THE TRUTH ISSUEto defi ne what set us apart again. Our audiences were the
same, but they had grown up. They didn’t take themselves
too seriously and they still wanted to be entertained.”
Using this insight, Principals and 10 articulated a
vision for the network: to be Australia’s leader in escapist
entertainment. Through qualitative viewer research, a
positioning for 10 emerged as an escape from the politically
correct world to a feel-good place that allowed viewers to
break free of the grinding responsibilities of life. The same
Our audiences were the
same but they had grown up.
research helped defi ne the target audience for 10. Compared
to its competitors, 10 remains relevant to a broader range of
advertisers due to its youthfulness. It became clear that 10
needed to own being the under 50s network.
“What 10 needed to do was come up with a way of
saying ‘Maybe we’re not as young as we used to be, but we’re
still young at heart’,” says Bull.
Qualitative research also explored the idea of
archetypes and the archetype identifi ed that best fi t 10
was that of the jester. “It’s this playful, fun and cheeky kind
of character. There was a need to recapture that in the
identity,” Bull says.
The work ultimately led 10 and Principals to establish the
brand idea of ‘positively twisted’. The word ‘positively’ speaks