Network Ten has unveiled a new brand as its new owners seek to turnaround the ailing TV broadcaster, but reaction to the new look has been decidedly mixed.
The broadcaster has long been recognised for its logo of a circular blue badge with the word “ten” written in gold font in the centre.
However, in its bid to better engage with its core 16 to 39-year-old demographic, the station has changed that to a numerical figure in bubble white font and will be known as Network 10.
“We are the adventurous alternative, the network that has always taken risks and tried new things – always with a sense of fun and with content that really engages with our under-50s audience,” chief executive Paul Anderson said in a statement.
“We have changed things up and not only do we have sparkling new looks and brands for 10, 10 Boss and 10 Peach in 2019, with the imminent launch of 10 All Access and other big initiatives, the time is right to connect the whole family of Network 10 platforms and channels.”
According to Mr Anderson, the redesign will help to better distinguish its sub-brands across the digital network and generate better “cut-through in a hyper-competitive media sector”.
Simon Wright of creative agency Principals, which designed the new logo, said the project was about “helping 10 find its mojo again”.
“Network 10 has a proud history of being bold and refreshingly different. This new identity captures this spirit while looking to 10’s future as an entertainment network that specialises in escapism,” he said.
The broadcaster fell into administration in mid-2017, before being acquired by US TV giant CBS.
Network 10 unveiled the new look along with its 2019 program lineup in a video on Twitter and the hashtag #10TVWithATwist, which attracted more than 14,000 views within its first 18 hours.
Yet, the majority of the comments it received were highly critical of the new look.
“Looks more an ad for [discount department store chain] Kmart,” said one.
“Lost. The. Plot!” complained another.
“It’s sort of 80s looking! Welcome to 2018, dated graphics,” added a third.
Meanwhile, someone else commented: “And this is what you paid for? Get a refund.”
Not all of the reaction was negative, though.
“Hey good lookin!” one person said.
“Very colourful,” commented another.