Igor was hired to create a new name for Court TV, which is… truTV.
This excerpt from the official press release tells the story best:
As part of an extensive branding initiative that will also include
a new look, new logo and expanded line-up, COURT TV® is about to
become truTV. This new name reflects the network’s popular line-up
of series that offer first-person access to exciting, real-life stories,
according to the announcement today by Steve Koonin, president of Turner
Entertainment Networks, and Marc Juris, the network’s general
manager. Through a dynamic original programming line-up that has been
providing the network with strong and consistent audience growth, truTV
will target a highly coveted psychographic known as "Real Engagers"….
The complete re-branding will launch Jan. 1, 2008.
"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," said Koonin. "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."
Developing the truTV network name is the latest step in a nearly
year-long process of rebranding the network. 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 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," said Juris. "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."
