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10’s dig at Fairfax: ‘Better to be bold than bossy’

Network 10 and Fairfax Media

The branding saga that engulfed Network Ten has continued, with the broadcaster forced to completely rename one of its channels over a trademark complaint from Fairfax Media.

As part of a rebrand under its new owners, Network Ten launched new names and logos for its various channels at the end of October.

Just days later, it was forced to change the 10 Boss logo, following a complaint from Fairfax Media that it breached trademark and copyright provisions relating to the Australian Financial Review’s Boss Magazine.


While neither company would comment on the issue at the time, it appears tensions between the now direct competitors — given the takeover of Fairfax Media by rival broadcaster Nine Network — remained unresolved over the branding.

In a new statement dated 10 December, Ten unveiled that it had renamed the channel 10 Boss and did so by taking a dig at Fairfax Media.

“There is so much to love about 10 Boss — the brand, the attitude, the position… 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!” it said.

“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.

It added: “We think it’s better to be bold than bossy.”

Fairfax Media’s communications are now being handled by Nine following completion of the merger. A spokesperson for Nine said that the issue is before the court, and that a decision is pending.



Adam Zuchetti

Adam Zuchetti

Adam Zuchetti is the editor of My Business, and has steered the publication’s editorial direction since early 2016. 

The two-time Publish Awards finalist has an extensive journalistic career across business, property and finance, including a four-year stint in the UK. Email Adam at This email address is being protected from spambots. You need JavaScript enabled to view it.

10’s dig at Fairfax: ‘Better to be bold than bossy’
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