Sale to Fox Sports Networks
On February 23, 2006, Fox Sports Net's then-parent company News Corporation, looking to further expand its roster of sports teams and events, purchased Turner South for $375 million.[4][5] The deal included all existing sports contracts, involving teams that sister network-to-be FSN South (now FanDuel Sports Network South) also held the regional cable television rights to broadcast.
After the deal was completed, FSN sought a new name for the channel, with network officials eventually chose to rebrand it as SportSouth, after coming up with about 60 different suggestions. The SportSouth name was originally used as the name for what is now FanDuel Sports Network South, which was founded by Turner Broadcasting in 1990 and was purchased by News Corporation's Fox Cable Networks unit in 1996, becoming a charter outlet of Fox Sports Net. Under Turner ownership, the original SportSouth carried Braves and Hawks games, as well as NBA games from the Charlotte Hornets, World Championship Wrestling events, college sports and some syndicated programs.
Turner South officially relaunched as SportSouth on October 13, 2006, becoming the 15th regional sports network owned as part of Fox Sports Net; the rebrand took place with its first official event broadcast: an NHL game between the Atlanta Thrashers and the Carolina Hurricanes. The relaunched channel dropped all non-sports entertainment programming, replacing it with other regionally produced programs and national sports news, documentary and magazine programming sourced by FSN. On-air promotions for SportSouth included sports figures native to the South such as Steve Spurrier, Bob Hartley, Bo Jackson and Heath Shuler.
Originally, the two networks only shared broadcast rights to Atlanta-based teams, while FSN South exclusively broadcast games from the NBA's Memphis Grizzlies, Major League Baseball's Baltimore Orioles and the NHL's Carolina Hurricanes and Nashville Predators. However, FSN South and SportSouth gradually began sharing rights to sports events from other teams during the late 2000s. In 2008, select Major League Baseball games from the Cincinnati Reds and St. Louis Cardinals were added to SportSouth's schedule (via sister network FSN Midwest), subject to league territorial restrictions. This ensures that both those teams and the Predators have the maximum number of games able to be televised.
In August 2007, News Corporation lifted SportSouth's regional blackout restrictions, allowing the channel to be carried nationwide by DirecTV on its "Sports Pack"; however, some professional sporting events are still subject to blackout restrictions imposed by the major sports leagues for national telecasts. On August 28 of that year, SportSouth acquired the television rights to Tennessee Volunteers sporting events, in a package that includes encore presentations of twelve football games, live telecasts of four men's basketball games, four women's basketball games and six Olympic sporting events, as well as rights to the team's coaches shows for the former three sports.
The Atlanta Braves' relationship with SportSouth and independent station WPCH-TV (channel 17) – which until October 2007, served as the local broadcast version of TBS – intersected in 2011, when sister network Fox Sports South began producing an annual package of Braves games for the station that were not broadcast by the two networks. On March 1, 2013, Fox Sports South and SportSouth announced that they would acquire the rights to the 45 games, ending the team's contract with WPCH-TV beginning with the 2013 season, marking the first season in 40 years that the team's game telecasts did not air in the Atlanta market on broadcast television until 2025, when WPCH-TV returned to airing selected games as simulcasts from the cable channel.[6]
Rebranding to Fox Sports Southeast
On August 24, 2015, Fox announced that SportSouth would be rebranded as Fox Sports Southeast. The name change took effect six weeks later on its target date of October 5.[7]
Fox Sports Networks senior vice president and general manager Jeff Genthner felt that the re-branding of FSN South as Fox Sports South may have caused viewer confusion due to the similar names.[8] Consumer research conducted in the Charlotte, Memphis and Atlanta markets found that viewers were confused about the autonomy of Fox Sports South and SportSouth, the latter network's relation to the Fox Sports regional networks, and perceived that Fox Sports South had better programming.[8] Network management reportedly had been considering a name change for the channel since 2012, including the use of a numerical brand for SportSouth (similar to that used by national sister networks Fox Sports 1 and Fox Sports 2), and color-code branding (with the main network as "Fox Sports South Red" and the secondary network as "Fox Sports South Blue").[8][9]
