Under Viacom ownership, TNN began phasing out its existing, country-influenced programming, in favor of more off-network series, films, and sports entertainment programming targeted to a wider audience. It was renamed The National Network in September 2000, coinciding with the premiere of WWF Raw on the channel. At this point, Viacom described TNN as being a general entertainment service, albeit one appealing to Middle America. In August 2003, TNN relaunched as Spike TV, which targeted a young adult male audience. In June 2006, Spike rebranded with a more explicit focus on the action genre. In 2010, Spike began to shift its programming towards a wider demographic reach with an increased focus on reality series. This culminated with a final rebrand in 2015 to emphasize gender-balanced series such as Lip Sync Battle and a return to original scripted programming.
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