Network Ten has ceded the name 10 Boss for its multi-channel formerly known as One, following a legal challenge from Fairfax Media (now part of Nine Entertainment Co) over use of the “Boss” name conflicting with the Australian Financial Review‘s Boss brand.
From tonight, 10 Boss becomes 10 Bold — but nothing else is changing in terms of content.
Ten’s press release of the name change:
“There is so much to love about 10 Boss – the brand, the attitude, the position. 10 Boss does a great job of representing the slate of drama, action, live sport and kickarse programs it airs. We invested heavily in making it great and it looks really really good next to all our new brands – 10, 10 Peach, 10 Play, 10 Daily and 10 All Access.
“Viewers are digging it!”
“But some were not so happy, as so often is the case. And it didn’t take long for Fairfax Media to voice their displeasure at the name. Fairfax and Nine thought we were trying to rip off their BOSS brand. Really!
“Anyone that knows 10, knows we’re no Grinch. So in the spirit of giving and as an early Christmas present to our friends at Nine, we’re flicking the switch to 10 Bold.
“That’s right, from tonight 10 Boss will become 10 Bold. We think it’s better to be bold than bossy.
“We want to start 2019 fresh with a great suite of channels and with brands that work. We want to focus on creating great content for our viewers.