Move part of network's rebranding strategy

Viacom’s TV Land, largely known for vintage sitcoms, has made an unusual purchase: “Extreme Makeover: Home Edition.”

TV Land has bought all off-network rights to the Endemol-produced skein, marking only the second time the net has bought a show that’s still on the air and the first time it has purchased a reality series.

Show preems Aug. 7, and will run normally in the 11 p.m. Tuesday slot. First-run segs of the series, which will begin its fifth season, continue to run on ABC.

TV Land is rebranding itself as a network for baby boomers. While “Extreme Makeover,” which features figures like Ty Pennington and Tracy Hutson engaged in remaking a home, has a contemporary feel, execs say it fits with net’s new theme. “It’s uplifting and positive and has a happy ending, so it’s a very good fit for the baby boomer audience,” said Jaclyn Cohen, senior VP of programming and acquisitions.

Execs also said that because each episode is self-contained, it will rerun better than most reality series.

TV Land recently bought rights to several sitcoms, including “Scrubs,” and classic theatrical comedies such as “Caddyshack” and originals such as “High School Reunion” as it moves away from a strict focus on vintage television.

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