10 Bold

10 Bold is an Australian free-to-air digital television multichannel owned by Network 10. It originally launched on 26 March 2009 as One HD with a focus on broadcasting sports-based programming and events, but rebranded to One in April 2011 to more reality, scripted and adventure-based programming aimed at males between the ages of 25 to 54.[1] As of October 2018, the channel now primarily broadcasts dramatic programming aimed towards viewers 40 and older.

10 Bold
Logo used since 2018
Broadcast areaSydney, Melbourne, Brisbane, Adelaide, Perth, Darwin, Regional QLD, Northern NSW & Gold Coast, Southern NSW & ACT, Griffith, Broken Hill, Regional VIC, Mildura, Tasmania, Eastern SA, Spencer Gulf, Central Australia, Regional WA
NetworkNetwork 10
Picture format576i SDTV (Regional areas excluding Remote Eastern/Central)
1080i HDTV (Metro areas and Remote Eastern/Central)
Owner Ten Network Holdings Ltd
ParentParamount Networks UK & Australia
Sister channels
Launched26 March 2009 (2009-03-26)
Replaced10 HD (HD channel space; 2007–2009, later relaunched on 2 March 2016)
Replaced by10 Peach (One SD)
Former names
  • One HD (2009–2011)
  • One (2011–2018)
  • 10 Boss (31 October 2018 – 10 December 2018)
Freeview 10 metro (virtual)12
Freeview WIN Northern NSW & Gold Coast (virtual)51
Freeview SCA/10 Tasmania (virtual)52
Freeview SCA Regional QLD, Southern NSW & ACT, Regional Victoria, Spencer Gulf SA/Broken Hill NSW (virtual)53
Freeview WIN/Prime Regional WA (virtual)5
Streaming media
10 Play

Due to the relaunch of 10 HD on 2 March 2016, it was reduced to a standard-definition broadcast for 5 years until 23 September 2021 at 6am when it switched to HD.[2][3]


Sports format channel

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.[4] The channel, owned by Network Ten, featured nonstop sport content including live sport, sports documentaries and sports-themed movies.[5]

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.[6][7] At launch, One replaced the previous Ten HD service and a standard-definition simulcast of Ten HD called TenSD2.[7]

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.[8][9] Tasmania didn't broadcast it until 30 July 2009,[10] and Mildura didn't broadcast it until 1 December 2009.[11]

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.[12]

Sports and entertainment channel

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,[13][14] 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

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).[15][16][17][18]

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".[19][20]


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.[2][3]




  • Adventure Angler
  • All 4 Adventure
  • ETs Fishing Classics
  • Extreme Fishing with Robson Green
  • Fishing Edge
  • The Home Team
  • I Fish
  • Into Water and Beyond
  • Just Go
  • Let's Do Coffee
  • The Living Room
  • The Offroad Adventure Show
  • Pat Callinan's 4x4 Adventures
  • Reel Action
  • Reel Rock
  • River to Reef
  • Robson Green Extreme Fisherman
  • Robson's Extreme Fishing Challenge
  • What's Up Downunder

Talk show



  • Car Crash Britain: Caught on Camera






  • Emergency Search & Rescue
  • Gold Coast Cops
  • Territory Cops


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

Light Entertainment

Game shows

News and current affairs



Major Sponsors

Sport rights

On 17 March 2009, Australian Swimming Championships was broadcast on 10 HD before the launch of 10 Bold on 26 March 2009 showing Live in 2009 until 2015.

In 2010, Both 10 & 10 Bold 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 10 Bold at 9.30 pm. Live Sunday games returned to 10 at 2pm.

By March 2012, sport was very much a secondary focus of 10 Bold. Sport is only shown when it clashes with 10's regular programming or as HD simulcast when it airs on 10. Moto GP races airs only on 10 Bold except for the Australian GP round which airs on 10 as well as 10 Bold as HD simulcast. F1 qualifying is shown on 10 Bold live while 10 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 to 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 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 1080i high definition from the network's five metropolitan owned-and-operated stations, TEN Sydney, ATV Melbourne, TVQ Brisbane, ADS Adelaide, and NEW Perth and is also available in regional Australia in 576i standard definition from Southern Cross Austereo's owned-and-operated stations, SGS/SCN in Spencer Gulf and Broken Hill, GLV/BCV in Regional Victoria, CTC in Southern New South Wales/Australian Capital Territory and TNQ in Regional Queensland. WIN Television through its owned-and-operated stations, NRN in Northern New South Wales, MGS/LRS in eastern South Australia, and MDN in Griffith and the MIA. Digital joint-venture stations, MDV in Mildura, TDT in Tasmania, WDT in regional Western Australia, DTD in Darwin, and CDT in Central Australia (including remote NT, QLD and SA) also broadcast 10 Bold but in 1080i high definition just like 10 Bold in 10’s O&O stations.

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.[22]

Logo and identity history

Identity history

  • 26 March 2009 – 7 May 2011: Sharing One Passion Sport/Sport Lives Here
  • 7 May 2011 – 31 October 2018: It All Lives Here
  • 10 December 2018 – 1 August 2020: It's better to be bold than bossy!
  • 2 August 2020 — present: Heroes Live Here

See also

  • List of digital television channels in Australia


  1. Knox, David (11 May 2014). "Multichannel Survey: ELEVEN, ONE". TV Tonight. Archived from the original on 7 July 2015. Retrieved 6 May 2015.
  2. "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.
  3. 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.
  4. "Network Ten Golf Partnership" (PDF). Ten Corporate. 2 February 2009. Archived (PDF) from the original on 4 January 2011. Retrieved 3 February 2009.
  5. 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.
  6. "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.
  7. "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.
  8. "Southern Cross adds ONE HD from July 2". 16 June 2009.
  9. "Macquarie Media Group – Media Release" (PDF). Maquarie Media Group. 15 March 2009. Retrieved 16 June 2009.
  10. "ONE HD in Tassie: July 30". 7 July 2009.
  11. "7TWO for Tassie / Darwin, ONE for Mildura". 30 November 2009.
  12. Chessell, James (4 April 2011). "Revamp at One targets younger males". The Australian. Retrieved 4 April 2011.
  13. One HD to undergo revamp Archived 23 December 2011 at the Wayback Machine. Media Spy (4 April 2011). Retrieved 23 December 2013.
  14. ONE to broaden its horizons Archived 16 September 2011 at the Wayback Machine. TV Tonight. Retrieved 23 December 2013.
  15. "Network Ten Rebrands As 'Network 10' With New-Look Logo". B&T. 31 October 2018. Retrieved 31 October 2018.
  16. 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.
  17. "Ten reveals first major rebrand in 27 years: Peach, Boss and 10 News First". Mumbrella. 31 October 2018. Retrieved 31 October 2018.
  18. "10 Upfront: Behind the rebrand of Boss, Peach, News and 10 Play". Mediaweek. Retrieved 31 October 2018.
  19. Kelly, Vivienne (10 December 2018). "Ten caves and renames '10 Boss' as '10 Bold'". Mumbrella. Retrieved 17 December 2018.
  20. "Channel 10 rebrands 10 Boss 10 Bold after Fairfax legal threat". News.com.au. Retrieved 18 December 2018.
  21. Knox, David (15 June 2015). "Multichannel Survey: Eleven / One". Archived from the original on 1 July 2015. Retrieved 16 June 2015.
  22. 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.
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