10 Peach

10 Peach is an Australian free-to-air television channel operated by Network 10. It was launched on 11 January 2011 as Eleven.[3] It is owned by ElevenCo, which was established as a joint venture between Ten Network Holdings and ViacomCBS Domestic Media Networks; the latter would ultimately acquire Network Ten in 2017.

10 Peach
Launched11 January 2011 (2011-01-11)
NetworkNetwork 10
Owned byTen Network Holdings
ViacomCBS Networks UK & Australia
Picture format576i (SDTV) 16:9
Audience share2.2% nationally (2018 ratings year, [1])
SloganNow You're Talking.
CountryAustralia
LanguageEnglish
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 calledEleven (2011–2018)
ReplacedOne SD (Standard definition)
Sister channel(s)
Website10play.com.au
Availability
Terrestrial
TEN Sydney
(DVB-T)		1576 @ 11 (219.5 MHz)[2]
ATV Melbourne
(DVB-T)		1592 @ 11 (219.5 MHz)
TVQ Brisbane/
Gold Coast
(DVB-T)		1608 @ 11 (219.5 MHz)
ADS Adelaide
(DVB-T)		1624 @ 11 (219.5 MHz)
NEW Perth/
Mandurah
(DVB-T)		1672 @ 11 (219.5 MHz)
Freeview Ten metro (virtual)Channel 11
Freeview WIN regional (virtual)Channel 82
Freeview SCA Spencer Gulf/Broken Hill (virtual)Channel 55
Satellite
FoxtelChannel 141
VASTChannel 11 or 55
Cable
Foxtel/OptusChannel 141
Streaming media
10 Play

The channel focuses primarily on programming targeting a young adult audience, and is the current home of Neighbours—the longest-running drama series on Australian television.

History

Prior to the launch of the channel, Ten Network Holdings, at the time an independent company, established a joint venture company named ElevenCo with international distributor CBS Studios International.[4][5] Ten held a two-thirds equity stake in the venture, with CBS holding the remaining share. Under the arrangement, Eleven gained access to programming from CBS's back catalogue. Ten Network Holdings entered administration in 2017 and was subsequently acquired by CBS Corporation, ultimately giving CBS full ownership of Eleven. CBS ultimately merged with Viacom, making 10 Peach a sister network to MTV and Nickelodeon.

10 Peach

On 31 October 2018, the channel rebranded as 10 Peach, as part of a larger rebranding of Network Ten. The new name is intended to provide a clearer scope for the channel's programming; Network 10's chief content officer Beverley McGarvey described "Peach" as feeling "relaxed" and "almost a guilty pleasure" to viewers, with programmes such as Neighbours, Supernatural, This Is Us, and Will & Grace, and continuing to skew towards younger demographics.[6][7][8][9]

Programming

10 Peach offers catch-up and encore presentations from Channel 10.[10][11][12] It features a mix of repeated old shows, new shows to Australian television, and shows that would make their debut on Australian free-to-air television.

Some of Ten's shows aimed at a younger demographic, most notably Neighbours, were moved to Eleven for the launch of the new channel. This was part of Ten's re-branding to target the older demographic.[13][14][15] The decision to move Neighbours and other shows was to also make way for a new current affairs show in Ten's 6:00–7:00pm timeslot.[13] In 2015 Neighbours was Eleven's highest-rating program and the number-one regular Australian program on the digital multichannels, averaging 278,000 viewers.[10]

On 27 February 2012, Toasted TV was moved from Ten to Eleven due to a number of changes to their morning line-up, which included the launch of Breakfast.[16] In November 2013, more of Ten's shows including Totally Wild, Scope, Wurrawhy and Mako: Island of Secrets moved due to the launch of Wake Up and Studio 10. Other first-run Australian content on 10 Peach includes Couch Time, The Loop and Bondi Ink Tattoo.[11][17]

In April 2020, a six-hour programming block of Nickelodeon television library children's content was added to the network, airing under the Toasted TV branding.[18]

Current shows

Children's

Preschool

Comedy

Drama

Light entertainment

Reality
  • 100% Hotter
  • Bondi Ink Tattoo
  • Naked beach
  • Posh Frock Shop
  • Queer Eye for the Straight Guy

Former shows

Adult Animation

Children's

Preschool

Comedy

Drama

Factual

Light entertainment

Game Shows

Reality

Sport
  • Esports Gfinity Elite Series Australia

Religious

Availability

10 Peach 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.

The channel is also available to regional Australia viewers through Southern Cross Austereo's owned-and-operated station SGS/SCN in regional South Australia, and WIN Television through its owned-and-operated stations VTV in Regional Victoria, WIN in Southern New South Wales/Australian Capital Territory, RTQ in Regional Queensland, STV in Mildura, TVT in Tasmania, NRN in Northern New South Wales, WOW in regional Western Australia, MGS/LRS in eastern South Australia, and AMN in Griffith and the MIA. Digital joint venture stations DTD in Darwin, and CDT in Remote Central & Eastern Australia also carry 10 Peach.

Logo and identity history
  • 11 January 2011 – 31 October 2018
  • 31 October 2018 – present

Identity history
  • 11 January 2011 – 31 October 2018: He11o
  • 31 October 2018 – present Now You're Talking

Notes
  1. Originally broadcasting with New Zealand voice actors, the series has been presented with the Canadian dub since 2018.

References
  1. https://tvtonight.com.au/2018/12/2018-ratings-multichannel-top-20.html
  2. http://www.freetv.com.au/media/Engineering/Australian_Digital_Terrestrial_Television_Broadcasting_Service_Information_Register_-_Issue_4_-_January_2011.pdf
  3. Knox, David (22 October 2010). "11 / 1 / 11 ….and counting". TV Tonight. Retrieved 22 October 2010.
  4. Washbrook, Cyril (26 August 2010). "Ten announces launch of Eleven". The Spy Report. Media Spy. Archived from the original on 10 September 2010. Retrieved 4 October 2010.
  5. James, Meg (25 August 2010). "CBS goes down under and takes minority stake in Australian TV venture". The Los Angeles Times. Retrieved 26 August 2010.
  6. "Network Ten Rebrands As 'Network 10' With New-Look Logo". B&T. 31 October 2018. Retrieved 31 October 2018.
  7. 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.
  8. "Ten reveals first major rebrand in 27 years: Peach, Boss and 10 News First". Mumbrella. 31 October 2018. Retrieved 31 October 2018.
  9. "10 Upfront: Behind the rebrand of Boss, Peach, News and 10 Play". Mediaweek. Retrieved 31 October 2018.
  10. Knox, David (15 June 2015). "Multichannel Survey: Eleven / One". TV Tonight. Retrieved 15 June 2015.
  11. Knox, David (11 May 2014). "Multichannel Survey: Eleven / One". TV Tonight. Retrieved 11 May 2014.
  12. Ryan, Aaron (7 July 2015). "Mid Year Update – Eleven: Best Multi Channel in Australia". Throng Australia. Retrieved 7 July 2015.
  13. Clune, Richard (8 August 2010). "Jennifer on Ten's frontline". The Daily Telegraph. News Limited. Retrieved 8 August 2010.
  14. Chessell, James (13 January 2011). "Eleventh heaven as Ten Network hails debut". The Australian. News Limited. Archived from the original on 19 January 2011. Retrieved 12 January 2011.
  15. "Neighbours moving to Eleven". The Spy Report. Media Spy. 26 August 2010. Archived from the original on 10 September 2010. Retrieved 26 August 2010.
  16. Knox, David (19 February 2012). "Bumped: Toasted TV, Totally Wild etc". TV Tonight. Retrieved 9 March 2014.
  17. Knox, David (14 November 2014). "TEN 2015 highlights: Celebrity, Drama, Sport". TV Tonight. Retrieved 14 November 2014.
  18. Perry, Kevin (11 May 2020). "10 confirms plans to launch new entertainment focussed multi-channel". TV Blackbox. Retrieved 18 June 2020.
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