Exclusive: Sleuth Gets a New Name; Meet Cloo

TV Arts

by Michael Schneider

From the company that morphed Sci Fi into Syfy comes another channel 
name destined to wreak havoc with your computer's spell check.

TV Guide Magazine has confirmed that NBCUniversal will change the name 
of Sleuth, its crime and mystery cable channel, later this spring. The 
new name? Cloo TV.

Why the name change and quirky spelling? Just as NBCUniversal realized 
that it couldn't trademark the words Sci Fi, it faced the same problem 
with Sleuth. (Or Clue, for that matter.) But it can own the word Cloo.

The name switch represents the first major change among NBCUniversal's 
smaller "emerging networks" following its merger with Comcast earlier 
this year. Besides Sleuth/Cloo, the company's emerging networks include 
the horror-themed Chiller and the all high-definition Universal HD 
channels. Sleuth/Cloo runs movies and repeats of series like NCIS, JAG, 
House, Monk, Law & Order: Criminal Intent and Walker: Texas Ranger.

Name changes aren't an easy sell and come with the added expense of 
making over everything from company stationery to on-air promos. Then 
there's the potential blowback from viewers. NBCUniversal (back when it 
was still NBC Universal, two words) caught quite a bit of grief over the 
Syfy rebrand — with some critics questioning the use of a made-up word 
that was still pronounced "Sci Fi," not "siffy."

But the move to Syfy also signaled a shift in direction for that 
network, away from a pure sci-fi focus to one that was much broader. In 
the case of Sleuth-to-Cloo, it was much more of an effort to control the 
brand while the cable network's crime-and-mystery focus remains the 

Type Sleuth into a search engine, and results pop up for the game of the 
same name or multiple movies with that title, before the channel. Cloo 
won't pose the same problem. Sleuth's current tagline, by the way, 
already hints at the channel's new name: "Get clued in."

NBCUniversal isn't ready to officially announce the change to Cloo, 
although at least one executive has already let the news slip via 
Twitter. Says an insider involved with the change: "We understand our 
viewers' passion for crime and mystery... While we're serious about our 
content, we never take ourselves too seriously."

Among other recent name changes, Discovery Communications' Science 
Channel announced earlier this week that it would now be known simply as 

[I genuinely couldn't believe NBC Universal could come up with a dumber 
name than Syfy, but they did it. What 5-year-old is running their 
marketing division?]
From the company that morphed Sci Fi into Syfy comes another channel 

You know? Comcast doesn't carry this channel.
YoOu say that like it's a bad thing.
Comcast's efforts to get NBC-Universal to make money impress me more and
more every day.