America's TruTV Becomes TNT Sports In October

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Warner Bros. Discovery (WBD) has announced that it will rebrand TruTV’s primetime lineup as “TNT Sports” beginning this October, which could be a seismic shift for sports broadcasting and wrestling entertainment.

The news came from WBD CEO David Zaslav during the company’s Q2 earnings call. This move is seen as a potential win for All Elite Wrestling (AEW) amid ongoing talks about its future on WBD networks. Media analyst Brian Steinberg tweeted details of the rebranding strategy, noting that TruTV will transition to become a home for sports under the TNT banner.

According to sources, this new programming block will operate similarly to Cartoon Network’s Adult Swim block, which functions as its brand despite sharing channel space.

Strategic Sports Expansion

The focus on sports is timely for WBD after NBA broadcasting rights recently shifted to Amazon Prime.

With AEW potentially joining Ring of Honor (ROH) whose importance within AEW Khan said has not been overstated but was not yet confirmed for TV on WBD airwaves at some point soon, it would appear the company wants more hours of live sports content under its belt.

In fact, Fightful’s Sean Ross Sapp pointed out earlier today that AEW talents are being featured prominently in early promotions for “TNT Overdrive,” suggesting Khan’s team will play a key role in the new TNT Sports lineup that night -- and grow more influential within the broader sphere of televised athletics-entertainment.

At present, though, these are only good signs; Khan himself called talks with WBD “complicated," but recently expressed optimism following a meeting with Zaslav during the Olympics when reached by @SeanRossSapp. The exclusive negotiating window between parties expired yesterday, allowing AEW to engage with other networks unless/until WBD closes a deal.

Regardless of whether or not anything comes from current conversations between AEW and WBD, the ripples from this news could fundamentally change how wrestling is presented to audiences, aligning AEW with WBD’s rekindled focus on sports and entertainment.

Such an alliance would be expected to ensure All Elite Wrestling continues growing as a major player in the increasingly crowded field of televised athletics entertainment.