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."
truTV launched with great fanfare on January 1, 2008.