Sport on Ten and ONE is now all branded as Ten Sport.
Gone are those big ONE HD logos and promos that populated the channel for just over two years as it played 24 hour sport.
Shirts, microphones and signage on Australian produced sporting events that air on Ten, even if they also air on ONE, all now say Ten Sport.
ONE HD, early in 2011, in an attempt to attract more prime time viewers and thereby increase ratings, gradually introduced more general entertainment programming.
First, it was male skewing documentaries, then movies
On May 8, 2011, ONE HD became known simply as ONE, and the majority of prime time programming was general entertainment, save for major sporting events like the Formula One which has always been a ratings hit for the channel.
A 24 hour free to air sports channel was a good idea, just a little too niche to stand its ground amongst a sea of general entertainment digital channels. The Ten network seriously had not choice but to act at least on the prime time schedule to improve its position in the market.
Since moving to general entertainment in prime time, ONE has seen ratings increase many times over, and figures close to what the other commercial free to air digital channels achieve.