It appears Network Ten might not just be using its upfronts event at the end of the month to unveil its programming line-up for 2019.

Ten is also set to show off a refreshed brand at its upfronts, which will include a refurbished corporate logo with an updated colour scheme, according to The Australian Financial Review.

Furthermore, the TV network’s digital channels, ONE and ELEVEN, are expected to be given new names “with closer linkage to the main Ten brand”.

The AFR’s sources reckon the upfronts will also see Ten’s parent company, CBS, demonstrate its dedication to the free-to-air network and reveal a new strategic direction “built around evolution, not revolution”.

Ten’s new strategy is also expected to be focused on attracting the younger audiences through its soon-to-be-launched streaming service.

Ten’s upfronts will be the first that CBS has had a prominent role in since finalising its acquisition of the TV network in November last year.

A Ten spokesperson offered up the following comment when questioned by B&T: “We can’t wait to share all the exciting initiatives we have coming up at our upfronts, which is just three weeks away.”