But truTV has yet to take off. Ratings are about where they were last year, but perhaps more worrisome is that the network is fairly indistinguishable from networks like Discovery, History and Spike that air similar programs.

So, as the network heads into the upfront ad market, it’s launching a slew of new shows in the hopes that a few will hit and better define the network while driving up its ratings.

The first of about 10 shows in the works is this summer’s “Black Gold,” about oil prospectors in Texas. It’s from the producers of Discovery’s “Deadliest Catch.”

“We try to approach each show based on whether it’s a good show, if it’s entertaining, and whether it fits with the brand,” says Marc Juris, executive vice president and general manager of truTV. “All the shows are different but similar. They feel comfortable on our air.”

The network’s identity
The truTV brand is a little fuzzy because so many other networks air similar shows, but Juris says it’s still clearer than it was this time last year, when the network was still known as Court TV.

“The Court TV name was a misdirect because it only described what we did for half the day,” he says, referring to its court-themed daytime shows. “We had the good fortune of taking a successful network and rebranding it with a name that better reflected what we had on the air.”

And while building brand identity is an important part of the network's long-term strategy, it isn't a huge immediate concern to media buyers if some of its new shows become hits.

The reality is that when it comes to cable networks, brands are less the creation of taglines and new logos than the shows that become identified with that network over time.

“As they launch new programs, the brand will become more and more defined,” says Shari Anne Brill, senior vice president and director of programming at Carat.

The network’s target audience
Court TV was a 25-54 network but truTV is moving closer to 18-49, although the median age of its viewers is still 50 years old.

Juris says a few of truTV’s shows like “Most Daring” and “Speeders” are doing well with younger viewers.

The network’s ratings
TruTV’s primetime audience in February was up 5 percent from the year-earlier period, but it slumped in key demographics.

Its 18-49 audience was down 3 percent, to 493,000 viewers. Its 18-34 audience was down 8 percent, to 170,000, and its 25-54 audience was down 2 percent, to 548,000 viewers.

The network’s competitive set
TruTV competes with networks with similar programs like Discovery and History but also networks that do well in the 25-54 demographic, including A&E and Spike.

What’s new for 2008/09
TruTV will be rolling out as many as 10 new unscripted series this year like “Maui Chopper,” a show now in development about helicopter rescues on the Hawaiian island.

“Principal’s Office” follows school principals dealing with unruly kids. “Man vs. Cartoon,” from the producers of Discovery’s “Dirty Jobs,” has scientists testing some of the gadgets cartoon characters like Wile E. Coyote use.

TruTV's daytime lineup will go untouched. Ratings for these court-themed shows have been good. The only real change was the debut, with heavy promotion, of “Star Jones,” a talk show hosted by the former "View" chatter, and its cancellation last month after just six months.

The network’s upfront outlook
On a scale of 1 to 5, with 5 being excellent: 3.5.

TruTV is working hard to find hit shows that’ll help define the brand and lift its ratings. But even if that doesn’t happen, truTV will do well in the upfront. It’s a top 20 network in most demos and it’s part of the Turner group, so it will benefit from being packaged in on some ad buys with its bigger and growing siblings TNT and TBS.
 

Links to past upfront stories:
FX
AMC