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.[1] 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
CountryAustralia
Broadcast areaSydney, Melbourne, Brisbane, Adelaide, Perth, Darwin, Regional QLD, Northern NSW & Gold Coast, Southern NSW & ACT, Griffith, Regional VIC, Mildura, Tasmania, Eastern SA, Regional WA
NetworkNetwork 10
SloganLife’s Peachy
Programming
Language(s)English
Picture format576i (SDTV) 16:9
Ownership
OwnerTen Network Holdings
(ViacomCBS Networks UK & Australia)
Sister channels
History
Launched11 January 2011 (2011-01-11)
ReplacedOne SD (Standard definition)
Former namesEleven (2011–2018)
Links
Website10play.com.au
Availability
Terrestrial
Freeview Ten metro (virtual)11
Freeview WIN regional (virtual)82
Freeview SCA Spencer Gulf/Broken Hill (virtual)55
Cable
Foxtel/Optus167
Satellite
Foxtel167
VAST11 or 55
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. Prior to the launch of 10 Shake in September 2020, the channel also aired children's programming.

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.[2][3] 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 strangely 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 would attempt to represent all that the peach fruit itself stood for.[4][5][6][7]

Programming

10 Peach offers catch-up and encore presentations from Channel 10.[8][9][10] It features a mix of repeated classic programs, new shows to Australian television, and shows that would make their debut on Australian free-to-air television.

Most of the classic programming on 10 Peach comprises 80's, 90's and 2000's comedies and dramas sourced from Paramount Television, CBS Studios and CBS Studios International (via parent company ViacomCBS).

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.[11][12][13] 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.[11] In 2015 Neighbours was Eleven's highest-rating program and the number-one regular Australian program on the digital multichannels, averaging 278,000 viewers.[8]

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.[14] On 4 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.[9][15]

On 6 April 2020, a six-hour programming block of Nickelodeon children's content was added to the network, which aired under the Toasted TV branding.[16] This ran until 27 September, when children's programming was entirely moved to 10 Shake. Toasted TV was cancelled, with its final episode airing on 18 September.

Comedy

Drama

Reality
  • Brides of Beverly Hills

Adult Animation

Children's (2012–20)

Preschool (2012–20)

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

Identity history
  • 11 January 2011 – 30 October 2018: He11o
  • 30 October 2018 - present: Life's Peachy


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

References
  1. Knox, David (22 October 2010). "11 / 1 / 11 ….and counting". TV Tonight. Retrieved 22 October 2010.
  2. 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.
  3. 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.
  4. "Network Ten Rebrands As 'Network 10' With New-Look Logo". B&T. 31 October 2018. Retrieved 31 October 2018.
  5. 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.
  6. "Ten reveals first major rebrand in 27 years: Peach, Boss and 10 News First". Mumbrella. 31 October 2018. Retrieved 31 October 2018.
  7. "10 Upfront: Behind the rebrand of Boss, Peach, News and 10 Play". Mediaweek. Retrieved 31 October 2018.
  8. Knox, David (15 June 2015). "Multichannel Survey: Eleven / One". TV Tonight. Retrieved 15 June 2015.
  9. Knox, David (11 May 2014). "Multichannel Survey: Eleven / One". TV Tonight. Retrieved 11 May 2014.
  10. Ryan, Aaron (7 July 2015). "Mid Year Update – Eleven: Best Multi Channel in Australia". Throng Australia. Archived from the original on 7 July 2015. Retrieved 7 July 2015.
  11. Clune, Richard (8 August 2010). "Jennifer on Ten's frontline". The Daily Telegraph. News Limited. Retrieved 8 August 2010.
  12. 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.
  13. "Neighbours moving to Eleven". The Spy Report. Media Spy. 26 August 2010. Archived from the original on 10 September 2010. Retrieved 26 August 2010.
  14. Knox, David (19 February 2012). "Bumped: Toasted TV, Totally Wild etc". TV Tonight. Retrieved 9 March 2014.
  15. Knox, David (14 November 2014). "TEN 2015 highlights: Celebrity, Drama, Sport". TV Tonight. Retrieved 14 November 2014.
  16. Perry, Kevin (11 May 2020). "10 confirms plans to launch new entertainment focused multi-channel". TV Blackbox. Retrieved 18 June 2020.
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