New name rings tru


Court TV is planning to be re-branded as truTV as Turner Entertainment Networks (TEN) remakes the cable network to reflect that much of its program lineup is about "real-life stories," rather than its original approach of lots of trial coverage. The complete re-branding is set for New Year's Day.

"The success of the Turner Entertainment Networks can be attributed in a big way to the fact that we have built strong brands that resonate with viewers. With this new name, truTV joins its sister networks TNT, TBS and TCM in establishing itself a solid, identifiable brand, paving the way for continued growth," said TEN President Steve Koonin.

Developing the truTV network name is the latest step in a nearly year-long process of re-branding the network, TEN said in announcing the new name. The process began with extensive research into who the network's prime-time and late-night viewers are and what kind of programming they desire. The compiled data showed that the line-up attracts a dual-gender audience that loves programming with real people in exciting real- life situations and a strong interest in compelling stories and characters.

"Early in the re-branding process, we realized that the current network name doesn't reflect the direction of our programming or our growing target audience of Real Engagers. In truTV, we now have the ideal name that fits both the programming and the target audience," said network GM Marc Juris.

The drama of the courtroom isn't going away. Each weekday morning, truTV will continue to feature a six-hour block of trial coverage, with continuing broadband coverage online. Nielsen measurement will commence weekdays at 3 pm with the new talk show "Star Jones," featuring the day's top stories and top guests from the worlds of pop culture, entertainment, crime and justice.

In prime time, early fringe and late night, truTV will continue to feature a line-up of already-popular signature series that target "Real Engagers," including such shows as "Speeders," "Forensic Files" and "Haunting Evidence." Upcoming series slated to join the line-up include projects like "Bounty Girls," featuring four tough, smart, beautiful and diverse female professionals on the hunt for some of Miami's most dangerous fugitives; and "The Real Hustle," featuring a trio of con artists going after unsuspecting marks.

The network said it is also in development on a number of unique, high-profile series and specials from top-name producers.