Should Court TV Change its Name?
March 19, 2007 4:28 PM
Should Court TV Change its Name? That’s the bone media junkies have been gnawing at since Court TV’s owner Turner Networks announced that a name change was in store for the cable net that currently airs trial coverage by day and entertainment programming by night. Bipolar yes, but the strategy works for viewers.
Court TV doesn’t have major changes in line for its current programming strategy, with the exception of adding a few new shows, one starring Star Jones Reynolds. Otherwise the slate remains pretty much intact, for now. Court TV’s general manager Marc Juris has said in published reports that this is a case of a brand “outgrowing” its name. What that means is beyond me. He also said that advertisers were turned off by the name, saying to them it meant grizzly court reports. Like the rest of TV isn’t grizzly or violent?
Give me a break. According to Beta Research the brand Court TV has 96 percent recall. Also, the net’s ratings are up, but ad sales remain flat. Juris said the new name will be more generic. Like what Brand X? Personally, I wouldn’t mess with the moniker, but beef up the ad sales staff, whose heads are now working elsewhere.
So what will Court TV morph into? Let’s give Juris some unsolicited help here, since the company is hell bent on renaming this network. Perhaps Crime TV? Probably not, too specific and not generic. So marketing mavens, let’s all play the name game here and weigh in with some suggestions for this exercise in futility.