10 Peach Productions

From Audiovisual Identity Database

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10 Peach (formerly known as Eleven) is an Australian free-to-air television channel operated by Network 10 and owned by ElevenCo, which was established as a joint venture between Ten Network Holdings and ViacomCBS Domestic Media Networks (formerly CBS Corporation); the latter of which would ultimately acquire Network 10 in 2017. 10 Peach focuses primarily on programming targeted at a young adult audience. The channel also aired children's programming, prior to the launch of 10 Shake in September 2020.

It took on its current name on October 31, 2018 as part of a larger rebranding of Network 10. The new name is intended to provide a clearer scope for the channel's programming; with Network 10's chief content officer Beverley McGarvey describing 10 Peach as feeling "relaxed" and "almost a guilty pleasure" to viewers, with some of its programming attempting to represent all that the peach fruit itself stood for.


1st Logo (January 11, 2011-April 10, 2015)

Logo: On a light blue background, the Eleven logo (a purple rounded square with the number "11" in a stylized font inside) wipes in diagonally. The URL "eleven.com.au" (later "tenplay.com.au") fades in underneath it.

Technique: 2D computer animation.

Music/Sounds: A bongo soundtrack and sparkling noises.

Availability: Was seen on locally produced shows by Eleven until the 2015 rebrand. Retained on 10Play versions of such shows.

2nd Logo (April 10, 2015-October 31, 2018)

Logo: On a purple background, purple, blue and black lines slide in from the left and turn around, revealing that they are the Eleven logo. The URL "tenplay.com.au" fades in below.

Technique: CGI.

Music/Sounds: Same as the previous logo.

Availability: No longer current, as Network Ten rebranded Eleven as 10 Peach. Was seen on locally produced shows by Eleven.

10 Peach

(October 31, 2018-)

Logo: On a salmon background with red cherries moving around, we see the 10 Peach logo in the middle, but with "Peach" in white instead of purple. The URL "tenplay.com.au" is seen below it.

Technique: CGI.

Music/Sounds: A one note glass harp-like tune held throughout the logo.

Availability: Current. Seen on locally produced shows from the company since the 2018 Network 10 rebrand.

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