10 Peach

**10 Peach** is an Australian free-to-air television channel operated by Network 10. It was launched on 11 January 2011 as **Eleven**. It is owned by ElevenCo, which was established as a joint venture between Ten Network Holdings and CBS Studios International; the latter would ultimately acquire Network 10 in 2017.

The channel focuses primarily on programming targeting a young adult audience, and is the current home of Neighbours—the longest-running drama series on Australian television. Prior to the launch of 10 Shake in September 2020, the channel also aired children's programming.

## History

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. 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. CBS ultimately merged with Viacom, making 10 Peach a sister network to MTV and Nickelodeon.

### 10 Peach

On 31 October 2018, the channel rebranded as **10 Peach**, as part of a larger rebranding of Network Ten. The new name is intended to provide a clearer scope for the channel's programming; Network 10's chief content officer Beverley McGarvey described "Peach" as feeling "relaxed" and "almost a guilty pleasure" to viewers, with programmes such as Neighbours, Supernatural, This Is Us, and Will & Grace, and would attempt to represent all that the peach fruit itself stood for.On 31 October 2018, the channel rebranded as **10 Peach**, as part of a larger rebranding of Network Ten. The new name is intended to provide a clearer scope for the channel's programming; Network 10's chief content officer Beverley McGarvey described "Peach" as feeling "relaxed" and "almost a guilty pleasure" to viewers, with programmes such as Neighbours, Supernatural, This Is Us, and Will & Grace, and would attempt to represent all that the peach fruit itself stood for.

## Programming

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

Most of the classic programming on 10 Peach comprises 80's, 90's and 2000's comedies and dramas sourced from Paramount Television, CBS Studios and CBS Studios International (via parent company Paramount Global).

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. 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. In 2015 Neighbours was Eleven's highest-rating program and the number-one regular Australian program on the digital multichannels, averaging 278,000 viewers.

On 27 February 2012, Toasted TV was moved from Ten to Eleven due to a number of changes to their morning line-up, which included the launch of Breakfast. On 4 November 2013, more of Ten's shows including Totally Wild, Scope, Wurrawhy and Mako: Island of Secretsmoved 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.

On 6 April 2020, a six-hour programming block of Nickelodeon children's content was added to the network, which aired under the Toasted TVbranding. This ran until 27 September, when children's programming was entirely moved to 10 Shake. Toasted TV was cancelled, with its final episode airing on 18 September.

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