CBS-owned Network 10 has undertaken another rebranding exercise, after Fairfax Media (now Nine) kicked up a stink about the similarity of the ‘10 Boss’ channel to one of its own brands.

Last month, Fairfax sought a temporary injunction against 10 to stop the TV network from using ‘Boss’ in the name and logo of its newly branded channel, arguing it was too similar to The Australian Financial Review’s monthly BOSS magazine brand.

A Fairfax spokesperson told B&T at the time: “We have commenced proceedings against Ten Network to protect our BOSS trade mark. BOSS is a long-held, well-established trade mark of Fairfax’s and we take our intellectual property rights seriously.”

The 10 Boss logo

The AFR BOSS logo

Yesterday afternoon, 10 announced it was giving Nine “an early Christmas present” and rebranding 10 Boss to ‘10 Bold’.

“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 kick-arse programs it airs,” a statement by the TV network read.

“We invested heavily in making it great and it looks really really good next to all our new brands – 10, 10 Peach, 10 Play, 10 Daily and 10 All Access. Viewers are digging it!

“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!

“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.

The 10 Bold logo

“We want to start 2019 fresh with a great suite of channels and with brands that work. We want to focus on creating great content for our viewers.

“The only thing changing is the name. 10 Bold will still be the home of some of the boldest characters on TV – think Madam Secretary, Judge Judy, MacGyver, Lieutenant Olivia Benson from Law & Order: SVU and Cordell Walker from Walker, Texas Ranger.

“Your favourite shows like NCIS and CSI: Miami also remain, not to mention the Formula One, MotoGP and A-League. And it will still be targeted at women and men over 40.

“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 re-launch, the channel’s commercial prime time share has grown. Yep, grown.

“And as Christmas is a time for forgiveness, joy, hope and peace, we wanted to end 2018 the way we intend to start 2019 – bigger, bolder and brighter.”

An AFR spokesperson said: “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.”