If you’ve spent any time online in the last 72 hours, you’ll know Network 10 is deep in damage control. What was intended to be a bold brand refresh has quickly become a PR mess, with long-time audiences calling out the network for poor communication, abrupt changes and what many feel is a disregard for viewer loyalty.
This week, it was confirmed that the upcoming season of Australian Survivor: Australia v The World will be Jonathan LaPaglia’s final stint as host. And fans are not taking the news quietly.
From Instagram comment sections flooded with heartbreak emojis to Reddit threads, Facebook posts and Facebook memes mourning the departure of ‘JLP’, the tribe has spoken, and they’re not impressed. Many are calling the move a ‘blindside’ (ironically), while others are vowing to boycott the show altogether.
As a branding and communications agency, we’re always curious about how rebrands play out, not just in a visual sense, but in how they’re communicated. And Network 10’s handling of their wider rebrand, and this specific change, is a cautionary tale in what not to do.
So, what’s going on at Network 10?
In 2025, Network 10 began rolling out a sweeping rebrand across their digital and television platforms. Highlights included:
- Rebranding 10 Play to a unified brand simply called ’10’
- Changing multichannel names (10 Peach became 10 Comedy, 10 Bold became 10 Drama)
- Replacing legacy programs like The Project with newer formats like 10 News+
- Updating visual assets and streamlining their digital presence
From the outside, these moves signal a network trying to sharpen its identity in a fast-changing media landscape where streaming dominates, audiences fragment and traditional TV struggles to keep up.
But while the strategy might have merit on paper, the execution left a lot to be desired.
The Project: A Legacy Axed
The cancellation of The Project marked a particularly emotional turning point. After nearly 16 years on air, the network cited declining ratings and a shift in viewing habits as the main reasons for axing the long-running current affairs show. But for many viewers, the decision felt rushed and poorly handled. The final episodes were filled with tears, social media tributes and a flood of backlash as fans shared their disappointment over losing a show that had become part of their nightly routine.
10 News+, the program designed to replace it, launched to lukewarm reception, with many calling it a hollow replacement lacking the energy and relatability of its predecessor. Early ratings reflected this sentiment, drawing significantly fewer viewers and raising questions about whether the change was made with the audience in mind.
To make things stranger, The Project’s Instagram and Facebook pages are still active, continuing to post curated content despite the show’s formal end. Loyal fans have flooded the comments sections with confusion, nostalgia and frustration, highlighting the disconnect between the network’s internal decisions and the reality of audience sentiment.
The JLP Fallout: Why Fans Feel ‘Blindsided’
Jonathan LaPaglia has hosted Australian Survivor since its 2016 reboot, and for many fans, he is the show. His dry humour, intense Tribal Councils, and signature blend of authority and empathy created a consistency that grounded the show’s ever-changing format.
So when fans learned JLP wouldn’t return after the next season, the reaction was immediate and emotional.
The common themes?
- No warning. No tribute. No explanation.
- Speculation instead of clarity – It’s rumoured that ex-Survivor contestant and reality TV star, David Genat, is set to take over the Survivor throne.
- And a sense that loyal viewers had been cut out of the loop.
Fans weren’t just reacting to a change in host. They were responding to a perceived lack of care for JLP, for the legacy of the show and for the people who’ve tuned in season after season.
What Could Network 10 Have Done Differently?
We’re not here to say a brand shouldn’t evolve. Change is necessary. But it needs to be done with your audience, not to them.
Here’s where Network 10 missed the mark and where other businesses can learn:
1. Communicate early and clearly
Rebrands are emotional. If you’re removing a key figure, changing something iconic or retiring a legacy asset, don’t bury it in a press release or let people find out second-hand. Bring your audience into the loop. Use language that’s transparent, empathetic and human.
2. Honour what came before
This was a missed opportunity to celebrate JLP’s decade-long contribution. A retrospective, a thank-you video, a farewell interview, any of these could have softened the blow and shown appreciation. Instead, JLP was the first to publicly announce his departure from Australian Survivor. He shared the news via a heartfelt Instagram post on June 29, 2025, expressing that he had been ‘blindsided’ by the decision and that he had found out via a phone call. This announcement came before any official statement from Network 10.
3. Be transparent about why
Speculation always fills the void where clarity should live. Whether it was a ratings decision, a contractual change or a shift in direction, own it. Fans don’t need every detail, but they do deserve honesty.
4. Prepare your audience for the transition
Change management is just as important in branding as it is in business. When you swap out something familiar, prime your audience with what’s coming. Who’s the new host? Why them? What will stay the same?
5. Don’t underestimate emotional equity
Not everything on a balance sheet can be measured. Trust, nostalgia and emotional attachment play a huge role in how audiences perceive a brand. Remove those without care, and you risk eroding the very loyalty that built your platform.
Rebranding Is About the People Who Got You There
For any brand considering a rebrand, Network 10’s current turbulence is a reminder that brand evolution is as much about empathy as it is about strategy.
Would a more thoughtful rollout have changed the fact that JLP is leaving? Probably not.
But it would have changed the way audiences felt about it.
And that’s the lesson.
Because when a rebrand is done well, your audience doesn’t just come with you, they help lead the way.
Let’s not forget, branding is what people say about you when you’re not in the room. And right now, a lot of people have a lot to say.
