Channel 10 leans into the digits with rebrand

Or I guess I should just say 10.

That's the message from 10's rebrand today, which pushes away Play, Peach and Bold and instead leans into 10 as its core identity.

On-air promos won't direct users to 10 Play anymore, instead telling viewers that 10 is the place to 'watch + stream free'. The 10play.com.au domain name is now simply 10.com.au and the 10 Play app is now just the 10 app.

Neither the 10 website or app have been improved from a technical standpoint, with the 10 website still serving up a pretty low-resolution livestream of the channel and shows and the 10 mobile app still feeling quite cross-platform (pejorative).

The key change visually is also 10 breaking out of the iconic circle logo. Now 10's watermark features just the numbers:

Secondary channel 10 Peach is now 10 Comedy and 10 Bold is now 10 Drama. 10 News First will now be referred to on-air as just 10 News.

TV Tonight talked to Claudio Amati, Head of Network Creative at Paramount Australia, about the changes:

“We’re taking Channel Five’s lead with the ‘watch and stream free’ messaging. They actually used ‘watch and stream’. But we did research to make sure that we were hitting all the touch points. And what came out of the research five or six months ago was that there was confusion in the market as to what services were free and what services you paid for,” he explains.

“We decided to add the word ‘free’ on the end of that tagline… it also differentiates us from Paramount+, which is obviously our SVOD.”