The -10 promoter element in E. coli is also called
Bacterial promoters contain 6-base AT-rich element centered near -10 relative to transcription start site, originally described by Pribnow examining phage T7 and E. coli promoters. Sequence TATAAT facilitates duplex melting due to low stability and is specifically recognized by sigma70 region 2 for open complex formation. Eukaryotic TATA box termed Hogness box located -30 recognized by TBP, distinct in position and factor. -35 element consensus TTGACA, UP element AT-rich upstream, none termed Pribnow. Therefore -10 promoter element specifically designated Pribnow box in prokaryotic literature referencing initiator melting element.
Ref: Berg Biochemistry Section 28.2: -10 element Pribnow box nomenclature; Pribnow 1975 PNAS TATAAT sequence; Watson Chapter 13 Promoter elements naming