Network 10 has officially dropped the split branding. Its linear and streaming services are now operating under a single, unified identity: “10”.
The consolidation affects every major touchpoint. The broadcast channel remains 10, while the 10 Play platform has shifted to 10.com.au. Sub-channels 10 Peach and 10 Bold have been renamed 10 Comedy and 10 Drama. News content is rebranded as 10 News.
It marks the first time an Australian broadcaster has fully merged its TV and digital brands. Viewers can now access the same content across free-to-air and digital under a single destination, without needing a subscription. The relaunch includes a revised logo and visual package, pushing a cleaner, more cohesive design across all formats.
10’s growing portfolio of FAST channels will also carry the new branding. New additions include My Strange Addiction, Homicide Hunters, and Aftershock, alongside upcoming comedy reruns from Working Dog staples like The Cheap Seats and Thank God You’re Here arriving in August. British drama is getting a lift too, with All3Media’s Demand Drama channel set to deliver TV adaptations of work by Lynda La Plante.
According to internal leads at Paramount Australia and New Zealand, the move is driven by the shift in viewing habits. Digital now makes up a significant share of the network’s total reach, and streamlining the brand is a strategic play to simplify discovery across devices.
The updated 10 platform benefits from Paramount’s wider content library. Viewers already have access to a mix of live, ad-supported channels through Pluto TV, plus curated titles from MTV Studios, Comedy Central, Nickelodeon, CBS, and SHOWTIME, along with selected Paramount+ originals.
All content remains free to access. The rebrand is now live across broadcast and online.
