Tru is a haute cuisine restaurant in Chicago. Make it lower case and add TV and you have Time Warner’s rebranding of one of the most recognizable cable brands around. Effective Jan. 1, 2008, CourtTV will be known as truTV—chosen, the company says, to reflect “the network’s popular line-up of series that offer first-person access to exciting, real-life stories.” (It also starts with a T, as do its Turner Broadcasting network siblings TNT, TBS and TCM.) The decision to rebrand was announced last March, a few months after TW acquired full ownership.

The trial coverage pioneered by CourtTV will live on in a six-hour daytime block continued on broadband when the programming switches to full truTV mode.

SEE ALSO: Court TV Being Rebranded; Some Court Coverage Goes Broadband

Update: Just heard back from Turner on one detail: the network will change urls at the same time but not sure what that new address will be.

AdAge: Steve Koonin, president of Turner Entertainment, says the idea came from spelling court backwards.