How does Time Warner go about rebranding one of its television properties that's best known for The Smoking Gun's website? That's the dilemma they faced with Court TV, which they announced in March would lose its name and focus. (With all those Judge Judy shows, who has time for moderately less sensationalized courtrooms?) Out were courts and cops, in were real-life CSI rip-offs.

So after all that hemming and hawing, what'd we end up with?

AdAge explains the very difficult process:

Renaming the established network was a tricky process that ultimately led Mr. Koonin and his team to examine the five letters in the word "court." After spelling the last three letters backwards ("T-R-U"), he was led to the possibility of "Tru TV," which was tested against its more traditional Webster's spelling with viewers and came out on top.

Well, on the plus side: It's better than Spike TV.

Now, if someone could tell us why TruTV.com is registered to Fox, we'd appreciate it.