Update (16/9) - 10 Shake launches at 6.00am on Sunday, 27 September 2020!
Official ViacomCBS Australia & New Zealand media release:
New channel will shake it up
Network 10 unveils 10 Shake. Transmitting soon.
Talk about having friends with benefits. When Network 10 hooked up with ViacomCBS, everyone knew it would shake things up. But, shake up a whole new channel? One could have only imagined.
Introducing 10 Shake.
Joining 10, 10 Bold and 10 Peach, 10 Shake will shake its way onto our television screens later this year.
The new channel will include a mix of shows for people aged 0-40 – think toddlers to teenagers, millennials to mamas, dreamers to dads.
It will be the only free-to-air channel on which Australians will have access to a shakin’ slate of the most popular kids’ programs including
Bubble Guppies,
Henry Danger and
READY SET DANCE.
10 Shake will also have some of the most talked about, most tweeted about and most meme-able shows in the world –
Catfish: The TV Show,
The Charlotte Show and
The Late Late Show With James Corden– that will leave anyone totally shook!
The breakdown is simple: daytime is for the kids and prime time is for the big kids, or um adults, those who like their television shaken not stirred.
And, because kids are yet to learn what an appropriate wake up time is, kids programming on 10 Shake will have kids shaking their tail feathers from 6am to 6pm daily.
Parents, are you reading this? Twelve hours of wonderful kids’ entertainment courtesy of Ryder and his team of seven crime-fighting pups.
Heck, it’ll even throw in a Spanish teacher in the form of a super cute Latina heroine and her red boot wearing monkey. De nada!
10 Shake will also boast a beloved absorbent, yellow and porous protagonist who lives in Bikini Bottom –
SpongeBob SquarePants. It will also welcome a girl called Carly and her two best friends who made a web show that became an online sensation,
iCarly. Plus, many more famous kid-friendly faces.
Then comes 6pm. It’s nighty night for the little ones and time for the big kids to come out and play. It’s an evening line-up nobody will be able to shake loose.
From guilty pleasures galore like
Ex On The Beach and
Lip Sync Battle, to a late night after party hosted by the one guy everyone would love to carpool with on
The Late Late Show With James Corden, 10 Shake is set to stir up prime time.
If a party is needed, then the channel has got the one celebrity who knows how to find one in the middle of the South African jungle.
Australia couldn’t get enough of this Geordie lass on
I’m A Celebrity…Get Me Out Of Here! and now Charlotte Crosby will be bringing not one but two of her shows to 10 Shake:
Just Tattoo Of Us and
The Charlotte Show.
And if that’s not enough, 10 Shake will be shakin’ with the latest movies including
The Matrix franchises,
The Hunger Games (1 and 2),
The Lego Movie and
Office Christmas Party.
Network 10 Head of Programming, Daniel Monaghan, said: “We are thrilled to be adding 10 Shake to our family of channels. It is a fantastic proposition for Australian viewers and includes a great array of content from ViacomCBS, a lot of which has never aired on free to air television before.
“10 Shake daytime will boast over 84 hours a week of the biggest kids’ TV shows on the planet including
SpongeBob SquarePants,
PAW Patrol and
Henry Danger. It will provide a wonderful world of entertainment just for kids.
“10 Shake prime time will be the destination for mischievous big kids who love escapism television with plenty of bite, comedy and fun. With shows like
The Charlotte Show,
Catfish: The TV Show and
Lip Sync Battle forming part of the schedule, it will be self-indulgent TV at its best.”
Network 10 and ViacomCBS chief sales officer Rod Prosser said: “By unlocking ViacomCBS’ huge library of iconic content and brands on 10 Shake, we are creating a fresh environment packed with familiarity.
“This is great news for brands and advertisers with endless opportunities to create something unique across this channel, and our broader playground of brands, as part of the launch.
“More than 70% of Australians* have not had access to many of these iconic shows which are firmly targeted at under 50s and we’re really pumped to be bringing them to free-to-air.”
The announcement of content on 10 Shake follows Network 10’s biggest first half commercial shares since 2011.
Rod continued: “The pendulum is certainly swinging in favour of 10 as brands and advertisers are making the switch. The addition of 10 Shake to our linear channels will only boost our share, particularly in the younger demographics, as we charge toward Q4 and 2021.”
Want to see the shows about to shake up your world? Take an exclusive peek here and keep on reading!
10 Shake.
Transmitting Soon.10 Shake: 6am to 6pmPAW PatrolAny parent of a young child knows the power of the PAW. This is pawsitively one cartoon kids cannot miss. Nickelodeon’s hit animated preschool series stars seven heroic rescue pups who are led by a tech-savvy boy named Ryder. Together, they work hard to protect the Adventure Bay community, believing no job is too big and no pup is too small!
Blaze and the Monster MachinesWho said cartoons aren’t good for your brain?
Blaze and the Monster Machines is a preschool show which introduces viewers to science, technology, engineering and math (STEM). Together, monster truck Blaze and his eight-year-old driver AJ have action-packed adventures that highlight concepts such as friction, trajectories, volume and more for kids in a fun way.
READY SET DANCEKids need to burn off some of that extra energy?
READY SET DANCE is a participatory preschool dance series to get young kids up and moving. The series stars CG animated Freeze and Twirl as well as the Kid Crew consisting entirely of Australian dancers.
Henry DangerFor the first time on free to air television,
Henry Danger follows the adventures of Henry Hart who gets selected by superhero Captain Man to be his apprentice. After promising to keep his new identity a secret, Henry must navigate a double life balancing the challenges of high school with the crazy adventures of a crime fighter.
iCarlyA show within a show,
iCarly follows Carly Shay and her two best friends, Sam and Freddie, as they create a webcast for and about kids their age while grappling with everyday tween problems and adventures.
SpongeBob SquarePantsWho lives in a pineapple under the sea? We all know the answer to that question. For just a talking sponge with pants, SpongeBob has become one of the most iconic characters in television history.
10 Shake will also shake, rattle and roll with fan favourites including
Breadwinners,
Bubble Guppies,
Dora the Explorer,
The Loud House,
Nicky, Ricky, Dicky & Dawn,
Sam & Cat,
Sanjay and Craig,
Shimmer and Shine,
Team Umizoomi,
The Thundermans and
Top Wing.
Plus, Network 10’s popular local kids shows including
Totally Wild which celebrates its 28th year with Ranger Stacey still at the helm, science program Scope, preschool show
Crocamole and Australian made C classified dramas will make the move from 10 Peach over to their new home on 10 Shake.
10 Shake: 6pm to 6amCatfish: The TV ShowThe series follows Nev Schulman as he takes viewers on a deeply personal journey that goes inside the stories of young people as their online-only romantic relationships collide with first-time, real-life encounters. Speaking of first times, this is the show’s first time on free to air television.
Ex On The Beach UKEight single guys and girls head to an idyllic beach to enjoy a summer holiday in paradise… until their exes turn up. What could possibly go wrong?
The Daily Show with Trevor NoahThe Daily Show with Trevor Noah brings insightful humour to the day’s top headlines, providing coverage of and catharsis from daily events through a sharp, incisive lens.
Comedy Central RoastsFrom Flavor Flav to Charlie Sheen, the
Comedy Central Roast knows no bounds. This is an annual star-studded event in which a special Roastee must sit on the hot seat and take it on the chin for an evening with good-natured ribbing from colleagues and comics.
Tosh.0With razor sharp wit and biting commentary, comedian Daniel Tosh delves into all aspects of the Internet, from the absolutely absurd to the incredibly ingenious. This is the show’s first time on free to air television.
If that wasn’t enough star power for you, the 10 Shake prime time party will also include these heavy hitters: season four of
Lip Sync Battle,
Just Tattoo Of Us hosted by Charlotte Crosby,
The Charlotte Show,
Comedy Central: Stand Up Specials,
Inside Amy Schumer,
Roast Battle,
Ridiculousness,
Drunk History US and
The Late Late Show With James Corden.
Grab the popcorn, because 10 Shake will also feature movies including
The Matrix franchises,
The Hunger Games (1 and 2), the
Ocean’s series,
The Lego Movie,
Now You See Me 2,
Office Christmas Party and
Ready Player One.
*Source: OzTAM Universe Estimates 2020, People in Pay TV Households###ViacomCBS Australia & New Zealand will launch 10 Shake in September 2020!
Update (10/9) - ViacomCBS Australia & New Zealand press release:Are You Ready To Be Totally Shook?
10 Shake Is Coming Soon.
The one and only T-Swift taught us all to “shake it off”, but it’s time to flip the script and get ready to “shake it on” because 10 Shake is set to shimmy its way onto our screens very soon.
Are you ready to be totally shook? Well you better be, because from 6pm every night 10 Shake has got it all, the duh-rama, the feels, the WTFs and the meltdowns.
10 Shake will be home to guilty pleasures galore and don’t worry, we won’t make you feel embarrassed by asking if you’re still watching. We’re talking The Charlotte Show, Catfish: The TV Show, Teen Mom Australia, Ridiculousness, Just Tattoo Of Us, Lip Sync Battle, Comedy Central Roasts, Inside Amy Schumer, Drunk History, Comedy Central Roasts, The Late Late Show with James Corden and many, many more.
For those looking after our next generation during the day, no need to get yourself all shaken up because we’ve got the kids covered too. From 6am to 6pm every day, all those ultra-energetic littlies can get their shake on with some of their all-time faves. Dora The Explorer, PAW Patrol, READY SET DANCE, Butterbeans Café, SpongeBob SquarePants, Henry Danger, Totally Wild, Scope and a bunch of other colourful characters will be settling in on 10 Shake.
Pull the milkshake maker out of the cupboard and dust off your cocktail shaker because 10 Shake is coming soon.
10 Shake.
Channel 13. Coming Soon.
###
From
Mediaweek:
Network 10 launches Shake: Show me the money, Rod Prosser on sales“Our sales proposition is ‘Shake will be iconic from day one’.
Key to the success of any FTA commercial TV channel is of course is ability to monetise the dayparts. Looking after revenue for Network 10’s new channel Shake is chief sales officer Rod Prosser.
The decision to go with the Shake programming mix came about after looking at the large library of content at ViacomCBS, Prosser told Mediaweek. “What I was really keen on when Bev McGarvey and the broader management team started talking around the new channel was that it would be very different to what we already had and therefore would not cannibalise our channels Bold and Peach.
“I wanted a channel that would offer us an opportunity to talk to advertisers that we may not have had in the past. Shake allows us to do that. There isn’t another very targeted under-40 channel that can compete with the likes of YouTube for example. It’s now up to us to open up conversations with advertisers.”
As to whether there is much money available for the daytime younger audiences, Prosser said: “The sales proposition will be a little bit different, and we will do a lot of packaging. We have now had a few months selling Nickelodeon as part of ViacomCBS, albeit on a different platform. We know there are a lot of clients from big retailers to toy companies to gaming that are really keen on advertising around younger skewing content.
“We will obviously adhere to the regulations surrounding advertising at that time of day to a younger audience that are attached to our broadcast licence. We will have to get approval on ads that go into some of the programming blocks.”
Prosser said the primetime blocks will be younger skewing than 10 Peach. “Quite different in fact. Once you look at the line-up and the library of content you realise it will feel very different.”
While the programming at night is not necessarily new, some of the shows have had limited exposure previously in Australia, largely on subscription TV channels.
“Our sales proposition is ‘Shake will be iconic from day one’. If you look at the channels the content comes from and the movie line-up, they are iconic.”
###
From
Mumbrella:
Ten to launch new multi-channel 10 Shake: ‘There’s no other offering like it on commercial FTA’Ten will add another multi-channel to its network this year with the announcement of 10 Shake, a channel which will leverage the network’s relationship with parent company Viacom CBS.
The channel will be split between kids’ programming during the day and ‘edgy’ adult content at night, with Ten’s head of programming Daniel Monaghan saying there’s nothing like it elsewhere on commercial free-to-air (FTA) TV.
“We investigated other avenues [for a fourth channel] before Viacom merged with CBS, but they just weren’t right and we didn’t feel they were a complementary offering to [Ten’s other multi-channels] Peach and Bold. But a lot of the Viacom content, some of the CBS content and some Ten content comes together perfectly to form Shake which has kids in the day and young adults at night,” said Monaghan.
“We still wanted to serve that under 50s, or under 40s for this channel – audience that we attract so well – and having the kids in the day is an added bonus, especially 12 hours of content they may not have seen before. There’s no other offering like it on commercial FTA. I appreciate that ABC has a strong kids lineup on their channel, but it’s exciting for us to be able to do it with powerhouse brands like Paw Patrol and Dora.”
10 Shake will also feature Henry Danger, Spongebob Squarepants, iCarly, Totally Wild, and Blaze and the Monster Machines from 6am to 6pm.
Ten and Viacom CBS chief sales officer Rod Prosser said the new programming will give the network a chance to target more ad dollars from more clients.
“The morning is really targeted at children and youth so that opens up an opportunity for us to talk to a multitude of clients, from retail and toy companies to gaming, the list goes on. That’s created that opportunity for us, not to say that we haven’t had that on the existing channels, but this is much, much more targeted,” said Prosser.
From 6pm, the 10 Shake lineup will include Catfish: The TV Show, The Charlotte Show, The Late Late Show with James Corden, Ex On The Beach, Lip Sync Battle and movies including The Matrix, The Lego Movie and Office Christmas Party.
“We’re thrilled, because our sales proposition and our go-to-market deck is iconic from day one. When you think about the brands and the shows, they’re well-established and, in their own right, iconic,” said Prosser.
“It unlocks new revenues that may have historically advertised on some of the tech platforms for whatever reason – there’s plenty of clients out there that we’re ready to start talking to to unlock that commercial inventory that hasn’t been on FTA before. From our early conversations, there’s a lot of interest.”
Prosser noted home delivery services, or new tech players including apps and gaming, could come on board as advertisers.
“There are some really hot new categories that are just starting to grow which we can tap into.”
The launch comes while Ten has some momentum, with the network achieving its biggest first half commercial share since 2011 in 2020. Monaghan said the multi-channels have always been a strength for Ten and that that will continue with 10 Shake.
“As an under 50s network, Ten is the home of big, broad, family entertainment. Bold is the number one commercial multi-channel and number one in over 40s, and Peach is number one in the 16-39s. Bold is a bit of an outlier in our under 50s network, but it’s all about how you feel inside. You can’t age out of our network, we’re very happy for everyone to come over and watch us. Peach is a familiar warm hug of a channel. Shake fits into the under 40s demographic and it’s not so much a warm hug, it’s indulgent, it’s edgier, it’s loud. We want you to laugh,” he said.
“We’re really happy with the performance of our network this year, but we spent a lot of time in the last 12 months fine tuning Bold and Peach and we’re really comfortable now they’re both number one. We want to surprise and shock people in primetime on this channel. We also want to give parents a chance to sit their preschoolers down to be entertained so they can go about their day. And then we want to entertain the tweens in the afternoon, because we want those kids to be encouraging their parents to watch Masterchef and we want to be able to show them all our network is.”
Prosser also pointed out the additional multi-channel evens the playing field for Ten, giving the network three multi-channels.
“We have been one less channel than our FTA competitors and this gives us an opportunity to improve our total network share, but also just gives us a heap more inventory, and different inventory, that we can go and take to clients. The channel is good in its own rights, but it will be nice to have that total network share increase,” he said.
“We’ve got high hopes for the channel. We’re realistic around what the multi-channel landscape looks like, and we’ve really drawn on the launches of other channels to set our expectations. But what was really important was that we launched in September to give us enough runway to deliver results and for advertisers to understand what the channel was before we hit Upfront negotiations.”
Ten has not yet given a launch date for the new channel.
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Get Ready To Twist And Shake10 Shake Transmitting From 6.00am On Sunday, 27 SeptemberIt’s official. The time has finally come for your face-to-face introduction to the newest member of the Network 10 family with 10 Shake unpacking its boxes and finding its home on your screens from 6.00am on Sunday, 27 September.
Every day from 6.00am – 6.00pm will boast programs just for the kids. For the first time on free-to-air TV, the young ones will be able to tune into The Loud House, Henry Danger, Sam & Cat and The Thundermans.
But that’s not all! Long-time favourites like SpongeBob SquarePants, PAW Patrol, Dora The Explorer, Butterbean’s Café and locally produced, READY SET DANCE, Totally Wild and Scope will keep the tiny, small and medium sized humans of Australia educated and entertained on 10 Shake.
From 6.00pm each night, when it’s time for the grown-ups to reclaim the remote, The Charlotte Show, Teen Mom Australia (Season 1), Ridiculousness (Season 8), Catfish: The TV Show (Season 6) and The Daily Show With Trevor Noah will make their free-to-air debuts while The Late Late Show With James Corden, Comedy Central Roasts, Drunk History US, Ex On The Beach UK and Lip Sync Battle will have you debating, laughing and gasping until it’s time for your head to hit the pillow.
Get ready to shake it like a polaroid picture because 10 Shake is well and truly on its way.
[Watch] a sneak peek below.
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Leading Through Change: Our Connected Future
2020 has arguably been the most transformative year for the media industry in recent memory.
A global pandemic has seen consumption patterns change, advertisers are faced with the challenge of providing more granular data than ever before and CTV/BVOD has had a breakout year.
But amid this rapidly changing media landscape lies opportunities for those who are able to navigate it.
[...]
For Network 10, rethinking how it could deliver content that was relevant and engaging to a locked down audience was critical during COVID-19.
“With people consuming more content at home during the pandemic, we invested in acquiring additional content tailored for our baby audiences. The ‘10 Days Of 10 Play was fast-tracked, binge worthy content available specifically for our logged in subscribers,” said Network 10’s head of video ad product & technology Ashton De Santis [as part of PubMatic’s Leading Through Change].
“We’ve also invested in Nickelodeon app inventory, comedy classics, like Big Bang Theory, and Russell Coight, a vast Survivor backlog and the launch of our new channel 10Shake.
###
More Nick:Nickelodeon Launches Nick Music Channel in Australia and New Zealand!Originally published: Sunday, July 12, 2020.H/T: Special thanks to @smurph25 for the news!; Additional sources: Mediaweek, Mumbrella
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