CourtTV Unveils a New Name

[Brian Damage]

With its dedication to the courtroom waning, CourtTV has decided to rebrand itself.

Launching on Jan. 1, 2008, CourtTV will become truTV, a name reflecting the network's recent shift in commitment to real-life stories, often entirely unrelated to the ins and outs of the legal system.

"Early in the rebranding process, we realized that the current network name doesn't reflect the direction of our programming or our growing target audience of Real Engagers," says Marc Juris, the network's general manager. "In truTV, we now have the ideal name that fits both the programming and the target audience. The network will be top of mind for Real Engagers seeking real-life action programming, real-life emotion and access to places they can't normally go."

Recent CourtTV shows to target that audience of "Real Engagers" include "Speeders," "Forensic Files" and "Haunting Evidence."

Although the name will change, truTV will continue to begin its programming day with trial coverage, before transitioning into the new talk show "Star Jones," -- starring, predictably, Star Jones -- at 3 p.m. and continuing with it programming for "Real Engagers" in the afternoon and primetime.

In announcing the rebranding process, the network said that four new unscripted shows have been ordered, including the wildcatting saga "Black Gold" from the producers of "Deadliest Catch," and "Ski Patrol" from Bunim/Murray Productions ("The Real World").

"Our new development projects are the kind of compelling stories and people our audience of Real Engagers is seeking," Juris says. "We're proud to be working with successful, top-name producers in crafting series that will continue building on the network's growing success."

Something tells us that truTV is really eager to make that "Real Engagers" tag stick.

[Mr. Television]

Another network slowly changing who they are.