Entertainment TV Network 10 hoping its new shows are better received than ‘flop-over’ logo

Network 10 hoping its new shows are better received than ‘flop-over’ logo

Studio 10 new logo
Studio 10's Sarah Harris and Angela Bishop will stay on while Denise Scott will continue as a contributor. Photo: Twitter
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Network 10’s new logo has viewers in a twist.

Among the big news from the network’s Sydney launch of its 2019 shows on Wednesday night: Cass Wood and Brooke Blurton, two of the breakout stars of this year’s The Bachelor, will be back on TV next season on Bachelor in Paradise.

Also announced: a smorgasbord of cooking, renovating, dancing and dating shows that chief content officer Beverley McGarvey said would “get to consumers wherever they are, whenever they want to watch”.

But the razzle-dazzle Upfronts presentation – Julia! Dr Chris! Lisa! Sandra! – and serious talk of streaming, the rebranding of several channels and licensing deals were overshadowed by one small thing.

The revamped logo.

It’s goodbye boring old blue Ten, hello multicoloured new 10s, which feature a flopped-over No.1.

In a fabulously co-ordinated campaign, the network flooded its social media platforms with the logo – as presented by stars, including Matt Preston, Amanda Keller and Dave Hughes – and a cute hashtag, ’10TVWithATwist.’

As a reward for mastering both the perfect funereal, excited and sentimental tones on cue, The Bachelor host Osher Gunsberg was chosen as the man to bring the new logo to the world.

Osher looked suitably delighted, but not everyone felt the same buzz.

“You can definitely tell Americans own the network now,” said one user. “Bloody awful,” said another.

“Is it a foreskin?” asked a third, while tweet gave a prediction: “I give it 10 weeks before a new design is found.”

Ten logo tweet

The discord didn’t stop 10, which kept up a constant stream of tweets featuring its stars and the controversial logo, despite being asked on Twitter, “And what are the other lotto numbers?”

Still, it acknowledged the new logo is “a ballsy move.”

At one point, amid memes featuring Kanye West shaking his head in dismay popping up, the broadcaster was stung enough to clap back at one unhappy Twitter user.

Ten fights back tweet

In real news, 10’s unveiled lineup features 13 new Australian shows, major sporting events and a slew of overseas offerings.

Rumoured to be in the gun, I’m A Celebrity … Get Me Out Of Here! was green lit for another season in January, thanks mostly to the chemistry between its hosts Julia Morris and Chris Brown.

The pair also gets their own new show, Chris & Julia’s Sunday Night Takeaway – based on a British “family entertainment” format – which will screen on Sunday with the lacklustre The Sunday Project.

Also confirmed: Dancing with the Stars (fronted by Amanda Keller and Grant Denyer at its new home), Have You Been Paying Attention? and Blind Date (another vehicle for the endearing Morris.)

Industry buzz had been that The Bachelor – a ratings win for Ten but divisive for fans because of Nick “Honey Badger” Cummins’ shock decision to choose no winner – and the woefully-miscast The Bachelorette could go on hiatus next year.

But a statement from Ten said The Bachelor would return, and “right now, our line-up on Ten includes The Bachelorette”.