In a move signaling the ever-changing landscape of cable TV, TruTV, owned by Warner Bros. Discovery, has unveiled plans to revamp its primetime lineup with a focus on sports content. Starting from March 11, the channel, known for its comedy and reality shows, will become home to a new sports slate that includes live games, alternative telecasts, and sports studio programming.

TruTV's transition to a sports-centric lineup will feature exclusive live games, notably including the highly anticipated March Madness college basketball tournament and MotoGP races. The channel will also offer alternative broadcasts of NBA, MLB, and NHL games that air on TNT and TBS, in addition to simulcasting some of those games.

The rise of alternative telecasts in recent years, such as ESPN's Monday Night Football "Manningcast" and Amazon's Dude Perfect Thursday Night Football option, has garnered popularity among sports enthusiasts. These alternative telecasts aim to attract new and younger fans to live events, meeting the demands of both sports broadcasters and leagues alike.

To complement the sports offerings, TNT Sports will produce several sports studio programs on TruTV. This lineup will include the 30-minute sports news show "TNT Sports Update" at 6 p.m., the sports betting show "The Line" at 6:30 p.m., and a late-night NBA-focused show called "Handles."

As part of the strategic programming shift, TruTV's flagship hidden camera comedy series, "Impractical Jokers," will be moving to TBS starting this summer. This move allows TruTV to create a dedicated primetime block for sports programming while expanding the reach of their premium TNT Sports content throughout the year.

Luis Silberwasser, Chairman and CEO of TNT Sports, expressed excitement about the opportunity to deliver a more comprehensive sports offering to fans and generating growth opportunities for their sports division and strategic partners. This marks a significant shift for TruTV, which previously had focused on comedy since 2013 under former President Chris Linn.

The rebranding of Court TV as TruTV during Linn's tenure brought about successful series like "At Home With Amy Sedaris," "Adam Ruins Everything," and "Tacoma FD." However, the network phased out its scripted series earlier this year under the leadership of Warner Bros. Discovery's Kathleen Finch, resulting in the cancellation of "Tacoma FD."

The transformation at TruTV aligns with the broader changes occurring in the cable TV industry, with smaller and mid-sized channels facing challenges amidst the ongoing trend of cord-cutting. Recently, Disney-owned channels, such as Freeform and Disney Junior, experienced carriage losses on Charter Spectrum, raising questions about their future programming.

TruTV's strategic shift towards sports programming seeks to tap into the growing demand for live sports content while aiming to provide a more comprehensive sports offering for fans. The channel's entry into this competitive landscape is poised to reshape the viewing experience for sports enthusiasts and further redefine the cable TV landscape.