Network Ten has been forced to rename one of its multichannels for the second time in as many months, renaming 10 Boss, 10 Bold, after Nine (formerly Fairfax at the time) threatened legal action over copyright infringement.
Nine alleged that 10 Boss shared a similar likeness to its current Australian Financial Review insert Boss magazine.
In response Ten has stated that it would change the name of its multichannel, but not before taking a dig at the rival network for initiating a lawsuit.
“But some were not so happy, as so often is the case. And it didn’t take long for Fairfax Media to voice their displeasure at the name. Fairfax and Nine thought we were trying to rip off their Boss brand. Really," a statement from Ten read.
“Anyone that knows 10, knows we’re no Grinch. So in the spirit of giving and as an early Christmas present to our friends at Nine, we’re flicking the switch to 10 Bold. That’s right, from tonight 10 Boss will become 10 Bold. We think it’s better to be bold than bossy."
Ten added that viewers "were digging" the new multichannel but wanted to start 2019 fresh with a "great suite of channels" and with brands that work.
The network confirmed that the name would be the only part of the multichannel that would change, with the content strategy and line-up to remain the same.
“There is so much to love about 10 Boss - the brand, the attitude, the position. 10 Boss does a great job of representing the slate of drama, action, live sport and kickarse programs it airs. We invested heavily in making it great and it looks really really good next to all our new brands," Ten stated.
“It’s a bold move we know packing up 10 Boss as a present to Nine but we know it’s the content and the attitude you love about the channel and that’s not changing. Since relaunch, the channel’s commercial prime time share has grown."
Nine issued a statement from an AFR spokesperson saying: “We welcome the decision of 10 to rebrand their channel from 10 Boss in recognition of the heritage and value of AFR’s Boss magazine. However, the matter remains before the court.”
Nine/Fairfax previously sought a temporary injunction against Ten to prevent it from using the Boss name and logo across all its platforms.
10 Boss was revealed at this year's Ten Upfront event where it announced the rebrand of its two multi-channels, Eleven and One, with One becoming 10 Boss targeting women and men over 40.
Ten previously tweaked the design after complaints from Fairfax, but Fairfax is still proceeding with legal action, arguing the logo remains “deceptively similar” to its AFR Boss logo.
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