10 Bold

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10 Bold
10 Bold 2018.svg
Launched26 March 2009; 11 years ago (2009-03-26)
NetworkNetwork 10
Owned byTen Network Holdings
ViacomCBS Networks UK & Australia
Picture format576i (SDTV) 16:9
1080i (HDTV) 16:9 (Darwin and Remote Central only)
Audience share2.9% nationally (2018 ratings year, [1])
SloganIt's better to be bold than bossy!
Broadcast areaSydney, Melbourne, Brisbane, Adelaide, Perth, Darwin, Northern NSW & Gold Coast, Regional QLD, Southern NSW & ACT, Griffith, Regional VIC, Mildura, Tasmania, Eastern SA, Regional WA
Formerly called
  • One HD (2009–2011)
  • One (2011–2018)
  • 10 Boss (31 Oct–10 Dec 2018)
Replaced10 HD (HD channel space; 2007–2009, later relaunched on 2 March 2016)
Sister channel(s)
TEN Sydney (DVB-T)1569 @ 11 (219.5 MHz)[3]
ATV Melbourne (DVB-T)1585 @ 11 (219.5 MHz)
TVQ Brisbane/Gold Coast (DVB-T)1601 @ 11 (219.5 MHz)
ADS Adelaide (DVB-T)1617 @ 11 (219.5 MHz)
NEW Perth/Mandurah (DVB-T)1665 @ 11 (219.5 MHz)
Freeview Ten metro (virtual)1/12
Freeview WIN regional (virtual)81/86
Freeview SCA Spencer Gulf/Broken Hill (virtual)50
VAST (virtual)1 or 81
Foxtel/Optus (virtual)140
Streaming media
10 Play

10 Bold is an Australian free-to-air digital television multichannel owned by Network 10. It originally launched on 26 March 2009 as One with a focus on broadcasting sports-based programming and events, but changed in April 2011 to more reality, scripted and adventure-based programming aimed at males between the ages of 25 to 54.[4] As of October 2018, the channel now primarily broadcasts dramatic programming aimed towards viewers 40 and older.

Due to the relaunch of 10 HD on 2 March 2016, it was reduced to a standard definition broadcast.[5][6]


Sports format channel[edit]

The channel commenced broadcasting as One HD on 26 March 2009 at 7.00 pm in Melbourne (due to live coverage of the Australian Football League) and at 7.30 pm in Sydney, Brisbane, Adelaide and Perth.[7] The channel, owned by Network Ten, featured nonstop sport content including live sport, sports documentaries and sports-themed movies.[8]

One initially broadcast in high definition on digital channels 1 and 11 with a standard definition simulcast on digital channel 12 known as One SD or One Digital.[9][10] At launch, One replaced the previous Ten HD service and a standard definition simulcast of Ten HD called TenSD2.[10]

One HD began broadcasting on Macquarie Media Group's owned and operated Southern Cross Ten regional television stations on digital channel 50 at 7.00 pm on 2 July 2009.[11][12] Tasmania didn't broadcast it until 30 July 2009,[13] and Mildura didn't broadcast it until 1 December 2009.[14]

The simulcast on digital channel 11 was later reallocated for Ten's standard definition digital multichannel Eleven (Now 10 Peach) on 15 December 2010 in preparation for its launch on 11 January 2011. As a result, the channel's high definition simulcast was moved to channel 12, replacing the standard definition simulcast.

In 2011, the channel began to dilute its all-sport format to include adventure-themed reality programming such as Ice Road Truckers and Black Gold, and a weekly feature-length movie or documentary, usually, but not limited to, a sporting theme. In April 2011, it was revealed that the channel would shift to a more broad general entertainment channel aimed towards a younger male demographic, whilst still featuring sports programming.[15]

Sports and entertainment channel[edit]

It was confirmed on 4 April 2011 that due to unsupportable overheads associated with running the station as an "all-sport" channel, One HD would begin to air more general entertainment programming alongside sport, particularly shows aimed at an older male audience and would also be rebranded as One. The changes were intended to make the channel a greater competitor against 7mate, which has a similar scope,[16][17] and took place on 7 May 2011.

One's updated schedule included factuals such as Everest: Beyond the Limit, Extreme Fishing with Robson Green, Airline, Long Way Round, Ice Road Truckers, An Idiot Abroad, Cops, dramas such as Terriers, Lights Out, Sons of Anarchy, Burn Notice, Breakout Kings and Psych and films such as The Last King of Scotland, 28 Weeks Later, Babylon AD, Jarhead, Pitch Black, Doom, Hitman, The Manchurian Candidate and Walker Texas Ranger.

2018 rebrand[edit]

On 31 October 2018, One relaunched as 10 Boss, as part of a larger rebranding of Network Ten. Chief content officer Beverley McGarvey described "Boss" as reflecting an overall "attitude" in its programming, exemplified by a focus on characters with "bold" personalities or could be reasonably described as being a "boss" (such as Judge Judy). 10 Boss primarily targets viewers over the age of 40, and focuses primarily on dramas (such as Madam Secretary and NCIS).[18][19][20][21]

On 10 December 2018, the channel was renamed 10 Bold, due to trademark conflicts with Fairfax Media (which had completed its merger with Nine Entertainment Co.) and the Australian Financial Review publication Boss. A press release promoting the rebranding acknowledged the conflict, describing the change as being an "early Christmas present to Nine", and quipping that "it's better to be bold than bossy".[22][23]


The channel targets a broad range of viewers, broadcasting programs from Australia, New Zealand, the United Kingdom, Canada, and the United States, and complementing existing programming on Ten. Programs aired on the channel are scripted and adventure-based programming aimed at males between the ages of 25 to 54, mix of genres, including reality, lifestyle, drama, classic sitcoms from the 60s, 70s and 80s, comedies, live sport and action films.

As a result of the revival of 10 HD on 2 March 2016, the channel was reduced to standard definition.[5][6]

Current programming[edit]





Game shows[edit]

Talk show[edit]



  • Car Crash Britain: Caught on Camera


Former programming[edit]






  • 4WD Touring Australia
  • Big Fish Small Boats (repeats)
  • Blokesworld (moved to 7mate)
  • Car Torque (repeats)
  • Driving Wars
  • Escape with ET (repeats)
  • Extreme Boats Big Angry Fish
  • Extreme Collectors
  • Far Flung with Gary Mehigan (repeats)
  • Freddie Flintoff: Lord of the Fries
  • Hardliners (repeats)
  • International Fishing Series
  • Merv Hughes Fishing
  • Ozzie Holiday
  • Temporary Australians (repeats)

Light Entertainment[edit]

Game shows[edit]

News and current affairs[edit]



Major Sponsors[edit]

Sport rights[edit]

On 17 March 2009, Australian Swimming Championships was broadcast on Ten HD before the launch of ONE on 26 March 2009 showing Live in 2009 until 2015.

In 2010, Both Ten & One Secured the rights for both Delhi 2010 & Glasgow 2014 also shared with Foxtel only 2010.

In October 2011, it was confirmed that the National Basketball League games would be delayed. During the 2012–13 season, some Friday night games were shown live on One at 9.30 pm. Live Sunday games returned to TEN at 2pm.

By March 2012, sport was very much a secondary focus of One. Sport is only shown when it clashes with Ten's regular programming or as HD simulcast when it airs on Ten. Moto GP races airs only on ONE except for the Australian GP round which airs on Ten as well as ONE as HD simulcast. F1 qualifying is shown on ONE live while TEN replays later on.

10 Bold broadcast Formula One Grand Prix every qualifying session shown live with a half-hour preview. Rights to be held till 2014, including IPTV rights from 2011 to 2014 and in 2015 onwards Formula One shows a 1-hour highlight package at 9.30pm Mondays on One that aren't live on Network Ten while continuing with a simulcast on tenplay.

10 Bold broadcast Moto GP every race live (qualifying in highlights only from 2014 onwards) from 2010 till 2014, then from 2015–2016. Moto2 and Moto3 and MotoGP will be shown on the Australian Motorcycle Grand Prix round only on Ten.

10 Bold had previously showed NASCAR, between 2010 and 2014 airing both Sprint Cup and Nationwide Series highlights. Every NASCAR Sprint Cup race was shown live between 2011 and 2014.

10 Bold shows Supercars Championship every Seven races live plus highlight packages of all races.

10 Bold shows highlights for every round of Super Rugby every Sunday morning and replays of every Wallabies Test at around midday, that was previously shown on TEN from The Rugby Championship and Spring Tour


10 Bold is available in 576i standard definition from the network's five metropolitan owned-and-operated stations, TEN Sydney, ATV Melbourne, TVQ Brisbane, ADS Adelaide, and NEW Perth and in regional Australia from Southern Cross Austereo's owned-and-operated station SGS/SCN in regional South Australia. WIN Television through its owned-and-operated stations, VTV in Regional Victoria, WIN in Southern New South Wales/Australian Capital Territory, NRN in Northern New South Wales, RTQ in Regional Queensland, STV (TV station) in Mildura, TVT in Tasmania, WOW in regional Western Australia, MGS/LRS in eastern South Australia, and AMN in Griffith and the MIA, DTD in Darwin, and CDT in Central Australia (including remote NT, QLD and SA).

One was available to Foxtel cable subscribers via its HD+ package, and One SD was available on its basic cable service when it was broadcast.[25]

Logo and identity history[edit]

Identity history[edit]

  • 26 March 2009 – 7 May 2011: Sharing One Passion Sport/Sport Lives Here
  • 7 May 2011 – 31 October 2018: It All Lives Here
  • 31 October – 10 December 2018: TV With A Twist
  • 10 December 2018 – present: It's better to be bold than bossy!


  1. ^ "2018 ratings: multichannel top 20". TV Tonight. 14 December 2018.
  2. ^ "New Channel Will Shake It Up". Network 10. 13 July 2020. Retrieved 13 July 2020.
  3. ^ "Archived copy" (PDF). Archived from the original (PDF) on 1 January 2017. Retrieved 10 April 2017.CS1 maint: archived copy as title (link)
  4. ^ Knox, David (11 May 2014). "Multichannel Survey: ELEVEN, ONE". TV Tonight. Archived from the original on 7 July 2015. Retrieved 6 May 2015.
  5. ^ a b "TEN HD Simulcast Set To Launch On 2 March". Ten Network Holdings. 22 February 2016. Archived from the original on 23 February 2016. Retrieved 22 February 2016.
  6. ^ a b Knox, David (22 February 2016). "TEN in High Definition from March 2". TV Tonight. Archived from the original on 22 February 2016. Retrieved 22 February 2016.
  7. ^ "Network Ten Golf Partnership" (PDF). Ten Corporate. 2 February 2009. Archived (PDF) from the original on 4 January 2011. Retrieved 3 February 2009.
  8. ^ Wilson, Caroline (28 October 2008). "Game on with new 24-hour sport channel". The Sydney Morning Herald. Archived from the original on 28 October 2008. Retrieved 28 October 2008.
  9. ^ "Ten announces HD sports digital multi-channel: One" (PDF). Ten Network Holdings. Australian Stock Exchange. 28 October 2008. Archived (PDF) from the original on 24 February 2009. Retrieved 28 October 2008.
  10. ^ a b "Technical Bulletin Forthcoming Changes to Network Ten's Digital Transmissions" (PDF). Ten Network Holdings. February 2009. Archived (PDF) from the original on 4 February 2017. Retrieved 11 September 2016.
  11. ^ "Southern Cross adds ONE HD from July 2". 16 June 2009.
  12. ^ "Macquarie Media Group – Media Release" (PDF). Maquarie Media Group. 15 March 2009. Retrieved 16 June 2009.
  13. ^ "ONE HD in Tassie: July 30". 7 July 2009.
  14. ^ "7TWO for Tassie / Darwin, ONE for Mildura". 30 November 2009.
  15. ^ Chessell, James (4 April 2011). "Revamp at One targets younger males". The Australian. Retrieved 4 April 2011.
  16. ^ One HD to undergo revamp Archived 23 December 2011 at the Wayback Machine. Media Spy (4 April 2011). Retrieved 23 December 2013.
  17. ^ ONE to broaden its horizons Archived 16 September 2011 at the Wayback Machine. TV Tonight. Retrieved 23 December 2013.
  18. ^ "Network Ten Rebrands As 'Network 10' With New-Look Logo". B&T. 31 October 2018. Retrieved 31 October 2018.
  19. ^ Lallo, Michael (31 October 2018). "Network Ten in 2019: What's new, what's returning, what's gone?". The Sydney Morning Herald. Retrieved 31 October 2018.
  20. ^ "Ten reveals first major rebrand in 27 years: Peach, Boss and 10 News First". Mumbrella. 31 October 2018. Retrieved 31 October 2018.
  21. ^ "10 Upfront: Behind the rebrand of Boss, Peach, News and 10 Play". Mediaweek. Retrieved 31 October 2018.
  22. ^ Kelly, Vivienne (10 December 2018). "Ten caves and renames '10 Boss' as '10 Bold'". Mumbrella. Retrieved 17 December 2018.
  23. ^ "Channel 10 rebrands 10 Boss 10 Bold after Fairfax legal threat". News.com.au. Retrieved 18 December 2018.
  24. ^ Knox, David (15 June 2015). "Multichannel Survey: Eleven / One". Archived from the original on 1 July 2015. Retrieved 16 June 2015.
  25. ^ Knox, David (27 June 2009). "ONE SD coming to Foxtel cable". tvtonight.com.au. Archived from the original on 30 June 2009. Retrieved 28 June 2009.

External links[edit]