10 Bold is an Australian free-to-air digital television multichannel owned by Network 10. It originally launched on 26 March 2009 as One HD with a focus on broadcasting sports-based programming and events, but rebranded to One in April 2011 to more reality, scripted and adventure-based programming aimed at males between the ages of 25 to 54. As of October 2018, the channel now primarily broadcasts dramatic programming aimed towards viewers 40 and older. Due to the relaunch of 10 HD on 2 March 2016, it was reduced to a standard-definition broadcast for 5 years until 23 September 2021 at 6am when it switched to HD. History Sports format channel The channel commenced broadcasting as One HD on 26 March 2009 at 7.00 pm in Melbourne (due to live coverage of the Australian Football League) and at 7.30 pm in Sydney, Brisbane, Adelaide and Perth. The channel, owned by Network Ten, featured nonstop sport content including live sport, sports documentaries and sports-themed movies. One initially broadcast in high definition on digital channels 1 and 11 with a standard-definition simulcast on digital channel 12 known as One SD or One Digital. At launch, One replaced the previous Ten HD service and a standard-definition simulcast of Ten HD called TenSD2. One HD began broadcasting on Macquarie Media Group's owned and operated Southern Cross Ten regional television stations on digital channel 50 at 7.00 pm on 2 July 2009. Tasmania didn't broadcast it until 30 July 2009, and Mildura didn't broadcast it until 1 December 2009. The simulcast on digital channel 11 was later reallocated for Ten's standard-definition digital multichannel Eleven (now 10 Peach) on 15 December 2010 in preparation for its launch on 11 January 2011. As a result, the channel's high definition simulcast was moved to channel 12, replacing the standard-definition simulcast. In 2011, the channel began to dilute its all-sport format to include adventure-themed reality programming such as Ice Road Truckers and Black Gold, and a weekly feature-length movie or documentary, usually, but not limited to, a sporting theme. In April 2011, it was revealed that the channel would shift to a more broad general entertainment channel aimed towards a younger male demographic, whilst still featuring sports programming. Sports and entertainment channel It was confirmed on 4 April 2011 that due to unsupportable overheads associated with running the station as an "all-sport" channel, One HD would begin to air more general