The Simpsons have been synonymous with Network Ten for more than 20 years but that seems certain to change under new boss Hamish McLennan.

He's only been at the helm of Ten for little over two months and his first major announcement on Monday was that the station is going to target a more mature audience.

Ten may be abandoning The Simpsons in favour of running it on a different channel.

Its new target demographic, said McLennan, is the 25 to 54-year-olds.

The changes, some signalled and some implied in an interview with AAP, suggest McLennan is about to downgrade Homer, Marge, Bart and Lisa to a digital station.