Warner Bros. Discovery is set to breathe new life into TruTV, one of its cable networks, by introducing a thrilling sports block. TruTV, known for its popular prank show "Impractical Jokers" and the caught-on-camera series "World's Dumbest," will now offer a broader range of sports content in an effort to attract more viewers and increase ad revenue.

The upcoming sports schedule on TruTV will not only feature simulcasts of NHL, MLB, and NBA matchups typically seen on Warner's flagship TBS and TNT networks, but also new "alterna-casts" targeting diverse audiences. Viewers can look forward to a live half-hour "TNT Sports Update" every evening at 6 p.m., as well as a weekly program based on the social media-driven clip showcase "House of Highlights."

The new sports block is scheduled to launch on March 11, just ahead of the NCAA March Madness basketball championship, which Warner Bros. Discovery airs in collaboration with Paramount Global's CBS. TruTV frequently broadcasts many games during the tournament. Meanwhile, fresh episodes of "Impractical Jokers" will debut on TBS this summer, continuing to simulcast on both TruTV and TBS until early April.

Luis Silberwasser, chairman and CEO of TNT Sports, expressed excitement about the expanded offerings, stating, "We are constantly striving to create and deliver the best sports content and experiences to sports fans wherever they are, and this is an exciting opportunity to expand the reach of our premium TNT Sports programming with greater consistency throughout the year." He added, "By creating a primetime block of sports programming on TruTV, we are now able to deliver a more comprehensive sports offering for our fans, while generating additional growth opportunities."

The new programming on TruTV will include "The Line," a nightly look at betting across multiple sports genres airing live at 6:30 p.m., and "Handles," an interactive show that explores the top conversations on social media surrounding NBA games, slated for late-night. The sports block will also feature sports movies, documentaries, vodcasts from renowned personalities like Ernie Johnson, Charles Barkley, and Shaquille O'Neal, and a slate of MotoGP races.

TruTV, which currently commands an estimated monthly subscription fee of just 33 cents per customer in 2024, according to Kagan, is expected to benefit from the new programming and attract more revenue from distributors. While the sports TV landscape has faced scrutiny due to changing viewing habits and the transformation of regional-sports networks, Warner Bros. Discovery's decision to invest in TruTV could bolster its joint venture with Fox and Disney in the sports-focused streaming video market.

By expanding TruTV's role, Warner aims to compete directly with major sports networks like Fox Sports and ESPN, strengthening its negotiations with the NBA for new rights contracts. While TNT Sports has a significant rights portfolio for NBA, NHL, MLB, and NCAA March Madness, Warner's sports holdings are smaller compared to rivals like Disney and Fox. The new TruTV sports block would give the company an advantage in securing rights deals.

Warner Bros. Discovery's strategy of diversifying its cable networks with sports content has been successful in the past, as seen with Cartoon Network's nighttime programming block called Adult Swim. Similarly, TruTV's revitalization with a sports block aims to attract a broader audience and tap into the lucrative sports media market.