local productions, but the 1970s saw audience growth through innovations like the 1971 debut of Young Talent Time in Melbourne, which drew strong youth viewership and exemplified the network's pivot toward family-oriented variety content.[16] Color television transmission began network-wide on 1 March 1975, aligning with national standards and boosting visual appeal for programs, though initial costs strained smaller affiliates.[17] By decade's end, the network had stabilized its expansion, achieving ratings parity in key markets through targeted scheduling rather than further station additions.[18]Consolidation and challenges (1980s–1990s)
In January 1980, the 0-10 Network rebranded as Network Ten following ATV-0 Melbourne's frequency shift to channel 10, aligning all metropolitan stations under a unified numeric identity to mitigate reception issues and negative perceptions associated with channel 0.[19] This move supported ongoing program sharing across Sydney, Melbourne, Brisbane, and Adelaide affiliates, fostering operational consolidation amid Australia's deregulating media landscape. By 1988, the network achieved full national coverage with the launch of NEW-10 Perth, enabled by satellite technology that economically extended feeds to remote areas, marking the completion of its expansion from metropolitan focus to a coast-to-coast presence.[20] Ownership changes in 1987 further aimed at stabilization when Frank Lowy's Westfield Corporation acquired the Sydney (TEN-10) and Melbourne (ATV-10) stations from News Limited for approximately $750 million, driven by cross-media ownership restrictions forcing Rupert Murdoch's divestment.[5] Westfield later added Brisbane's TVQ-10 in 1989 under Northern Star Holdings, a consortium vehicle, in a bid to unify the network's east coast assets. However, these high-cost acquisitions, made at the peak of a 1980s media boom, exposed the network to severe financial strain after the October 1987 stock market crash eroded asset values and ad revenues.[21] The late 1980s brought acute challenges, including persistent operating losses—Sydney and Melbourne stations alone reported a combined $16.4 million deficit in the year ending 1989—and declining ratings prompting a July 1989 rebrand to "10 TV Australia" to refresh its image and target broader audiences.[21] Northern Star's $390 million debt burden, with projected 1990-91 interest payments of $70 million, overwhelmed cash flows amid sluggish advertising recovery and competition from entrenched rivals Nine and Seven. In September 1990, Northern Star entered receivership, with the network hemorrhaging about $2 million weekly; receivers from Ernst & Young immediately sacked 15 executives, installed former Nine executive Gary Rice as CEO, and imposed deep cuts to news, current affairs, and production budgets to stem losses.[22][23][24] Recovery efforts culminated in a January 13, 1991, relaunch reverting to the Network Ten brand, accompanied by a new logo emphasizing resilience, while cost rationalization and programming tweaks gradually restored viability. By 1992, the network was sold to Canadian firm Canwest Global Communications for an undisclosed sum, ending the immediate crisis but highlighting the sector's vulnerability to leveraged buyouts and economic downturns.[23] These events underscored causal factors like overpayment during speculative fervor and inadequate hedging against cyclical ad markets, rather than isolated mismanagement.[24]Recovery under new ownership (2000s)
In the early 2000s, Network Ten, under the continued majority ownership of Canwest Global Communications—which had acquired a 57% stake in 1992—shifted its programming strategy to target the 16-39 demographic, emphasizing reality television, youth-oriented dramas, and imported content to rebuild audience share and advertiser appeal following the financial stabilization achieved by the late 1990s.[7][25] This approach leveraged counter-programming against the family-focused schedules of rivals Seven and Nine, positioning Ten as the "cool" network for younger viewers through edgy, interactive formats that drove engagement across linear TV and emerging digital platforms.[25][26] A pivotal launch was Big Brother Australia in March 2001, which became a cornerstone of the network's revival by introducing 24/7 voyeuristic reality content and weekly eviction episodes that capitalized on public fascination with unscripted drama. The first season averaged 1.4 million viewers per episode and elevated Ten's prime-time audience share from 18% to 23%, with post-eviction shows routinely outperforming competitors in key demographics.[27][28] Subsequent seasons through 2008 reinforced this success, making the franchise synonymous with Ten's brand and generating ancillary revenue from spin-offs like Big Brother Up Late. Complementing this, Rove Live debuted in October 2000 as a late-night variety show hosted by Rove McManus, running successfully into the decade and attracting celebrity guests to bolster Ten's entertainment lineup.[29] Reality competition Australian Idol, premiering in July 2003, further amplified ratings momentum, with its season one grand final drawing 3.3 million viewers—over 20% of the national audience—and securing wins in the 16-39 demographic across multiple episodes.[30] Local dramas like The Secret Life of Us (2001–2005) appealed to urban youth with storylines exploring modern relationships and city life, while staples such as Neighbours and imported hits including The Simpsons anchored early evening slots. These initiatives culminated in Ten's strongest performance of the era, nearly surpassing Seven Network for second place overall in 2004, driven by consistent demographic dominance and heightened advertiser interest in the lucrative 18-49 group.[25][26] By mid-decade, this youth-focused pivot had solidified financial recovery, with programming hits translating to robust advertising revenue amid a favorable economic climate, though Canwest's broader debt burdens—exacerbated by its 2000 Hollinger acquisition—began influencing operations. In June 2007, Canwest converted its non-voting shares to gain full voting control of Ten, streamlining management decisions amid rising competition from digital media.[31][32] Despite these strengths, early signs of vulnerability emerged by 2008–2009, as global financial pressures and format fatigue tested the model, setting the stage for ownership transitions.[29]Multichannel era and Canwest acquisition (2009–2015)
In March 2009, Network Ten transitioned from its Ten HD simulcast channel, which had launched in December 2007, to One HD on 26 March, repositioning the high-definition service as a dedicated sports and entertainment channel broadcasting events like motorsport, cricket, and rugby league alongside movies and series.[5] This move aligned with Australia's expanding digital terrestrial television framework, enabling free-to-air broadcasters to utilize additional spectrum for multichannels following the 2001 digital switchover mandate, though full implementation in metropolitan areas accelerated around 2009 amid declining analog reliance. One HD targeted male demographics with 24-hour programming, including live AFL and NRL coverage, contributing to Ten's strategy to capture fragmented audiences in a competitive market dominated by rivals Seven and Nine.[5] On 11 January 2011, Network Ten introduced Eleven, a multichannel aimed at viewers aged 13-29, featuring imported youth-oriented content such as The Simpsons, Neighbours, and reality formats like Big Brother.[33] The channel, launched in partnership with CBS Studios International via a joint venture ElevenCo, emphasized entertainment repeats, dramas, and comedies to fill the gap left by main channel scheduling constraints, achieving initial ratings success with over 100 hours of weekly programming.[34] This expansion reflected Ten's adaptation to multichannel fragmentation, where digital penetration reached approximately 90% of households by 2011, pressuring advertisers to diversify spend across sub-brands while main channels focused on prime-time originals. By 2015, these multichannels accounted for a growing share of Ten's audience, though profitability remained challenged by rising content costs and ad revenue volatility. Amid these developments, Canadian media firm CanWest Global, which had held a 50.1% controlling stake in Ten Network Holdings since acquiring it in a 1992 consortium deal for A$230 million, divested its interest on 24 September 2009 for A$680 million to institutional and sophisticated investors underwritten by Macquarie Capital Advisers.[35] The sale, completed around 1 October 2009 at A$1.30 per share—a 5% discount to recent trading—aimed to alleviate CanWest's mounting debt exceeding C$4 billion, exacerbated by the global financial crisis and over-leveraged acquisitions.[36] [37] Post-divestment, Ten operated independently under diluted ownership, with subsequent investments including James Packer's 16.2% stake acquisition in November 2010 for A$240 million, signaling renewed confidence despite the network's ratings dips and operational strains.[23] This ownership flux underscored CanWest's strategic retreat from Australian assets, paving the way for Ten's multichannel focus but highlighting vulnerabilities in foreign-controlled media amid regulatory scrutiny on cross-ownership limits.Affiliation changes and financial distress (2016–2017)
In May 2016, Network Ten secured new regional affiliation agreements amid a broader realignment of Australian television affiliations effective 1 July 2016. On 20 May, Ten announced a five-year deal with Southern Cross Austereo to continue broadcasting its programming in Northern NSW and the Gold Coast, featuring an increased licence fee compared to prior terms.[38] Three days later, on 23 May, Ten finalised a separate five-year program supply agreement with WIN Corporation, covering regional Queensland, southern New South Wales, Victoria, Tasmania, South Australia, Western Australia, and the Australian Capital Territory.[39] These pacts followed Southern Cross Austereo's shift to the Nine Network and WIN's loss of Nine affiliation due to a contractual dispute and lawsuit, enabling WIN to air Ten's content including shows like MasterChef and Formula One coverage to over 6 million regional viewers while paying higher affiliation fees.[40] The affiliation changes provided short-term stability but could not offset Network Ten's mounting financial pressures from a contracting free-to-air advertising market and rising operational costs. By April 2017, Ten reported a half-year net loss of AU$232 million, primarily from impairments to its television licence values, and issued warnings about its viability as a going concern without refinancing.[41] The network faced a looming AU$200 million debt repayment to the Commonwealth Bank, underwritten by shareholders including Bruce Gordon and Lachlan Murdoch, but efforts to secure a AU$250 million loan guarantee faltered. On 14 June 2017, Network Ten entered voluntary administration after major shareholders Gordon (via Birketu Investments, holding 15%) and Murdoch (via Illyria, holding 7.5%) withdrew support, citing unsustainable losses and market challenges.[42] Administrators from KordaMentha were appointed to explore restructuring or sale options, with operations continuing amid a share price decline exceeding 80% for the year, closing at 16 cents per share.[42] This episode highlighted Ten's vulnerability to digital disruption and audience fragmentation, though it paved the way for eventual acquisition by CBS Corporation later in 2017.Paramount era and strategic shifts (2018–2023)
CBS Corporation completed its acquisition of Network Ten on 16 November 2017, following the network's voluntary administration earlier that year, providing financial stability under American ownership.[43] The purchase positioned CBS as the network's controlling entity, with the transaction valued at around AUD $649 million including debt assumption, though exact terms emphasized creditor recovery.[44] This marked the entry into what became known as the Paramount era after CBS's merger with Viacom in December 2019 to form ViacomCBS, later rebranded Paramount Global in February 2022.[45] Under the new ownership, Network Ten underwent a significant rebranding on 31 October 2018, updating its logo and visual identity to a bolder, more contemporary design developed in collaboration with branding agency Principals, aiming to appeal to a younger demographic and unify branding across platforms.[46] The rebrand included a shift in naming conventions, such as the network's spelling change to "Network 10," and contributed to a reported 20-30% increase in viewership for key programs like Studio 10 and 10 News First.[47] Strategically, this period saw an emphasis on digital expansion, including enhancements to the 10 Play streaming service and the launch of initiatives like 10 Speaks in 2018 to integrate social media and audience engagement.[48] Financially, the network achieved profitability in the fiscal year ending August 2018, posting earnings of $66.6 million, its first profit since prior ownership challenges.[49] By 2023, despite a ratings slump and unsuccessful bids for major sports rights like AFL and cricket, executives projected the strongest profits in years, attributing gains to cost controls and strong performance in local entertainment programming over expensive sports acquisitions.[49] Ownership integration with Paramount facilitated access to international content, exemplified by the 2022 commissioning of NCIS: Sydney, a local spin-off of the CBS franchise, blending Australian production with global IP. Multichannel adjustments included the replacement of Spree TV with Gecko on 18 September 2022 and plans to rebrand 10 Shake as Nickelodeon starting 1 July 2023, reflecting shifts toward targeted demographics and shopping content. These changes underscored a broader pivot toward cost efficiency, streaming complementarity to linear TV, and leveraging parent company synergies amid declining traditional advertising revenues, though digital strategy execution faced internal critiques for inconsistent audience growth.[48] By late 2023, the network maintained operational focus on premium entertainment and news, positioning for adaptation to fragmented media consumption without major structural overhauls.[49]Recent developments (2024–2025)
In June 2025, Network 10 implemented a comprehensive rebranding initiative to consolidate its free-to-air television, streaming platforms, and multichannel services under a unified "10" identity. The streaming service previously known as 10play was rebranded simply as "10", while multichannels underwent name changes including 10 Peach Comedy to 10 Comedy and 10 Bold to 10 Drama. The evening news bulletin, formerly 10 News First, was shortened to 10 News, accompanied by a refreshed visual identity featuring a simplified logo devoid of the previous enclosing circle. This overhaul, phased in starting mid-June and fully effective from 30 June 2025, aimed to streamline branding across all platforms and introduce new FAST channels such as those dedicated to My Strange Addiction and Homicide Hunters.[50][51][52] A key component of the June 2025 schedule revamp was the cancellation of the long-running current affairs program The Project after 16 years on air, with its 7:00 pm slot repurposed for an expanded early evening news lineup. Network 10 executives cited the need to refresh content amid shifting viewer habits, though the decision drew commentary on the program's declining relevance in a fragmented media landscape. Concurrently, in July 2025, Network 10 secured a multi-year agreement with Sky News Australia to maintain Sky News Regional broadcasts on free-to-air television in regional markets, ensuring continued access to 24-hour news content outside metropolitan areas.[53][54][55] On the ownership front, the U.S. Federal Communications Commission approved the $8 billion merger between Paramount Global and Skydance Media on 25 July 2025, integrating Network 10 into the newly formed Paramount Skydance entity following the deal's announcement in mid-2024. This transition occurred against a backdrop of operational challenges in 2024, including subdued linear television ratings and program cancellations, though streaming metrics showed resilience with 10 Play achieving record audience reach and over 8.3 million memberships by year-end. In the first half of 2025, Network 10 reported a 16% year-on-year increase in streaming viewership, marking its strongest performance to date, alongside growth in FAST channels and total platform reach exceeding 22.5 million viewers.[2][56][57]Programming
Current local productions
Network 10's current local productions primarily feature Australian-produced news, current affairs, reality competitions, and factual documentaries, with a focus on high-engagement formats to attract younger demographics and bolster streaming viewership on 10 Play.[57][58] The network's news operations center on 10 News First, which provides localized evening bulletins for Sydney, Melbourne, Brisbane, Adelaide, and Perth, supplemented by hourly updates and weekend editions hosted by anchors such as Chris Bath and Narelda Jacobs.[59] In a strategic shift announced on 9 June 2025, The Project—a panel-style current affairs show that aired since 2009—was cancelled after its final episode on 27 June, citing the need to rebuild early evening audiences amid stagnant ratings. It was replaced by 10 News+, a one-hour 6pm program blending hard news, analysis, and investigative segments, hosted by Denham Hitchcock and Tracy Vo, both recruited from rival Seven Network; the format emphasizes "premium" reporting over entertainment, though initial episodes in late June 2025 drew criticism for lower viewership compared to competitors.[53][60][61] Reality and competition series dominate prime-time slots, including Australian Survivor: Brains v Brawn (2025 season), where 24 contestants divided by intellect and physicality endure immunity challenges and tribal councils on a Fijian island, hosted by Jonathan LaPaglia since 2016.[3] MasterChef Australia: Back to Win 2025 reunites past contestants under judges Melissa Leong, Andy Allen, and guest rotations, focusing on high-pressure cook-offs with themes of redemption and innovation, marking the show's 17th season.[3] I'm a Celebrity... Get Me Out of Here! Australia, hosted by Robert Irwin and Julia Morris, isolates celebrities in the Daintree Rainforest for bush tucker trials and public votes, with the 2025 edition emphasizing live streaming integration.[3] The revived Big Brother Australia, announced for Q4 2025, features live nominations, evictions, and 24-hour feeds across linear TV and 10 Play, hosted by Greta Morris, aiming to recapture the format's early-2000s popularity with a younger cast.[62] Factual and observational documentaries persist as staples, such as Bondi Rescue, which since 2006 has chronicled Bondi Beach lifeguards' daily operations, rescues, and enforcement, with Season 19 airing in 2025.[63] Ambulance Australia (since 2018) embeds cameras with paramedics across states, capturing real-time emergency responses, while Dogs Behaving (Very) Badly Australia adapts the UK format to rehabilitate problematic pets using behavioral expert Graeme Hall.[58] Newer originals like Ghosts Australia, a 2025 local adaptation of the BBC comedy about a woman inheriting a haunted mansion, premiered mid-year, blending supernatural elements with ensemble humor.[63][58] These productions leverage Network 10's Pyrmont studios in Sydney for post-production and are distributed via free-to-air, BVOD, and Paramount+ for extended reach.[57]Imported international content
Network 10 has long featured imported international content, predominantly from the United States, as a core element of its programming schedule, including enduring daytime soap operas and episodic primetime dramas sourced through affiliations with CBS and other distributors.[3] The network's most prominent imported soap opera is The Bold and the Beautiful, a CBS production depicting the lives of the Forrester fashion dynasty in Los Angeles, which premiered in Australia on Network 10 on November 23, 1987, and has aired continuously since, often fast-tracked shortly after U.S. broadcast.[64] This series has maintained strong viewership in daytime slots, contributing to the network's appeal among audiences seeking serialized drama.[3] Additional CBS soaps include The Young and the Restless, focusing on the ongoing rivalries in the fictional town of Genoa City, which Network 10 airs in fast-tracked format.[3] In 2024, the network added Days of Our Lives, an NBC soap chronicling interconnected families in the town of Salem, available fast-tracked on 10 Play from June 3 onward.[65] Following CBS Corporation's acquisition of Network 10 in November 2017, the importation of U.S. primetime content intensified, leveraging synergies with CBS Studios to bolster schedules with procedurals and action series.[66] This included expanded access to CBS's library, aiding the network's recovery from prior financial challenges through high-profile imports.[67] For 2025, Network 10 scheduled new seasons of several CBS and related procedurals, such as NCIS, NCIS: Hawai'i, NCIS: Origins, FBI, FBI: Most Wanted, FBI International, The Equalizer, Tracker, SEAL Team, Matlock, Elsbeth, and Law & Order: Special Victims Unit.[62] These series typically feature investigative and crime-solving narratives, aired in evening slots to complement local programming. Other international imports have included occasional UK content, such as The Celebrity Traitors UK in recent lineups, though U.S. programming dominates due to Paramount Global's ownership structure post-2019 CBS-Viacom merger.[3] Historically, prior to the CBS era, Network 10 aired diverse U.S. imports like sitcoms and dramas from various studios, but the post-2017 shift prioritized CBS-aligned content for cost efficiency and audience retention.[67]Discontinued programs
Network 10 has axed several flagship programs amid fluctuating ratings, production costs, and network restructurings, particularly during periods of financial strain under Paramount Global ownership.[68][69] Morning and talk shows:- Good Morning Australia, hosted by Bert Newton, ran from 1992 to 2005 before cancellation on 16 December 2005, as the network shifted daytime programming strategies.[70]
- Studio 10, a mid-morning variety program launched in 2013, concluded on 22 December 2023 after declining viewership failed to compete with rivals, despite earlier ratings success.[69][71]
- The Project, a panel-based current affairs show that debuted in 2009, ended on 27 June 2025 after 4,500 episodes, replaced by expanded news programming due to insufficient return on investment relative to competitors.[53][72]
- The Masked Singer Australia, which premiered in 2019 and drew strong initial audiences, was benched indefinitely from 2024 onward primarily due to high production expenses outweighing ratings returns.[68][73]
- Thank God You're Here, an improvisational comedy format revived in recent years, paused production for 2025 to allow creators Working Dog to prioritize other projects, with no confirmed return date despite past renewals.[74][75]
- The Traitors Australia, a reality competition that aired two seasons from 2022 to 2023, was discontinued in October 2023 following underwhelming audience engagement compared to acquisition costs.[76]
News and Current Affairs
Evolution of news operations
Network 10's news operations commenced with the inaugural bulletins accompanying the network's station launches in the 1960s. In Melbourne, ATV-0 debuted its news service on 3 August 1964, initially presented by Brian Wright, with Barry McQueen soon taking over a 45-minute weekday bulletin at 6:15 pm.[5] Sydney's TEN-10 followed suit upon its opening on 5 April 1965, establishing local news production as a core component from inception.[5] By the mid-1970s, bulletins expanded significantly, with TEN-10 Sydney and ATV-0 Melbourne introducing Australia's first one-hour commercial news services in 1975.[5] This period marked the adoption of the Eyewitness News format in the late 1970s, which prioritized live reporting and breaking coverage, differentiating it from competitors' more scripted approaches.[78] Key figures included Katrina Lee, who joined TEN-10's news desk in 1978, and Jana Wendt, who anchored Eyewitness News at ATV-0 from 1979.[5] The 1980 rechanneling of ATV-0 to ATV-10 coincided with a revamp of the Eyewitness News bulletin, aligning with the network's rebranding to Network Ten.[19] The 1990s saw strategic shifts toward younger audiences, including the launch of a 5 pm Ten News bulletin in 1992 aimed at the 16-39 demographic, supplementing traditional evening slots.[5] Financial recoveries post-receivership in the early 1990s stabilized operations, but the 2000s introduced hybrid formats like The 7PM Project in 2009, blending news with panel discussions to attract broader viewership.[5] The 2010s brought volatility driven by ownership changes and cost-cutting, with frequent alterations to bulletin structures and timeslots. In January 2011, local 6:30 pm state bulletins launched alongside a national 6 pm program hosted by George Negus, replacing a unified weekend bulletin; however, locals were axed by April 2011 in favor of extending the 5 pm news to 90 minutes.[79] Subsequent moves included reinstating national weekends in March 2011, eliminating late-night news in September 2011, and shifting The Project (formerly The 7PM Project) multiple times between 6 pm and 6:30 pm slots through 2012.[79] By September 2013, the service reverted to the Ten Eyewitness News branding across bulletins.[79] A major rebrand occurred on 1 November 2018, when Ten Eyewitness News transitioned to 10 News First amid a network-wide refresh under new ownership, emphasizing streamlined local and national coverage from Pyrmont studios. In September 2020, a restructure consolidated Brisbane and Adelaide 5 pm bulletins into Sydney- and Melbourne-led editions, reducing dedicated local production to cut costs. Recent years have seen further adaptation to digital and competitive pressures. On 30 June 2025, 10 News First rebranded to 10 News, aligning with multichannel evolutions like 10 Drama and 10 Comedy, while maintaining core evening bulletins.[80] Concurrently, The Project was replaced by 10 News+ in June 2025, a 6 pm news-current affairs hybrid hosted by figures like Hugh Riminton, aiming to recapture prime-time audience amid declining traditional ratings.[81] These shifts reflect ongoing efforts to balance legacy broadcast operations with streaming integration via 10 Play.Key programs and format changes
Network 10's primary news bulletin, 10 News First, originated as Ten Eyewitness News in 1973, pioneering hour-long dual-anchored local news formats across its metropolitan markets, including Sydney, Melbourne, Brisbane, Adelaide, and Perth.[82] The program initially aired at 6:00 pm weekdays, emphasizing eyewitness-style reporting with on-the-ground footage and live crosses, which helped differentiate it from competitors during the 1970s and 1980s.[83] By the early 1990s, bulletins shifted to 5:00 pm slots in most markets to accommodate extended evening programming, a change implemented network-wide in 1992.[84] In October 2018, coinciding with Network 10's rebranding under Paramount Global ownership, Ten Eyewitness News was renamed 10 News First, adopting a streamlined logo and graphics package focused on faster-paced delivery and national integration while retaining local editions.[85] This reformat emphasized brevity in stories, reduced filler, and enhanced digital tie-ins, though it faced criticism for compressing complex issues into shorter segments amid declining linear TV viewership. Weekend editions of 10 News First followed suit, airing 30-minute bulletins on Saturdays and Sundays, with sports and weather segments standardized across affiliates.[86] For current affairs, The Project launched in July 2009 as a panel-based discussion show blending news analysis, celebrity interviews, and satirical commentary, initially airing at 8:30 pm before moving to 7:00 pm and expanding to a one-hour format by 2011 to capture younger demographics.[87] The program underwent multiple host rotations and segment tweaks, including increased focus on viral social issues post-2020, but experienced audience erosion after format adjustments like reduced live audience interaction during the COVID-19 period.[88] Network 10 discontinued The Project on June 27, 2025, after 16 years and over 4,500 episodes, citing strategic realignment toward substantive reporting amid persistent ratings shortfalls against rivals.[89] Replacing The Project in the 6:00 pm slot, 10 News+ debuted on June 30, 2025, as a one-hour national program featuring in-depth investigations, expert panels, and data-driven analysis, hosted by anchors including Denham Hitchcock and Amelia Brace.[90] This shift marked a deliberate pivot from The Project's conversational style to a harder-edged format prioritizing investigative journalism over entertainment, with segments on policy, economics, and scandals.[91] Early episodes incorporated fist-bump intros and modular story blocks for flexibility, though initial ratings lagged behind predecessors, prompting ongoing tweaks to boost engagement.[92]Ratings and audience trends
Network 10's evening news bulletin, 10 News First, has historically captured a smaller share of the total audience compared to rivals Seven News and Nine News, typically ranking third in overnight ratings among metropolitan markets. From its 2018 rebranding onward, the program emphasized a faster-paced format targeting viewers under 50, where it occasionally led its demographic slot despite lower overall numbers.[93] Audience figures for the 5:00 pm bulletin hovered in the 400,000–500,000 range nationally (including regional affiliates) in recent years, reflecting a stable but modest performance amid broader linear TV declines.[94] In 2025, 10 News First experienced year-on-year growth, with the 5:00 pm edition increasing 14% and marking its strongest audiences since 2022; supporting bulletins like 10 Late News rose 18%, and daytime editions gained 35%.[61][57] This uptick contrasted with competitors' dominance, as Seven and Nine evening news averaged 1.5–1.6 million viewers in mid-2025 samples, underscoring Ten's third-place position in commercial share.[81] Total TV reach for 10 News First reached 655,000 in late October 2024, bolstered by digital extensions, though linear overnights remained challenged by streaming fragmentation.[95] The June 30, 2025, launch of 10 News+—a one-hour current affairs expansion into the 6:00–7:00 pm slot replacing The Project—failed to build on this momentum, debuting with 291,000 viewers and quickly declining to lows of 134,000 nationally by mid-July, including sub-25,000 in select markets like Adelaide.[96][97] The program ranked as low as 20th in overnight top 30 lists, underperforming The Project's prior averages and trailing even regional bulletins like WIN News.[98][99] Despite these shortfalls, Network 10 reported overall news streaming audiences up 16% year-on-year in early 2025, aligning with its strategy to prioritize younger, multi-platform viewers averaging five years below competitors.[57][100]Sports Coverage
Major sports rights and broadcasts
Network 10 broadcasts a range of domestic football competitions under its multi-year agreement with the Australian Professional Leagues (APL), valued at an estimated $200 million over five years, which includes free-to-air coverage of one Isuzu UTE A-League Men match per week on Saturday nights, alongside streaming on Paramount+.[101][102] This deal, now in its final 2025/26 season, also encompasses the Ninja A-League Women and Australia Cup fixtures, with all content aired under the 10 Sport banner.[103] Additionally, a separate four-year rights package with Football Australia through 2028 secures over 100 international matches involving the Socceroos and CommBank Matildas, with at least 50 games mandated for free-to-air transmission on Network 10, emphasizing national team qualifiers and major tournaments.[104] In basketball, Network 10 renewed its free-to-air deal with the National Basketball League (NBL) ahead of the 2025/26 season starting September 18, 2025, providing live coverage of select regular-season games, playoffs, and the Grand Final series, often scheduled as "NBL Sunday Hoops" to attract weekend audiences.[105] This extension aligns with broader efforts to maintain visibility for the league amid competing pay-TV options like ESPN.[106] Network 10 holds free-to-air sublicensing rights for Australian-hosted motorsport events, including the Formula 1 Australian Grand Prix and MotoGP Australian Grand Prix at Phillip Island, with coverage extended through multi-year agreements that include live races, qualifying sessions, and supporting programming.[107][108] These broadcasts, valued at approximately $6 million annually for F1 and $750,000 for MotoGP as of recent renewals, complement full-season rights held by Foxtel, focusing on high-profile domestic events to drive linear viewership.[109]Historical partnerships and shifts
Network 10's sports broadcasting began with rugby league coverage, including the Amco Cup in 1974, marking an early partnership with the New South Wales Rugby League (NSWRL).[110] By the 1980s, Ten secured rights to Sunday NRL games from 1983 to 1991, alongside broadcasting the 1991 Winfield Cup grand final live.[111] A significant shift occurred in 1989 when Ten signed a three-year deal with the NSWRL valued at approximately $45 million, reflecting growing commercial interest in the code but ultimately preceding a transition to Channel Nine as the primary FTA broadcaster in the 1990s.[112] In Australian football (AFL), Ten held broadcasting rights from 2002 to 2011, introducing innovative coverage elements like the "5 minute warning" in the fourth quarter for Saturday games.[113] This period culminated in a joint $780 million bid with the Seven Network for AFL rights from 2007 to 2011, splitting regular season and finals coverage.[114] Post-2011, Ten lost these rights amid competitive bidding, with the network absent from major AFL deals thereafter; for instance, it participated but did not secure a share in the $4.5 billion 2025-2031 agreement awarded to Seven, Foxtel, and Telstra.[115] Cricket partnerships saw Ten co-holding Big Bash League (BBL) rights with Nine until 2018 under a $600 million deal, focusing on domestic T20 content.[116] A major shift came in 2022 when Ten, backed by Paramount, bid over $1.5 billion for comprehensive Cricket Australia rights starting 2024-25, aiming to restore the sport's prominence on the network, but lost to Seven and Foxtel in a $1.512 billion extension through 2031.[117][118] Formula 1 coverage represented a consistent partnership, with Ten securing five-year rights in 2015 for full races and live streaming, including the Australian Grand Prix.[119] This evolved into ongoing broadcasts, yielding record national viewership of 3.6 million for the 2025 Australian Grand Prix across Ten's platforms.[120] Recent shifts emphasize soccer and basketball: Ten signed a $200 million five-year A-League deal in 2021, guaranteeing one live match weekly on its main channel, while adding free-to-air NBL rights for 2024-25 alongside ESPN.[121][122] In netball, a 2015 partnership with Fox Sports expanded coverage to over 175 hours annually.[123] Ten withdrew from Melbourne Cup bidding in 2023, citing conflicts with rights-holder Tabcorp's gambling emphasis.[124] These changes reflect a pivot from traditional football codes toward international and niche events, bolstered by Paramount's 2024 extension for Australian national team football through 2028, including at least 50 free-to-air games.[125]Availability and Distribution
Terrestrial broadcasting and HD services
Network 10 transmits its services via digital terrestrial television using the DVB-T standard, primarily in metropolitan areas through owned-and-operated stations in Sydney (TEN), Melbourne (ATV), Brisbane (TVQ), Adelaide (ADS), and Perth (NEW), with affiliate stations extending coverage to regional audiences.[126] The network's digital multiplex operates on UHF frequencies, such as 648.500 MHz and 788.625 MHz in select locations, accommodating multiple channels within a 7 MHz bandwidth per service as per Australian regulations.[127][128] Network 10 initiated standard definition digital terrestrial broadcasts in January 2000, preceding the national analog switch-off scheduled for 2013 and becoming the first commercial network to do so.[129] This early adoption allowed for the carriage of additional services alongside the primary channel on a single multiplex. High-definition services commenced with the launch of Ten HD on 16 December 2007, marking the first new commercial free-to-air channel in major Australian cities since 1988 and featuring HD content in sports, movies, documentaries, and entertainment during substantial daytime periods.[130][131] Ten HD was discontinued on 25 March 2009 and replaced by One HD, a sports-focused HD channel.[132] The simulcast HD service for the main 10 channel relaunched as 10 HD on 2 March 2016, positioned on digital channels 1 and 15 in metropolitan areas.[133] By 2025, Network 10 continued to expand HD availability, including through regional affiliates, aligning with broader industry shifts toward high-definition terrestrial broadcasting.[132] The multiplex now supports 10 HD alongside SD multichannels like 10 Bold and 10 Peach, ensuring compatibility with varying receiver capabilities.[134]Digital streaming platforms
Network 10's principal digital streaming offering is 10, a free ad-supported video-on-demand (AVOD) platform providing catch-up episodes and live channel streaming for its broadcast content. Launched on 29 September 2013 as Tenplay, the service initially focused on on-demand access to programs from Network 10's primary channel and multichannels, replacing the network's prior website-based video portal.[135] It expanded rapidly to include mobile apps for iOS and Android, support for smart TVs, gaming consoles, and web browsers, enabling users to stream full episodes of shows such as The Project, Have You Been Paying Attention?, and imported series across devices.[136] By 2018, amid Network 10's acquisition by CBS Corporation (later Paramount Global), the platform briefly incorporated subscription elements through 10 All Access, a paid service launched on 3 December 2018 that bundled over 7,000 hours of local and international content, including CBS library titles like Star Trek series and The Good Fight.[137] However, low subscriber adoption led to its discontinuation in favor of an ad-supported model, with premium CBS content migrating to separate Paramount services; since then, 10 has remained free-to-air aligned, emphasizing accessibility without paywalls.[138] In a June 2025 rebranding, Tenplay unified with Network 10's linear channels under the singular 10 identity, streamlining content delivery across free-to-air broadcasts and digital platforms to prioritize "premium content, free of charge."[139] The service now streams live feeds from 10, 10 Comedy, 10 Drama, Nickelodeon, and over 50 digital channels, alongside an on-demand library exceeding 10,000 hours of entertainment, news, and lifestyle programming.[140] Features include personalized recommendations, offline downloads for select titles, and integration with connected TVs, though ad interruptions mirror broadcast norms and have drawn user complaints regarding frequency and app stability.[141] Content availability emphasizes recent episodes (typically 28 days post-broadcast) and select evergreen series, with sports highlights from rights-held events like National Basketball League games occasionally featured, though full matches are limited to linear TV synergies.[3] As of October 2025, 10 does not offer standalone premium tiers but complements Paramount+ in Australia, where some Network 10 originals appear under licensing deals, reflecting a hybrid strategy amid declining linear viewership.[1]Regional affiliations and expansions
Network 10's extension into regional Australia has traditionally depended on affiliations with independent broadcasters that retransmit its Sydney- and Melbourne-based programming, supplemented by local news and content to comply with regulatory requirements. Principal affiliates included Southern Cross Austereo (SCA), which carried Network 10 signals in regional Queensland, southern New South Wales (including the Australian Capital Territory), and regional Victoria, and WIN Corporation in other parts of New South Wales and Queensland.[142][143] These arrangements originated from the aggregation of television services in regional markets during the late 1980s and early 1990s, enabling metropolitan networks like Network 10 to achieve broader national coverage without direct ownership of remote transmitters.[5] In a significant expansion, Network 10 moved toward direct control of regional assets starting in late 2024. On 17 December 2024, SCA announced the sale of its three aggregate regional television licenses—covering regional Queensland (RTQ), southern New South Wales/ACT (GSW), and regional Victoria (GTV)—to Network 10, a subsidiary of Paramount Global, for an undisclosed sum.[144][142] These stations, which had relayed Network 10's channels (10, 10 Bold, 10 Peach, and 10 News First) interspersed with local programming, transitioned to full Network 10 operation, bolstering its advertising representation and content distribution in non-metropolitan areas serving approximately 2.5 million viewers.[145] Further consolidation occurred on 1 May 2025, when Network 10 finalized the purchase of WIN Network's northern New South Wales license (NRN), encompassing broadcast areas such as Newcastle, Tamworth, Taree, Port Macquarie, Lismore, Coffs Harbour, and the Gold Coast.[143] This acquisition, valued at an estimated AU$15-20 million, integrated approximately 1.2 million regional viewers directly under Network 10's ownership, reducing reliance on third-party affiliates and aligning with broader industry trends toward vertical integration amid declining linear TV audiences.[146] These developments represent Network 10's most substantial regional footprint growth since its initial national branding in 1980, shifting from affiliation models to owned-and-operated stations in key non-urban markets.[147]Corporate Structure and Financial Performance
Ownership timeline
Network 10 originated from independent stations launched in the 1960s, with ATV-0 in Melbourne established on 1 August 1964 by Reginald Ansett's Austarama Television, and TEN-10 in Sydney commencing broadcasts on 5 April 1965 under United Telecasters Sydney Limited.[5] In 1979, Rupert Murdoch acquired control of TEN-10 Sydney and, through the purchase of Ansett Transport Industries, gained ownership of ATV-0 (renamed ATV-10 in 1980), with regulatory approval finalized in 1981.[5] [16] Ownership shifted in 1987 when Frank Lowy's Westfield Corporation purchased ATV-10 and TEN-10, consolidating control amid broader network restructurings, including the sale of Brisbane's TVQ-0 to Darling Downs TV.[5] By 1989, the network entered receivership due to declining ratings and financial pressures.[5] Westpac Bank managed the assets until 1992, when it sold the network to a consortium led by Canadian firm CanWest Global Communications, which acquired a 57.5% stake for A$275 million.[5] [7] CanWest increased its influence in 2007 by converting holdings into a 56% equity stake in Ten Network Holdings.[148] However, amid CanWest's global debt crisis, it divested its 50.1% interest in 2009, returning the company to a more diffuse shareholder base as a publicly listed entity on the Australian Securities Exchange.[32] Post-2009, significant stakes included James Packer's 16% acquisition in 2010 and Foxtel's 15% purchase in 2015 (via News Corp).[16] [149] Financial distress culminated in voluntary administration on 13 June 2017, triggered by major shareholders Lachlan Murdoch (7.7% via Illyria) and Bruce Gordon (14.96% via Birketu), who declined further funding amid mounting losses.[42] [7] CBS Corporation completed its acquisition on 16 November 2017, assuming full control of the network.[150] Following the 2019 merger of CBS and Viacom, Network 10 became a wholly owned subsidiary of Paramount Global (formerly ViacomCBS), operating under its UK & Australia division as of December 2019. No further ownership changes have occurred as of October 2025.[151]| Period | Primary Owner(s) | Key Details |
|---|---|---|
| 1964–1979 | Independent stations (Austarama/United Telecasters) | Melbourne (ATV-0/10) and Sydney (TEN-10) launches; localized ownership before national alignment.[5] |
| 1979–1987 | Rupert Murdoch/News Corporation | Control via acquisitions; network unified under 0-10/Network Ten branding.[5] [16] |
| 1987–1989 | Westfield Corporation (Frank Lowy) | Consolidation of Sydney and Melbourne assets.[5] |
| 1989–1992 | Westpac Bank (receivership) | Management during insolvency.[5] |
| 1992–2009 | CanWest Global Communications | 57.5% stake acquisition; equity conversion to 56% in 2007; divestment amid debt.[7] [148] [32] |
| 2009–2017 | Public company (diverse shareholders) | Notable stakes: Packer (16%, 2010), Foxtel (15%, 2015); voluntary administration in 2017.[16] [149] [42] |
| 2017–present | CBS Corporation / Paramount Global | Full acquisition in 2017; post-merger subsidiary status from 2019.[150] |
Recurring financial crises and recoveries
Network Ten has experienced multiple financial downturns since its inception, often tied to high debt levels, programming missteps, and shifts in media ownership regulations, followed by restructurings under new proprietors. In the late 1960s and early 1970s, the 0-10 Network operated on a precarious basis with predictions of imminent failure due to slim margins and competition from established rivals, but it stabilized through audience successes like the soap opera Number 96.[7] A more severe crisis emerged in the late 1980s amid ownership flux; after Rupert Murdoch divested assets in 1987 to comply with cross-media laws, Frank Lowy's Westfield acquired stakes but accumulated substantial debt, leading to receivership in September 1990 despite attempts to offload regional stations.[24] [7] Recovery in the early 1990s involved appointing Gary Rice as CEO in 1990, who implemented cost-cutting and operational reforms, culminating in CanWest Global's purchase of a 57.5% stake for A$275 million in 1995, which recapitalized the network and restored its metropolitan focus.[24] [7] This era marked a prosperous phase until dot-com era ventures faltered: a A$22 million investment in Village Ten Online (VTO) with Village Roadshow in 1999 led to the launch of Scape.com in October 2000, which entered voluntary administration by March 2001 amid the broader internet bubble burst.[7] CanWest's own financial strains from global expansion contributed to further pressures by the late 2000s, though Ten reported profits during 1995–2007 before CanWest's 2009 bankruptcy prompted asset sales.[152] The most recent acute crisis struck in 2017, when Ten Network Holdings disclosed a A$232 million half-year loss, prompting major shareholders—Lachlan Murdoch, Bruce Gordon, and James Packer—to retract guarantees for a A$250 million refinancing due December 23, resulting in voluntary administration on June 14.[7] Creditors approved CBS Corporation's A$167 million bid in September 2017 over a rival Murdoch-Gordon proposal, with the acquisition finalizing on November 16 after court approval and debt refinancing, enabling operational continuity.[153] [154] Post-acquisition, Ten achieved a A$66.6 million profit for the year ended August 2018, its first in years, but impairments persisted: a A$227 million loss in 2019 from licence write-downs, and a A$322 million deficit in 2024, including zeroing broadcast licence values amid declining linear TV revenues.[49] [155] These cycles underscore patterns of leverage-fueled expansions unraveling under revenue slumps, with salvations reliant on foreign capital infusions rather than organic profitability.[7]Recent economic challenges and streaming pivot
Network 10, owned by Paramount Global, recorded a net loss of A$322.1 million for the fiscal year ended December 31, 2024, a stark reversal from the A$42.2 million profit in the prior year.[155] This downturn was primarily driven by a complete write-down of its television broadcasting licence values to zero, reflecting the diminished economic viability of traditional free-to-air spectrum assets amid structural shifts in viewer behavior and advertising markets.[155] The network has faced persistent pressures from cord-cutting, fragmented audiences, and competition from global streaming giants, exacerbating revenue declines in linear television advertising, which constitutes the bulk of its income.[156] In response to these challenges and the accelerating migration of viewers to digital platforms, Network 10 announced a strategic reorientation on June 30, 2025, consolidating its free-to-air broadcast operations with its streaming service under a unified "10" brand.[139] This included rebranding sub-channels such as 10 Bold Drama to 10 Drama and 10 Peach Comedy to 10 Comedy, alongside transitioning 10play.com.au to 10.com.au, to create a seamless multi-platform ecosystem offering free access to live, on-demand, and FAST (free ad-supported streaming TV) content.[139] The initiative aims to align with evolving consumption patterns by prioritizing audience accessibility across devices, while enhancing data-driven advertising opportunities to offset linear TV erosion.[139] The pivot extends to content expansion, including new FAST channels featuring international programming like true crime series from All3Media, positioning Network 10 to capture growth in ad-supported streaming without subscription barriers.[139] Paramount executives framed this as an "industry-leading" move to foster a bolder, integrated identity, though its success remains contingent on reversing ad revenue stagnation and navigating parent company uncertainties following the Skydance merger approval in July 2025.[139][156] Despite these efforts, analysts note that Australian broadcasters like Network 10 continue grappling with high operational costs and regulatory constraints on digital monetization, underscoring the pivot's role as a defensive adaptation rather than a guaranteed recovery path.[157]Controversies and Criticisms
Regulatory and censorship issues
In 2005, the Australian Communications and Media Authority (ACMA) investigated complaints against Network 10's Big Brother Uncut and found multiple episodes breached the Commercial Television Industry Code of Practice due to explicit sexual content and language unsuitable for the program's classification, issuing a warning to the network.[158] Following public and political outcry over incidents in the 2006 season, including an alleged assault dubbed the "turkey slap," Network 10 discontinued its uncensored late-night spin-off Big Brother Adults Only after just weeks on air and doubled its censorship staff to two reviewers per episode to mitigate further regulatory scrutiny and comply with broadcasting standards.[159] [160] These measures responded to pressure from federal communications officials, who advocated extending television classification rules to online footage to close perceived loopholes in content moderation.[161] Network 10 has also encountered regulatory enforcement for advertising violations. In February 2025, ACMA ruled that Network Ten (Sydney) Pty Limited breached gambling advertisement restrictions by airing four prohibited wagering ads during a practice session of the Australian Formula 1 Grand Prix on March 24, 2024, prompting a formal reprimand as the network's first such offense.[162] [163] Separately, in August 2024, ACMA determined that 10 Play, Network 10's streaming platform, violated online gambling ad rules by broadcasting 17 different wagering promotions during a live Socceroos international friendly match on March 24, 2024, outside permitted time slots; this followed prior similar breaches in 2023 and resulted in a formal warning with threats of escalated penalties for recurrence.[164] [165] [166] ACMA has occasionally probed Network 10 for content classification lapses, such as inadequate viewer warnings for mature themes in imported series like Californication, where omissions in consumer advice for sex and drug depictions led to code violations, though no fines were imposed in documented cases.[167] These incidents highlight ongoing tensions between commercial imperatives for edgy programming and Australia's strict broadcast decency and advertising regimes, enforced via self-regulatory codes overseen by ACMA, without evidence of systemic political censorship but with repeated calls for tighter controls on live sports and reality formats.[168]Programming scandals and public backlash
In 2006, during the sixth season of Big Brother aired on Network 10, housemate Michael Bric assaulted fellow contestant Michael Cox by striking his genitals with a rubber turkey baster in an incident dubbed the "turkey slap," captured on live footage and broadcast before producers intervened.[169][170] Bric and Cox were immediately evicted, with Bric facing indecent assault charges that were later dropped after prosecutors deemed insufficient evidence for conviction; the event nonetheless sparked widespread public outrage, petitions with over 10,000 signatures calling for the show's cancellation, and commentary from Prime Minister John Howard condemning the behavior as unacceptable.[171][172] The backlash highlighted concerns over the program's tolerance for on-air violence and ethical oversight, contributing to Network 10's decision to end Big Brother after its 2008 season amid declining ratings and reputational damage.[173] A more recent controversy arose from a November 2021 episode of The Project, where Network 10 broadcast an interview conducted by Lisa Wilkinson with Brittany Higgins, in which Higgins alleged she was raped by a colleague in Parliament House in 2019; Bruce Lehrmann, the unnamed colleague, filed a defamation lawsuit against Network 10 and Wilkinson in April 2023, claiming the broadcast destroyed his reputation by implying guilt without a criminal trial.[174][175] The five-week federal court trial concluded in April 2024 with Justice Michael Lee ruling on the balance of probabilities that Lehrmann had raped Higgins, dismissing the suit under the public interest defense while noting no criminal conviction occurred and Lehrmann maintained his innocence; Network 10 incurred legal costs exceeding $10 million.[176][177] Lehrmann's appeal, heard in August 2025, intensified public debate over journalistic standards, with critics arguing the network prioritized sensationalism over verification amid mainstream media's alignment with Higgins' narrative, though the court affirmed the broadcast's role in prompting a police reinvestigation.[178][179] The November 2023 cancellation of daytime talk show Studio 10 after a decade on air provoked internal and public backlash when reports emerged that co-hosts Tristan MacManus and Angela Bishop had been privately informed of the axing months earlier, while production staff learned only upon public announcement, leading to accusations of executive opacity and staff mistreatment.[180][181] Network 10 executives faced criticism for a perceived "cold" email to employees announcing the closure, exacerbating morale issues amid broader cost-cutting; the decision was attributed to low ratings averaging under 200,000 viewers, but the handling fueled perceptions of poor internal communication.[69][182]Allegations of political bias and market failures
Network 10's news bulletins and panel show The Project have drawn allegations of left-leaning bias, with coverage perceived as favoring progressive politics and critiquing conservative figures disproportionately.[183] Programs like The Project were described by critics as "preachy" and overly focused on identity politics, contributing to viewer fatigue.[184] In 2020, media analyst Stephen Brook contended that the network's editorial stance had shifted leftward beyond even The Guardian, arguing this orientation defied commercial logic by narrowing its appeal in a polarized audience.[185] Such criticisms intensified amid U.S. parent company Paramount Global's ties to CBS, which faced scrutiny for perceived bias in political reporting, raising questions about Network 10's Australian output.[183] The replacement for The Project, 10 News+, launched in June 2025 and was promptly labeled "woke" by commentators, achieving dismal ratings that underscored ongoing content-audience mismatches.[186][96] These bias claims have intersected with accusations of market failures, where ideological programming allegedly accelerated audience and revenue declines. Network 10 entered voluntary administration in June 2017 after failing to refinance A$250 million in debt, with shares plummeting 83% that year due to weak advertising markets, programming flops, and sluggish digital pivots.[187][7][152] By October 2023, the network hit its lowest commercial audience share in OzTAM history at 21.2%, trailing rivals Seven (42.1%) and Nine (37%).[188] Financial strain persisted, culminating in a A$300 million net loss for the 2024 fiscal year, including a full write-down of television broadcast licenses to zero amid streaming competition and ad revenue erosion.[189] In March 2023, Network 10 rebuffed a Morgan Stanley report citing poor ratings as bolstering competitors, accusing the analysts of undue bias against the network.[190] Detractors, including Brook, posited that leftward content shifts alienated mainstream viewers, compounding structural challenges like free-to-air audience fragmentation and failure to capture digital ad dollars effectively.[185] The June 2025 axing of The Project after 16 years—following weeks of ratings declines—highlighted these intertwined issues, as the show transitioned to 10 News+ only to post metro audiences as low as 291,000 viewers in its debut week.[191][192]Branding and Identity
Logo and graphic evolution
Network 10's logo evolution reflects its consolidation from independent stations to a unified national brand, beginning with the adoption of channel 10 numerals in the early 1980s. Individual stations like TEN-10 Sydney introduced stylized "10" logos starting January 16, 1983, followed by others such as ATV-10 Melbourne in June 1984.[15] These early designs emphasized the channel number in bold, sans-serif fonts, often with geometric elements to signify modernity. A transitional phase occurred in 1988–1989, with updated variants across stations including NEW-10 and TVQ-10, featuring more dynamic shapes prior to national standardization.[193] On July 23, 1989, the network launched the "10 TV Australia" logo, marking an attempt at cohesive identity with a circular motif enclosing the numeral. This was short-lived, replaced on January 13, 1991, by the iconic lowercase "ten" wordmark within a blue circle, using Microgramma Light font, which became a enduring watermark.[15] The 1991 logo persisted with refinements: from October 1, 1999, a metallic, 3D rendering enhanced visual depth until December 16, 2007, when a sleeker, high-definition compatible version was introduced.[194] Further tweaks on June 22, 2013, shifted colors from yellow accents to light blue and white for a cooler palette, aligning with digital broadcasting trends.[195] On October 31, 2018, Network Ten underwent a major rebrand under new ownership by ViacomCBS (now Paramount), spelling the name as "Network 10" and refreshing the button logo with bolder, twisted elements to reinvigorate the brand amid market challenges.[47][46] This design emphasized familiarity while introducing vibrant streaks and a "positively twisted" aesthetic. In June 2025, ahead of schedule revamps, Network 10 implemented a subtle refresh, phasing in a primary logo variant that unified linear TV, multichannels, news, and streaming under simplified "10" branding—renaming channels like 10 Bold to 10 Drama and 10 Play to 10—while retaining core elements for consistency across platforms.[196][51] The update, rolled out from June 30, aimed to streamline identity in a competitive streaming era.[80]Advertising slogans and campaigns
Network Ten's advertising slogans have evolved to reflect shifts in branding strategy, often emphasizing entertainment value, accessibility, and contemporary appeal, with campaigns frequently adapting motifs from U.S. counterparts like CBS. Early slogans targeted local audiences, such as "Entertaining Brisbane and the Gold Coast!" in 1968 for TVQ-10 and "ALIVE 0" in 1972, coinciding with programming expansions.[197] By the late 1970s, network-wide efforts included "Keep Your Eye on the 0!" from 1977 to 1978, promoting prime-time lineups across affiliates.[197] These were typically aired in station idents and promos to build viewer loyalty amid competition from the ABC and Seven Network. The 1980s and 1990s marked a period of unified national branding, with slogans like "The Entertainment Network" introduced in 1991 during the relaunch as 10 TV Australia, highlighting blockbuster movies and series to differentiate from rivals' news-heavy focus.[198] This era saw increased borrowing from international formats, including idents featuring revolving logos and upbeat jingles. A standout campaign was "Turn Me On," launched in February 1998 and running through August 1999, which positioned Ten as a vibrant alternative for younger demographics through provocative promos featuring shows like Good News Week.[197][199] The slogan appeared in customized idents, such as those with cast members from comedy programs, and was revived in variations like "Turn on 10" for drama promotions in 2014.[200]| Period | Slogan | Key Campaign Notes |
|---|---|---|
| 1979–1980 | Come Up, Come Up to TEN | TEN Sydney affiliate promo emphasizing local content.) |
| 1981 | Star Station Ten | Focused on celebrity-driven programming.) |
| 1982–1983 | You're on Channel Ten | Broad appeal to everyday viewing habits.) |
| February 1998 – August 1999 | Turn Me On Ten | Edgy, youth-oriented ads tying into satirical shows; featured in multiple idents.[197] |
| 1999–2000s | We're the Ten | Emphasized network pride and entertainment lineup post-rebrand.[197] |
| 2010s | Always On | Multi-million-dollar national campaign promoting 24/7 programming accessibility and slate announcements.[201] |