10 News pivot the end of free-to-air youth ambitions
By Phil Sim in Media News on Thursday, 12th June 2025 at 11:27amNetwork Ten's decision to abandon the project that was The Project, can probably be seen as the last hurrah in free-to-air media believing it can be relevant to a youth audience.
Ten will replace The Project with, what appears at this stage to be a traditional, serious news program, titled 10 NEWS+.
It's an interesting decision from a branding perspective for Ten.
In the Financial Review this morning, Sam Buckingham-Jones quoted an unnamed rival TV executive as saying: “Ten’s always been youthful, with more entertainment, more comedy. They don’t have sport. This could easily do worse than The Project.”
The problem is, of course, if you're a free-to-air network being youthful is not the place to be. 'The youth' barely know what free-to-air television is.
Buckingham-Jones n...
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