10 Upfronts 2021

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There’s No Place Like 10 In 2021.

We’re Bringing The Heart, Courage And Brains To 2021.

Masks, Makers and MasterChefs. Survivors, Racers and Lovers. Celebrities, Cops and Comedians. Inventors, Lifeguards and Pooches.

This is the stuff that television dreams are made of. And in 2021, there really is no place like 10.

We’ll be bursting at the seams with Australian content: made by Australians, right here in

Australia, celebrating Australia.

Our 2021 program schedule will dazzle (in fact bedazzle , but more on that later) and delight audiences with our line-up of homegrown content across all platforms.

From January to December, day and night, we’ll bring you all the laughs, love, decoupage,

reality, news, sport and entertainment you could ever wish for.

Beverley McGarvey, Chief Content Officer and Executive Vice President of ViacomCBS Australia and New Zealand said: “Despite the obvious challenges, this year has been a remarkably successful year for 10 ViacomCBS.

“Not only are we the only commercial network growing its audience, but we have also had

the biggest prime time commercial shares in key demographics since 2011.

“We have cemented our position as leaders in escapist entertainment and delivered a 50- week schedule to our key target market of under 50s.

“Our established suite of shows has seen our linear free to air channels enjoy an incredible 11% growth and generated more top regular programs in key demographics than any other broadcaster.

I’m A Celebrity… Get Me Out Of Here! , Australian Survivor , MasterChef Australia , The Bachelor franchise, The Masked Singer Australia , The Project , Gogglebox and Have You Been Paying Attention? continued to dominate both their timeslots and the national conversation.

“This year we have also enjoyed our biggest ever digital audience, with minutes viewed on 10 Play up 18% year-on-year. Social media interactions across 10’s programs on Facebook, Twitter and Instagram have also risen 25% from the same point of 2019.

“We have also welcomed several new podcasts to 10 Speaks including 10 News First Person , So Now What? with Waleed Aly and relaunched the popular Cocktails and Roses .

“In 2021, our biggest franchises are returning along with premiere series Making It Australia , The Dog House Australia and The First Inventors . We promise a strong, consistent line-up of premium content for all audiences, across all channels and platforms.”

On January 3, Lady Julia Morris and Dr Chris Brown will enjoy the shortest flight of their Network 10 careers as they journey deep into the heart of the Australian bush for the seventh season of I’m A Celebrity… Get Me Out Of Here! .

Julia said: “My beloved Dr Chris and I are beside ourselves and each other, to bring you this

new, home grown ‘I’m A Celebrity’ for 2021.

“The Dr has always insisted on social distancing from me, but this year, after 32 weeks

locked in my house, being close to him will be more thrilling than ever.”

Racing alongside I’m A Celebrity… Get Me Out Of Here! will be The Amazing Race Australia , a show whose name in 2021 is now more literal than anyone could have imagined. That’s right, the show is staying home to proudly present Australia at its most amazing.

Expect more twists, turns and tantrums amid all the breathtaking beauty that Australia has to offer.

Host Beau Ryan said: “I was over the moon when I found out The Amazing Race Australia would be filmed in our own backyard. We have the most stunning beaches, coastlines and natural landscapes on the planet.

“I can’t wait to show off the most beautiful country in the world, as well as the 20,000

different types of Aussie animals that can kill you! Wish the teams luck, they’ll need it!”

Meanwhile, the whackiest and wildest show on TV – The Masked Singer Australia - returns for a new series of spectacle and speculation.

Host Osher Günsberg and our panel of super sleuths will all be back on deck in 2021 as the guessing games begin anew and the chant rings out once more to ‘Take it off!’

It’s the biggest food show in the world, and in 2020, MasterChef Australia served up a ratings smash hit with three new judges, 24 returning contestants and appearances from food god Gordon Ramsay and music superstar Katy Perry - all in the middle of a pandemic.

Oh, and did we mention the ‘Back To Win’ finale was watched by more than two million people, making it the biggest moment in television entertainment this year?

Judges Melissa Leong, Jock Zonfrillo and Andy Allen will be overseeing more magic in the MasterChef Australia kitchen just after Easter, when the granddaddy of cooking shows returns to its roots with ‘Ordinary People, Extraordinary Food’. It’s going to be the series’ most delicious season yet and yes, we’re licking our lips already.

Melissa said: “What a year. With it, a whole new realisation of what’s really important, and perhaps some respite from the troubles of the world from time to time, in the form of entertainment.

“I am thrilled to continue this inspiring MasterChef journey with Jock and Andy, and to bring another season of this magical show to life.”

Drum roll please. We have a very big, very crafty announcement to make. Once we’ve hung up our MasterChef aprons, we’ll be launching a brand-new television format in Australia.

What MasterChef has done for this country’s culinary skills, this show will do for upcycling!

So unholster your glue guns and set your bedazzlers to ‘bedazzle’ because in 2021, Making It Australia is coming to 10.

From executive producers Amy Poehler and Nick Offerman, this light-hearted crafting series

features a diverse range of talented ‘makers’ showcasing their artistic skills.

In 2021, we’ll also be helping some lonely dogs find their fur-ever home when The Dog House Australia premieres on 10.

Set inside a rescue shelter, this heart-warming new show will set out to find the perfect match for canines looking for their fur-ever families. The Dog House Australia is destined to be the feel-good series of 2021.

And in an exciting new Australian show called The First Inventors , a co-commission currently in development with National Indigenous Television (NITV), we’ll take you on a journey back through time – somewhere between 70,000 and 120,000 years ago – to a community in the midst of developing sophisticated stone tools, art, agriculture, irrigation and much more.

In this incredible story of knowledge, resilience and invention, presenter Rob Collins will meet and collaborate with First Nations authorities whose frontline fieldwork is giving us an exciting new insight into ancient Indigenous innovations and discoveries.

The award-winning Australian Survivor will triumphantly return in 2021 with Jonathan LaPaglia once again presiding over another series of jaw-dropping challenges, bold blindsides and unlikely alliances.

Jonathan said: “We saw the best of the best compete in this year’s All Stars season. In 2021, it’s time for some new blood to step into the ring and take the series’ mantra - Outwit, Outplay and Outlast – to a new level. It’s going to be one hell of a ride.”

In love with love? We are too! And next year, we’ll once more play Cupid for our next batch of Bachelors and Bachelorettes as they embark on a journey towards their happily ever after.

Love guru Osher Günsberg will be back at the helm in a brand-new mansion for all the romance, drama, roses and twinkling fairy lights of The Bachelor Australia and The Bachelorette Australia .

Osher said: “Get set for more love stories, luxurious dates, and alpaca cameos when we

return with The Bachelor and The Bachelorette Australia in 2021.

“I’m thrilled to be dusting off the suits for another season, and I’m as excited as you are to meet our brand-new Bachelor and Bachelorette.”

OK, you want drama? You got it! Kat Stewart, Stephen Peacocke, Doris Younane, Katie Robertson and Roy Joseph are back as a surrogate family of lovable misfits in the second season of the breakout Aussie drama hit, Five Bedrooms .

And the Butler family will return for a third season of How To Stay Married . Prepare to laugh along as husband and wife duo Greg and Em battle through the highs and lows of married life, juggling their personal and professional lives whilst trying to raise two impressionable teenage daughters.

Looking for the inspirational? We’ve got that too! Our Fab Four - Amanda Keller, Chris Brown, Barry Du Bois and Miguel Maestre – return for a fresh new season of The Living Room with more food, more renovation, more inspiration and more laughs.

Amanda said: “We’ve had a ripper of a year on The Living Room and thanks to our new format we’ve met some extraordinary Australians who’ve inspired us and changed us all in different ways. We’ve had laughs, a few tears and we can’t wait to do it all again in 2021!”

And don’t forget our favourite friends on the couch – the Goggleboxers. 2021 just wouldn’t

be the same without them!

We’re also boasting plenty of LOLs. Dave Hughes will be tackling more of life’s biggest, smallest and most awkward issues with a brand spanking new season of Hughesy, We Have A Problem .

And after celebrating its 200th episode this year, Have You Been Paying Attention? returns in 2021 for its ninth season with quizmaster Tom Gleisner and series regulars Sam Pang and Ed Kavalee.

Tom said: “2020 was an amazing season of HYBPA?, with our contestants all competing via video link from home. Or, in the case of Marty Sheargold - home detention.

“Hopefully 2021 will see us all back in the studio for another exciting year of socially- distanced quiz show hilarity.”

The heroes of Bondi Beach are back for more Bondi Rescue in 2021, while Territory Cops

will take us back to the Top End.

The award-winning The Project enters its 12th year in 2021 and will continue to provide Australians with their dose of news delivered differently, six nights a week.

10 News First will present the biggest and most comprehensive coverage of local, national and international news stories while Studio 10 is back weekday mornings with its unpredictable mix of fun and energy.

We all love our sport and in 2021, 10 is proud to be covering some of the biggest and best events on the Australian sporting calendar. After a year without racing at the famous Albert Park circuit, the Formula 1 Australian Grand Prix will be back in 2021 with all its thrills and

spills. The high stakes and even higher speeds of the MotoGP World Championship will return and 10 will again be home to all the glamour of the Melbourne Cup Carnival.

From other corners of the globe there are new seasons from Jamie Oliver , Ambulance UK , The Dog House , Toddlers Behaving (Very) Badly , The Royals Revealed , The Savoy , NCIS , Bull , FBI: Most Wanted and The Graham Norton Show as well as the 2021 Grammy Awards .

And proving good things really do come to those who wait The Gilded Age will finally ( finally! ) premiere in 2021. This eagerly anticipated drama from Downton Abbey creator Julian Fellowes is set in 19th century New York and boasts a stellar cast including Christine Baranski and Cynthia Nixon.

With some of the most talked about, tweeted about and meme-worthy content in Australia, there really is no place like 10 ViacomCBS.

10 In 2021

What’s New?

  • Making It Australia*

  • The Dog House Australia*

  • The First Inventors*

What’s Returning?

  • 10 News First*

  • 2021 Grammy Awards

  • Ambulance Australia*

  • Ambulance UK

  • Australian Survivor*

  • Bondi Rescue*

  • Bull

  • FBI: Most Wanted Five Bedrooms*

  • Formula 1 Australian Grand Prix*

  • Gogglebox Australia*

  • Have You Been Paying Attention?*

  • How To Stay Married*

  • Hughesy, We Have A Problem*

  • I’m A Celebrity… Get Me Out Of Here!*

  • Jamie Oliver

  • MasterChef Australia*

  • Melbourne Cup Carnival*

  • MotoGP World Championship*

  • NCIS

  • Neighbours*

  • Studio 10*

  • Territory Cops*

  • The Amazing Race Australia*

  • The Bachelor*

  • The Bachelorette*

  • The Dog House UK

  • The Gilded Age

  • The Graham Norton Show

  • The Living Room*

  • The Masked Singer Australia*

  • The Project*

  • The Royals Revealed The Savoy

  • Todd Sampson’s Body Hack*

  • Toddlers Behaving (Very) Badly

*Homegrown content

10 Bold, 10 Peach And 10 Shake

Want To Stay Bold, Peachy And Totally Shook In 2021?

10 Bold, 10 Peach And 10 Shake Have You Covered.

Look, we get it. Everybody loves 10. In fact, you have probably just read all about its shiny new shows and returning cult favs for 2021 (talk about braggers!) and are thinking, things couldn’t possibly get any better.

But over at 10 Bold, 10 Peach and 10 Shake, we are never one to shy away from a challenge.

We are unapologetically the noisier, cheekier and younger siblings of 10. And in 2021, we are throwing a party so out of control that the neighbours down the street at numbers 7 and 9 will be filing noise complaints!

Our audiences are not just viewers. They are highly engaged fans. And next year, we are giving them more of what they want.

Network 10 Head of Programming, Daniel Monaghan, said: “With access to the most entertaining and engaging content in the world through ViacomCBS, 10 Peach and 10 Bold have really hit their stride.

“The addition of 10 Shake to our family of channels has been fantastic. With 10 Bold up 17% year-on year and 10 Peach up 9% year-on-year, I am proud to say we are the only network where all our multi-channels are growing.”

There is always one show-off in the family, and in our family, that’s 10 Bold. Showcasing the

world’s most watched US content, it’s the #1 commercial multi-channel in total people.

Monaghan said: “10 Bold is the fastest growing commercial multi-channel, up 17% year-on- year. It’s also up 24% year-on-year in its key demographic of people over 40 and has achieved a phenomenal 20 months of consecutive year-on-year audience growth.”

They say crime doesn’t pay, but there are rich pickings on 10 Bold in the crime genre with returning fan favourites like Law & Order: SVU , NCIS, NCIS: Los Angeles and CSI: Miami and Hawaii 5-0 .

10 Bold is also boasting brand new first-run seasons of L.A.'s Finest Season 2, NCIS: New Orleans Season 7, MacGyver Season 5 and SEAL Team Season 4.

10 Peach is a big, warm hug when you need it most. It’s the place to go to catch up with Friends at Central Perk, or get your nerdy fix of The Big Bang Theory , or revisit Seinfeld, the ground-breaking show that yada yada yada.

Alongside these seminal sitcoms, 10 Peach is the place to go for Mom , 2 Broke Girls and many other hilarious half hours.

10 Peach is also home to the #1 weekly local series on the multi-channels and Australia’s

longest running drama, Neighbours.

Monaghan said: “We’ve been building great momentum on 10 Peach this year. It is up 32% year-on-year in its key demographic of 16 to 39s. Not only is it the #1 multi-channel in this demographic, but it has also achieved 37 consecutive weeks of year-on-year growth.”

When we launch a brand new channel, we expect it to shake things up. And if 10 Peach is a warm hug, then new kid on the block 10 Shake is more of a fist bump. Feisty, edgy, loud – that’s 10 Shake.

Featuring more hours of kids content than any other commercial multi-channel and bucket loads of free-to-air premieres of the world’s most talked about shows, if you are under 40, then this is your jam.

Harnessing the power of ViacomCBS’s global library of content, viewers will enjoy first run South Park Season 24, The Daily Show with Trevor Noah and The Late Late Show with James Corden. There will also be free-to-air premieres of Ridiculousness, Teen Mom OG , Comedy Central Stand Up , Ex on the Beach , Drunk History (S4-5), BoJack Horseman (S3-6), Catfish (S6-7), and Tosh.0 .

Also joining the 10 Shake lineup is Inside Amy Schumer, Pimp My Ride and the free-to-air premiere of Just Tattoo Of Us USA .

When the sun is up, the kids rule and we have plenty to keep them entertained with Australian-made shows like Totally Wild, Ready Set Dance, Crocamole and Scope , as well as brand new children’s drama series Dive Club and The Bureau of Magical Things .

Plus, 10 Shake has all your international friends including Paw Patrol , Blues Clues & You! , Blaze and the Monster Machines , The Thundermans , SpongeBob SquarePants , The Loud House and Henry Danger.

Netflix and chill is so 2020. In 2021 it’s all about the 10 Shake and shimmy with some of the year’s biggest Paramount and Roadshow movies.

10 Bold, 10 Peach And 10 Shake in 2021

The Boldest, Peachiest And Shakin’-est Content On The Box.


ViacomCBS Australia And New Zealand Continues To Deepen Data Stack.

ViacomCBS Australia and New Zealand has bolstered its data stack with the addition of Flybuys’ new data division – Unpacked by Flybuys.

Its combination with RedPlanet, Quantium and Smrtr (formerly Greater Data) gives brands even sharper targeting and measurement capabilities across its broadcast video on-demand platform, 10 Play, and across more industries, interests and behaviours.

10 ViacomCBS, Head of Data and Digital Audience, Josh Slighting, said: “In just 18 months, we have built best-in-class addressable advertising and analytics capabilities across 85% of our platforms.

“We have the capability and acumen not just to compete effectively, but to win, with 75% of total digital sales now powered by data. Backed by ViacomCBS, we are able to push the boundaries of innovation when it comes to targeting.

“We are invested in building something truly premium, with technology that gives us future optionality and removing any reliance on third party data and changing identifiers like cookies,” Slighting said.

10 has successfully accelerated its data capabilities in 2020 alongside the transformation of 10 Play which has recently launched a number of exclusive premium ad formats. This acceleration will continue in 2021.

Slighting said: “In 2021, we will move into more cutting-edge data-driven strategies, with confidence in the foundation we have established for ourselves. We have a durable data and technology setup, with some of the brightest and most talented people in the industry at the helm. We will be advancing insights about our audience and will continue the pursuit of being the easiest, most accessible and transparent television network to work with.”

With respect to the partnership with Unpacked by Flybuys, Slighting said: “The partnership with Unpacked by Flybuys makes premium targeting accessible to our clients, from one of Australia’s leading loyalty programs.

“The market is hungry for transparency and for better ways to measure and optimise investment in media, and with the advancements both Network 10 and Unpacked by Flybuys have made in the past 12 months, we feel confident this partnership is going to deliver very positive results for our clients.”

Flybuys Chief Product Officer, Harley Giles, said: “Through this partnership, we’re offering advertisers the ability to access insights from the shopping baskets of 8.6 million active Flybuys members across all of Network 10’s digital assets. Unpacked by Flybuys was created to give marketers better access to tangible data and transparent results, so we couldn’t be happier to partner with Network 10, one of Australia’s leading media companies, and offer marketers another way to achieve better results from their marketing spend.”

The combination of 10 ViacomCBS data and deep partnerships with Unpacked by Flybuys, RedPlanet, Quantium and Smrtr solidifies 10’s competitive position when it comes to reaching audiences that matter. These will underpin further innovation and acceleration of 10 ViacomCBS capabilities in 2021.

10 Play Spins Brands Front And Centre On The Curated Content Carousel.

Advertiser And User Experience Is Elevated Further With A New Addition To Network 10’s 10 Play Unified App Platform.

If your brand is looking for premium homepage prominence that aligns with programs that bring the most eyeballs to the yard, 10 Play’s Curated Content Carousel is the snazzy new ad product for sponsored content that connects and effects.

Following on from the success of 10 Play’s Premium Pause ad product, the Curated Content Carousel is a fresh addition coming in 2021 to 10 Play’s evolving website and connected TV app ecosystem.

The Curated Content Carousel allows brands to seamlessly blend into 10 Play’s homepage through the art of editorial curation, placing brands front and centre on the web and new connected TV apps.

Network 10’s General Manager – Digital, Liz Baldwin, said: “As we continue to roll out our world-class 10 Play app experience on connected TV, we want to continue to drive innovation around ad products that complement the viewing experience.

‘”Whether that’s targeted, non-intrusive formats like Premium Pause or editorially adjacent placements within our service like the Curated Content Carousel, we’re favouring new formats that consider the user experience first and foremost.

“The Curated Content Carousel is the perfect pairing to our successful Premium Pause ad product, with both products offering advertisers an innovative, impactful and non-intrusive way to engage with audiences with key brand messages on 10 Play.”

Network 10’s Digital Sales Director, Sophie Hicks Lloyd, said: “The appetite for new branded opportunities that guarantee premium placement and ensure a lasting impact is strong in the market.

“When it comes to BVOD integration and sponsorship amplification, the union of Premium Pause with the Curated Content Carousel positions 10 Play as a trailblazer.

“In 2020, we have soared from 10% to 85% addressability on mobile and connected TVs. In 2021, we are tracking to hit 100% in the first quarter.

“With 10 Play having its biggest year ever once again, it is time to pounce for prime position on 10 Play.”

10 Play, has continued the roll out of its world-class unified app experience on connected TVs with the new platform now available on Telstra TV, Apple TV, Amazon’s FireTV and FireTV Stick Lite and Android TV.


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