10 Peach

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10 Peach
10 Peach logo 2018.svg
Launched 11 January 2011
Network Network 10
Owned by ElevenCo
(Ten Network Holdings and CBS Studios International, both ultimately owned by CBS Corporation)
Picture format 576i (SDTV) 16:9
Audience share 2.3% nationally (2016 ratings year, [1])
Country Australia
Language English
Formerly called Eleven (2011–2018)
Replaced One SD (Standard definition)
Sister channel(s)
Website tenplay.com.au
Freeview Ten metro 11
Freeview WIN regional 82
Freeview SCA Spencer Gulf/Broken Hill 55
Foxtel 141
VAST 11 or 55
Foxtel/Optus 141

10 Peach is an Australian free-to-air digital television multichannel operated by Network 10. It is owned by ElevenCo, which is ultimately owned by CBS Corporation. The channel launched on 11 January 2011 as Eleven (stylised on air as 11), before rebranding to its current brand on 31 October 2018.[2] Currently targeting people 16 to 39, it offers catch-up programming from Network 10. 10 Peach is also the home of Australia’s longest running drama series, Neighbours.[3][4]


The Eleven logo

Prior to the launch of the channel, Ten Network Holdings, at the time an independent company, established a joint venture company named ElevenCo with international distributor CBS Studios International.[5][6] Ten held a two-thirds equity stake in the venture, with CBS holding the remaining share. Under the arrangement, Eleven gained access to programming from CBS's back catalogue. Ten Network Holdings entered administration in 2017 and was subsequently acquired by CBS Corporation, ultimately giving CBS full ownership of Eleven.

10 Peach[edit]

On 31 October 2018, Eleven was rebranded as 10 Peach as part of a network-wide relaunch. The channel's target demographic was changed from 13 to 29 year olds to 16 to 39 year olds.[7][8]

Beverley McGarvey, Ten’s chief content officer, stated “We spent a lot of timing branding Eleven nine years ago, so a lot of the work we did for Eleven still stands, but what we wanted to do was differentiate it. We will push it even younger. We really want Peach to be a feeling… sorts of shows on that are more… you are relaxed when you are watching them and it’s almost a guilty pleasure.”[9]


10 Peach offers catch-up and encore presentations from Channel 10.[3][10][11] It features a mix of repeated old shows, new shows to Australian television, and shows that would make their debut on Australian free-to-air television.

Some of Ten's shows aimed at a younger demographic, most notably Neighbours, were moved to Eleven for the launch of the new channel. This was part of Ten's re-branding to target the older demographic.[12][13][14] The decision to move Neighbours and other shows was to also make way for a new current affairs show in Ten's 6:00–7:00pm timeslot.[12] In 2015 Neighbours was Eleven’s highest-rating program and the number-one regular Australian program on the digital multichannels, averaging 278,000 viewers.[3]

On 27 February 2012, Toasted TV was moved from Channel 10 to Eleven due to a number of changes to their morning line-up, which included the launch of Breakfast.[15] In November 2013, more of Ten's shows including Totally Wild, Scope, Wurrawhy and Mako: Island of Secrets moved due to the launch of Wake Up and Studio 10. Other first-run Australian content on 10 Peach includes Couch Time, The Loop and Bondi Ink Tattoo.[10][16]

Current shows[edit]




Light entertainment[edit]


Upcoming shows[edit]


10 Peach is available in 576i standard definition from the network's five metropolitan owned-and-operated stations, TEN Sydney, ATV Melbourne, TVQ Brisbane, ADS Adelaide, and NEW Perth.

The channel is also available to regional Australia viewers through Southern Cross Austereo's owned-and-operated station SGS/SCN in regional South Australia, and WIN Television through its owned-and-operated stations VTV in Regional Victoria, WIN in Southern New South Wales/Australian Capital Territory, RTQ in Regional Queensland, STV in Mildura, TVT in Tasmania, NRN in Northern New South Wales, WOW in regional Western Australia, MGS/LRS in eastern South Australia, and AMN in Griffith and the MIA. Digital joint venture stations DTD in Darwin, and CDT in Central Australia (including remote NT, QLD and SA) also carry 10 Peach.


  1. ^ http://www.oztam.com.au/documents/2016/OzTAM-20161225-D2MetTTVShrCons.pdf
  2. ^ Knox, David (22 October 2010). "11 / 1 / 11 ….and counting". TV Tonight. Retrieved 22 October 2010.
  3. ^ a b c Knox, David (15 June 2015). "Multichannel Survey: Eleven / One". TV Tonight. Retrieved 15 June 2015.
  4. ^ "About Ten Network Holdings Limited". Ten Network Holdings. Retrieved 12 January 2018.
  5. ^ Washbrook, Cyril (26 August 2010). "Ten announces launch of Eleven". The Spy Report. Media Spy. Archived from the original on 10 September 2010. Retrieved 4 October 2010.
  6. ^ James, Meg (25 August 2010). "CBS goes down under and takes minority stake in Australian TV venture". The Los Angeles Times. Retrieved 26 August 2010.
  7. ^ "About Network Ten". tenplay. Ten Network Holdings. Archived from the original on 9 July 2018.
  8. ^ "Network 10 dials up its swagger" (PDF). Network 10. Retrieved 1 November 2018.
  9. ^ https://mumbrella.com.au/ten-reveals-first-major-rebrand-in-27-years-peach-boss-and-10-news-first-549558
  10. ^ a b Knox, David (11 May 2014). "Multichannel Survey: Eleven / One". TV Tonight. Retrieved 11 May 2014.
  11. ^ Ryan, Aaron (7 July 2015). "Mid Year Update – Eleven: Best Multi Channel in Australia". Throng Australia. Retrieved 7 July 2015.
  12. ^ a b Clune, Richard (8 August 2010). "Jennifer on Ten's frontline". The Daily Telegraph. News Limited. Retrieved 8 August 2010.
  13. ^ Chessell, James (13 January 2011). "Eleventh heaven as Ten Network hails debut". The Australian. News Limited. Archived from the original on 19 January 2011. Retrieved 12 January 2011.
  14. ^ "Neighbours moving to Eleven". The Spy Report. Media Spy. 26 August 2010. Archived from the original on 10 September 2010. Retrieved 26 August 2010.
  15. ^ Knox, David (19 February 2012). "Bumped: Toasted TV, Totally Wild etc". TV Tonight. Retrieved 9 March 2014.
  16. ^ Knox, David (14 November 2014). "TEN 2015 highlights: Celebrity, Drama, Sport". TV Tonight. Retrieved 14 November 2014.

External links[edit]