CBS Sports has announced a comprehensive reorganization of its college sports operations, incorporating the cable, broadcast and online activities of College Sports Television (CSTV) into its brand.

Effective in March, CSTV will become the CBS College Sports Network. CBS Sports also will begin developing proprietary programming for the cable network and incorporate the growing online activities of CSTV into its online operations.

"We believe this rebranding will better position our college sports cable network in the competitive world of cable television distribution," said Sean McManus, president of CBS News and Sports. "It's hard to imagine a cable company going forward that will not welcome the CBS Sports branded channel to its cable systems. In this move, we further build on the value of this important new part of our company."

Tony Petitti, executive vice president and executive producer for CBS Sports, who will oversee day-to-day operations of the new network, said the CBS College Sports Network “will now be easily recognized as an asset of an already proud brand and distributor of the highest quality sports programming."

As part of the reorganization, a new emphasis will be placed on developing original programming, including College Sports Tonight, a news and information program examining the day's developments in the world of collegiate sports, and providing previews of upcoming events. The program will air twice a night. Additional programming will be announced soon.

 "CBS Sports has the finest slate of college programming in broadcast television, and that commitment has played out to build one of the most dedicated online audiences for that aspect of our programming," said Petitti. "Adding the power of CSTV — the CBS College Sports Network — to the online mix can only help to build that important new audience."

The change to CBS College Sports Network, which will include the full integration of the CBS Sports on-air style and graphics, follows the rebranding of the former CBS Sportsline.com to CBSSports.com last August. In the month after that change, CBSSports.com earned a 27 percent increase in users, giving the site the highest growth rate among major sports sites.

CBS Corporation acquired CSTV in January 2006.