On 1 July 2016, Southern Cross Ten's unique branding began to phase out on NRN in favour of Ten's mainstream branding as "Ten". This comes after Southern Cross switched all of its SC10 stations (except NRN) as Southern Cross Nine as part of its new program supply agreement with the Nine Network. Southern Cross announced on 13 September 2016 that Ten HD would be launched on channel 52 on 21 September 2016. In addition, One was reduced to a standard definition broadcast to accommodate Ten HD.