CLANCY OVERELL | Editor | CONTACT

As the last bastion of somewhat relevant free-to-air television wraps up for the year with a disappointing series loss to India, the once dominant youth-content powerhouse known as Channel 10 is expecting to return to their former heights of the late 1990s Seinfeld/Simpsons line-up.

With TV ratings dropping dramatically right around the country and other networks forced to blame the personal lives of their breakfast TV anchors, Channel Ten is predicting that their station will be the only media empire still making money out of the warped Neilsen surveys this year.

How?

Through a multimillion dollar brand makeover, replacing the iconic yellow ‘ten’ circle logo with a new one that no one recognises.

So refreshing is this rebrand that punters are struggling to associate bus stop advertisements for ‘I’m A Celebrity’ with last year’s season. Let alone the channel that it will be broadcast on.

However, with the Australian internet managing to rapidly evolve at the same rate as Slovenia’s – media analysts are questioning just how long an unrecognisable TV station, and it’s even less recognisable digital TV spin-offs, will last in a time that has seen two major streaming services take a stranglehold of the landscape with shows that aren’t based around bogans renovating houses or bogans trying to start kitchens, or bogans trying to find love.