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It originally launched as 10 Shake on 27 September 2020, as Network 10's third multichannel. As 10 Shake, the network primarily broadcast children's programmes in the daytime hours (including Nickelodeon library content), and programmes targeting a young adult audience in the evening and prime time hours (primarily sourced from CBS, Comedy Central and MTV). After rebranding as Nickelodeon, the network further dayparted its schedule into blocks under the Nick Jr., Nickelodeon, and Nick at Nite brands.
History
10 Shake (2020–2023)
During a showcase to advertisers in May 2020, Beverley McGarvey, the chief content officer and executive vice president of ViacomCBS Networks UK & Australia, revealed that the broadcaster planned to launch a new digital channel targeting viewers under 50 later in the year.
On 13 July 2020, it was announced that 10 Shake would launch in September. The network would carry children's programmes (drawing primarily television series from Nickelodeon brands), while evening and prime time hours would feature "edgy" series and films targeting young adults under 40, including programmes from Comedy Central and MTV, and other imported programmes such as The Late Late Show with James Corden.
It was confirmed on 13 September 2020 that 10 Shake would launch on 27 September on Channel 13 in metropolitan markets. WIN Television did not plan to launch 10 Shake in regional markets. But with WIN re-affiliating with the Nine Network in 2021, 10 immediately signed for a re-affiliation deal with SCA that would include carriage of that channel. On 14 September 2022, 10 Shake launched on Foxtel.
Nickelodeon (2023–present)
On 22 June 2023, it was announced that 10 Shake would rebrand as Nickelodeon on 1 August. Under its new format, the channel will carry Nick Jr. programming during the daytime, series from the main Nickelodeon brand throughout the afternoon, and a regional variant of Nick at Nite focused on acquired sitcoms and films from the Paramount Pictures library. This resulted in the end of the pay-TV Nickelodeon channel broadcasting on Foxtel in Australia, whilst continuing to be provided on Fetch TV and Sky.
Programming
Prior to the rebrand, 10 Shake featured a mix of repeated shows from their slate of output deals, and shows that made their debut on Australian free-to-air television. Most of its programming was sourced from the library of Network 10's parent company Paramount and its television brands from CBS, MTV, Nickelodeon and Comedy Central.
10 Shake aired local Australian children's programming, including Totally Wild, Crocamole and other C-classified dramas. Also locally produced for the network was short-form series Shake Takes which was inspired by social media influencers and supported by integration from sponsors such as VTech, Toyworld, Spin Master and The Accent Group. This was later replaced by Nick News before the channel was rebranded to Nickelodeon.
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Logo used since 2023
27 September 2020 – 31 July 2023
1 August 2023 – present
