Editing USA Network (section)

==History==
===Madison Square Garden Sports Network (1977–1980)===
USA Network was launched on September 22, 1977, as the Madison Square Garden Sports Network<ref>{{cite web |url=http://koplovitz.com/the-usa-story/ |title=The USA Story |last=Koplovitz |first=Kay |date=January 5, 2015 |website=Koplovitz.com |access-date=November 2, 2019}}</ref> (not to be confused with the [[New York City]]-area [[regional sports network]] now known as the [[MSG Network]]). The network was founded by cable provider [[UA-Columbia Cablevision]] and the [[Madison Square Garden|Madison Square Garden Corp.]] From its first two decades, the network was run by chairwoman and CEO [[Kay Koplovitz]].<ref name="garden">{{cite news |last1=Brown |first1=Les |title=Garden Cable Network Is Going Beyond Sports |url=https://www.nytimes.com/1978/04/07/archives/garden-cable-network-is-going-beyond-sports-branching-out-from.html |access-date=August 5, 2021 |work=The New York Times |date=April 7, 1978}}</ref> The channel was one of the first national cable television channels, utilizing [[Communications satellite|satellite]] delivery as opposed to the then-industry standard [[microwave relay]] to distribute its programming to cable systems. Unlike other cable networks at the time, it also was the first to rely greatly on advertising revenue.<ref>{{cite news|url=https://www.latimes.com/archives/la-xpm-1998-apr-10-fi-37857-story.html|title=USA Networks CEO Kay Koplovitz Resigns|first=Sallie|last=Hofmeister|newspaper=Los Angeles Times|date=April 10, 1998|accessdate=April 5, 2022}}</ref> At launch the network mostly broadcast sporting events from Madison Square Garden to a national audience (sharing programming with the aforementioned MSG Network). The network quickly added a mix of college and less well-known professional sports held at other venues, similar to those found during the early years of [[ESPN]]. In 1978, children's programming was also added to the lineup.<ref name="garden"/>

=== MCA/Paramount ownership (1981–1994) and Time ownership (1981–1987) ===
On April 9, 1980, the channel changed its name to USA Network. It also added a children's program called ''[[Calliope (TV series)|Calliope]]'' to its schedule and some [[talk show]]s in an effort to appeal to women. The new network also offered a programming block from [[BET|Black Entertainment Television]] (which would eventually launch as its own network three years later, but now owned by Paramount as of 2001) and carried [[C-SPAN]] during the day.<ref>{{cite news |title=Madison Square Garden and UA- Columbia merge cable efforts |url=https://worldradiohistory.com/Archive-BC/BC-1980/1980-04-14-BC.pdf |access-date=August 5, 2021 |work=Broadcasting Magazine |date=April 14, 1980 |page=130}}</ref>

In 1981, ownership of the network changed. First, [[Time Inc.]] agreed to buy UA-Columbia's share of the network contingent upon Madison Square Garden owner [[Gulf and Western Industries|Gulf + Western]] transferring its share of the network to its [[Paramount Pictures]] division.<ref>{{cite news |title=Time to buy all or half of USA Network |url=https://worldradiohistory.com/hd2/IDX-Business/Magazines/Archive-BC-IDX/81-OCR/1981-08-31-BC-OCR-Page-0024.pdf |access-date=August 5, 2021 |work=Broadcasting Magazine |date=August 31, 1981 |page=24}}</ref> Shortly thereafter [[MCA Inc.]] also bought into the network with the three companies each owning an equal share.<ref>{{cite news |title=In Brief |url=https://worldradiohistory.com/hd2/IDX-Business/Magazines/Archive-BC-IDX/81-OCR/1981-10-19-BC-OCR-Page-0088.pdf#search=%22usa%20network%20mca%22 |access-date=August 5, 2021 |work=Broadcasting Magazine |date=October 19, 1981 |page=88}}</ref> The three partners had a [[non-compete clause]] that would prevent them from owning other basic cable networks independently from the USA joint venture; however, it was acknowledged that Time also owned powerful USA Network rival [[HBO|Home Box Office]].<ref name=dillerusanetwork /> This clause would cause Time Inc. to drop out of the venture in 1987, as the company attempted (but failed) to buy [[CNN]] from [[Ted Turner]] and run it independently from USA.<ref>{{cite web |url=http://www.emmytvlegends.org/interviews/people/kay-koplovitz# |title=Kay Koplovitz: Network Creator/Executive |first=Jane |last=Altschuler |date=May 3, 2006 |website=Academy of Television Arts & Sciences |access-date=November 2, 2019}}</ref> MCA and Paramount subsequently became the sole owners of the channel (being a 50/50 joint venture between the two companies).

C-SPAN stopped sharing satellite space with USA on April 1, 1982, after having launched its own 24-hour feed two months earlier.<ref>{{cite news |title=C -SPAN goes on campaign trail |url=https://worldradiohistory.com/hd2/IDX-Business/Magazines/Archive-BC-IDX/82-OCR/1982-01-25-BC-OCR-Page-0099.pdf#search=%22usa%20network%20c-span%22 |access-date=August 6, 2021 |work=Broadcasting Magazine |date=January 25, 1982 |page=99}}</ref> USA began operating on a 24-hour schedule, programming its new daytime block with the British soap opera ''[[Coronation Street]]'', a health-oriented show named ''Alive and Well'', and an afternoon movie.<ref>{{cite news |title=USA Network makes programing changes |url=https://worldradiohistory.com/Archive-BC/BC-1982/BC-1982-03-29.pdf |access-date=August 6, 2021 |work=Broadcasting Magazine |date=March 29, 1982 |pages=132–133}}</ref>

In fall 1982, the channel began running a mix of 1960s and 1970s [[Hanna-Barbera]] cartoons each weekday evening from 6:00 to 7:00&nbsp;p.m. as part of the new ''[[USA Cartoon Express]]'' block, with sports programming airing after 7:00&nbsp;p.m., which were rebroadcast during the overnight hours. Weekends featured a mix of movies, some older drama series and talk shows during the morning hours, and sports during the afternoons and evenings. Overnights consisted of old low-budget films and film shorts, and music videos as part of a show called ''[[Night Flight (TV series)|Night Flight]].''

By August 1983, then-Paramount head [[Barry Diller]] became more focused on having the network increase its relationship with the [[Madison Square Garden Network]].<ref name=dillermsg /> This included a deal which made the USA Network a source for the Madison Square Garden Network programming and having the network also being more tied to sporting organizations which could air events in [[Madison Square Garden]].<ref name=dillermsg>{{cite news|url=https://www.nytimes.com/1983/08/28/business/barry-diller-s-latest-starring-role.html|title=Barry Diller's Latest Starring Role|work=New York Times|date=August 28, 1983|accessdate=March 29, 2025}}</ref>

Between 1984 and 1986, however, USA's programming focus began shifting away from sports,<ref name=wwfhistory>{{cite book |last1=Assael |first1=Shaun |last2=Mooneyham |first2=Mike |title=Sex, Lies, and Headlocks: The Real Story of Vince McMahon and World Wrestling Entertainment |url=https://books.google.com/books?id=fhNgjI3pSPkC&q=NHL+on+USA+Network&pg=PA36 |date=November 3, 2010 |publisher=Crown/Archetype |isbn=978-0-307-75813-2 |page=36}}</ref> and shifted towards general entertainment programs not found on broadcast stations, including some less common network drama series, situation comedies and cartoons. Nevertheless, the network would still focus on airing [[World Wrestling Federation]] programs.<ref name=wwfhistory />

For the 1985–1986 season, the channel had four hours of original and exclusive shows. One original series from the 1985–1986 season was the comedy ''[[Check It Out! (Canadian TV series)|Check It Out!]]''. USA, wanting to become the flagship cable channel and compete directly with the broadcast networks, committed to 26 half-hours of part exclusive off-broadcast network and part original programming for the 1986–1987 season at an increase of $30&nbsp;million. In one case, the channel picked up ''[[Airwolf]]'' for 58 off-network episodes, while commissioning 24 new episodes without the original cast.<ref>{{cite magazine |url=http://www.americanradiohistory.com/Archive-TV-Radio-Age/Issues/80s/1986/1986-08-04-RTVA.pdf |title=USA's ambitious season |date=August 4, 1986 |magazine=[[Television/Radio Age (magazine)|Television/Radio Age]] |volume=XXXIV |issue=1 |page=48 |publisher=Television Editorial Corp. |url-status=dead |archive-url=https://wayback.archive-it.org/all/20141127203506/http://www.americanradiohistory.com/Archive-TV-Radio-Age/Issues/80s/1986/1986-08-04-RTVA.pdf |archive-date=November 27, 2014 }}</ref>

One tradition on USA was an afternoon lineup of [[game show]] reruns mixed in with several original low-budget productions that aired over the years. It began in October 1984 with reruns of ''[[The Gong Show]]'' and ''[[Make Me Laugh]].'' In September 1985, the network began airing its first original game show, a revival of the mid-1970s game show ''[[Jackpot (game show)|Jackpot]];'' two more original game shows, ''[[Love Me, Love Me Not (game show)|Love Me, Love Me Not]],'' and a revival of the 1980 series ''[[Chain Reaction (game show)|Chain Reaction]],'' were added in September 1986. More shows were progressively added soon afterward such as ''[[The Joker's Wild]],'' ''[[Tic-Tac-Dough]],'' ''[[Press Your Luck]],'' ''[[High Rollers]],'' and ''[[Hollywood Squares]]'' (with [[John Davidson (entertainer)|John Davidson]] as its "Square-Master", or host), along with ''[[Wipeout (1988 game show)|Wipeout]],'' ''[[Face the Music (American game show)|Face the Music]],'' and ''[[Name That Tune]].'' In June 1987, the channel debuted another original game show, ''[[Bumper Stumpers]]'' (all four USA original game shows in this era were taped in Canada). When it began, the game-show block ran for an hour, but it expanded significantly the following year. By 1989, the network ran game shows Monday through Fridays from noon to 5:00&nbsp;p.m. eastern. USA also aired late night reruns of [[Procter & Gamble]] soap operas ''[[The Edge Of Night]]''  from August 5, 1985, to January 19, 1989, along with ''[[Search For Tomorrow]]'' from 1987 until the summer of 1989. In January 1989, USA debuted ''[[USA Up All Night]],'' a showcase of low-budget feature films that aired as part of its weekend overnight schedule. ''Up All Night'' became a cult favorite among viewers for the comedic wraparound segments that were usually shown during breaks leading into (and sometimes, out of) commercials and between films that were hosted by comedian [[Gilbert Gottfried]] and model/actress [[Rhonda Shear]], the latter of whom had replaced original co-host Caroline Schlitt in 1991. Though this program was discontinued on March 7, 1998, late-night movie telecasts on USA continued to be branded under the "Up All Night" banner until 2002.

Short news updates, branded as ''USA Updates,'' were broadcast early on, from 1989 until 2000. These segments were first produced out of [[KYW-TV]] in [[Philadelphia]], as the station had already produced a number of syndicated news services (including the [[Westinghouse Broadcasting|Group W]] Newsfeed) and [[Steve Bell (news anchor)|Steve Bell]], the former newsreader on ''[[Good Morning America]],'' was employed as a primary anchor at the station. By 1993, production of USA Updates had been taken over by the [[All News Channel]] (operated as a joint venture of [[Hubbard Broadcasting]]'s and [[Viacom (original)|Viacom]]'s CONUS Communications); Bell had left KYW in 1992, when KYW's news operations were heavily revamped in response to falling ratings. Via the ANC connection, USA also aired the financial news program ''[[First Business]]'' (then produced by CONUS) at 6:30am weekday mornings for a time (the network had previously carried [[The Wall Street Journal|''Wall Street Journal'']]-produced financial news updates and a late-night report in the 1980s<ref>{{Citation|title=USA Wall Street Journal Late News & Ford ad, 1984| date=April 17, 2018 |url=https://www.youtube.com/watch?v=vICtZfj7Gb0| archive-url=https://ghostarchive.org/varchive/youtube/20211030/vICtZfj7Gb0| archive-date=October 30, 2021|language=en|access-date=October 13, 2021}}{{cbignore}}</ref><ref>{{Citation|title=USA Network - The Wall Street Journal Late News| date=November 2, 2013 |url=https://www.youtube.com/watch?v=I4yWbdStejM| archive-url=https://ghostarchive.org/varchive/youtube/20211030/I4yWbdStejM| archive-date=October 30, 2021|language=en|access-date=October 13, 2021}}{{cbignore}}</ref>).<ref>{{Citation|title=1992 USA "First Business" commercial| date=August 22, 2013 |url=https://www.youtube.com/watch?v=nbUKxqOkoqM| archive-url=https://ghostarchive.org/varchive/youtube/20211030/nbUKxqOkoqM| archive-date=October 30, 2021|language=en|access-date=October 13, 2021}}{{cbignore}}</ref><ref>{{Citation|title=USA Network late night commercials and First Business opening, 1/15/1993 part 2| date=June 21, 2021 |url=https://www.youtube.com/watch?v=FnKpyBx_XRg| archive-url=https://ghostarchive.org/varchive/youtube/20211030/FnKpyBx_XRg| archive-date=October 30, 2021|language=en|access-date=October 13, 2021}}{{cbignore}}</ref> The ANC-produced updates continued through 2000 (ANC was suffering heavily around this time due to competition with other cable news channels such as [[CNN]] and the then-similarly formatted [[HLN (TV network)|Headline News]], and ended up shutting down in 2002); USA Network has not carried any news programming since the news updates were removed.

USA was the first basic cable channel to pre-empt the syndicated television market by purchasing a package of 26 films from [[The Walt Disney Company|Disney]]'s [[Touchstone Pictures]] library in October 1989. To obtain the package, it spent an estimated $50 million to $60&nbsp;million, with films including such box office hits as ''[[Dead Poets Society]],'' ''[[Good Morning, Vietnam]],'' and ''[[Three Men and a Baby]].''<ref>{{cite news |url=https://www.latimes.com/archives/la-xpm-1990-10-07-tv-2689-story.html |title=New Shows on the Block: KCOP Builds Prime-Time Programming in Move Against the Networks |last=Cerone |first=Daniel |date=October 7, 1990 |work=Los Angeles Times |access-date=February 16, 2022}}</ref>

The tradition of game show reruns continued into the 1990s with the ''[[Pyramid (game show)|$25,000 and $100,000 Pyramids]],'' the early 1990s revivals of ''[[The Joker's Wild]]'' and ''[[Tic-Tac-Dough]],'' and other well-known shows such as ''[[Scrabble (game show)|Scrabble]],'' ''[[Sale of the Century]],'' ''[[Talk About (game show)|Talk About]],'' and ''[[Caesars Challenge]].'' Additionally, two more original game shows were added in June 1994; these were ''Free 4 All'' and ''Quicksilver.'' In September 1991, the block was reduced to three hours, from 2:00 to 5:00&nbsp;p.m. Eastern. However, an additional hour was added in March 1993. In November 1994, the game show block was cut back to only two hours, from 2:00 to 4:00&nbsp;p.m.

On September 24, 1992, USA launched a sister network, the Sci-Fi Channel (now [[Syfy]]), focusing on [[science fiction]] series and films.

In January 1993, the channel began showing ''[[WWF Monday Night Raw]]'', which was the first weekly WWF program on USA to air in front of a live audience. In September 1993, USA adopted a new on-air look centering on the slogan "The Remote Stops Here", with flat graphics suggesting a television camera's in-lens symbols and music consisting of electric guitar and synthesized noises, though the movie presentation openers were retained from the previous design.

===USA Networks ownership (1994–2002)===
In 1994, Paramount Pictures parent Paramount Communications was sold to [[Viacom (1952–2005)|the original iteration of Viacom]]; the following year, MCA was acquired by [[Seagram]]. In April 1996, Viacom, which also owned [[Paramount Media Networks|MTV Networks]], launched a new classic television network called [[TV Land]]. MCA subsequently sued Viacom for [[breach of contract]], claiming that it had violated the non-compete clause in its joint venture agreement with MCA.<ref>{{cite news |title=The Media Business; MCA Sues Viacom, Saying New Channel Violates Their USA Network Partnership |url=https://www.nytimes.com/1996/04/30/business/media-business-mca-sues-viacom-saying-new-channel-violates-their-usa-network.html |first=Geraldine |last=Fabrikant |newspaper=[[The New York Times]] |date=April 30, 1996 |access-date=August 18, 2014}}</ref> A judge presiding over the case sided with MCA,<ref>{{cite news |title=Seagram Wins Small Victory Over Viacom |url=https://www.nytimes.com/1997/05/16/business/seagram-wins-small-victory-over-viacom.html |first=Mark |last=Landler |newspaper=The New York Times |date=May 16, 1997 |access-date=August 18, 2014}}</ref> and Viacom subsequently sold its stake in USA and the Sci-Fi Channel to Seagram for $1.7 billion.<ref>{{cite news |title=Seagram to Buy USA Networks for $1.7 Billion |url=https://www.latimes.com/archives/la-xpm-1997-sep-23-mn-35268-story.html |first=Sallie |last=Hofmeister |newspaper=[[Los Angeles Times]] |date=September 23, 1997 |access-date=February 16, 2022}}</ref> In turn, Seagram sold a [[controlling interest]] in the networks to [[Barry Diller]] – who was previously head of Paramount Pictures when the company owned part of the network in the early 1980s and who was also credited with putting together the 1981 agreement which resulted in joint Paramount-Time-MCA ownership of the network<ref name=dillerusanetwork>{{cite news|url=https://www.nytimes.com/1983/08/28/business/barry-diller-s-latest-starring-role.html|title=Barry Diller's Latest Starring Role|first=Sandra|last=Salmans|work=[[The New York Times]]|date=August 28, 1983|accessdate=April 5, 2022}}</ref> – in February 1998, which led to the creation of [[IAC Inc.|USA Networks, Inc.]];<ref>{{cite magazine |url=https://money.cnn.com/magazines/fortune/fortune_archive/1997/11/24/234345/index.htm |title=Once Again, It's Diller Time |last=Gunther |first=Marc |date=November 24, 1997 |magazine=[[Fortune (magazine)|Fortune]] |via=CNN |access-date=November 2, 2019}}</ref><ref>{{cite news |title=Barry Diller, Media Titan, Wants a Shot at the Small Time |url=https://www.nytimes.com/1998/02/15/business/barry-diller-media-titan-wants-a-shot-at-the-small-time.html |first=Geraldine |last=Fabrikant |newspaper=The New York Times |date=February 15, 1998 |access-date=August 18, 2014}}</ref> the company also merged the cable channels with Diller's existing television properties including the [[HSN|Home Shopping Network]] and its broadcasting unit Silver King Broadcasting (which was restructured as [[USA Broadcasting]], and eventually sold its stations to [[Univision Communications]] in 2001 to form the nucleus of [[UniMás|Telefutura/UniMás]]).

In July 1995, USA began simulcasting the business news channel [[Bloomberg Television|Bloomberg Information TV]] Monday thru Saturday from 5:00 to 7:00&nbsp;a.m. Eastern; in 2004, the Bloomberg simulcast moved to [[E!]], where it ran until 2007 (USA was actually the second television network to simulcast Bloomberg's programming, the now-defunct [[American Independent Network]] also carried a simulcast of the channel during the mid-1990s). Bloomberg purchased the airtime from USA.<ref>{{cite news |title=Bloomberg on USA |url=https://worldradiohistory.com/hd2/IDX-Business/Magazines/Archive-BC-IDX/95-OCR/BC-1995-05-08-OCR-Page-0048.pdf |access-date=August 8, 2021 |work=Broadcasting & Cable |date=May 8, 1995 |page=50}}</ref> In October 1995, the network dropped the entire game show block; it was replaced with a block called ''USA Live'', which carried reruns of ''[[Love Connection]]'' and ''[[The People's Court]]'', with live hosted wraparound segments between shows; that block was dropped by 1997 (some of the game shows that USA had aired can still be seen on [[Game Show Network|GSN]] and [[Buzzr]]).

On June 17, 1996, the network unveiled a new on-air appearance, which included the introduction of a new logo (incorporating a star ridged into the "U" of the now-serifed "USA" logotype, replacing the Futura-typeface logo that had been in use since the network's start under the USA Network name in 1980), and a three-note jingle. Network IDs, feature presentation intros for movies and promo graphics were based around a behind-the-scenes look at the fictional "USA Studios"; some of the IDs showed people in the control room, while a studio that was being set-up by a crew was the backdrop for the "Tonight" menu that displayed the evening's schedule. Opening sequences leading into movie telecasts showed people running through the "USA Studios Film Vault". The new look coincided with a shift in focus, more towards off-network reruns and original programming; game shows and court shows were dropped from the schedule, while cartoons were phased out. USA Studios also became the branding for USA-produced programming at this point. This logo was replaced in July 1999 in favor of a 'USA flag'-styled logo (whose design was slightly modified in 2002).

In September 1996, USA replaced the ''USA Cartoon Express'' with the action-oriented children's block, ''[[USA Action Extreme Team]]''; the channel discontinued its animation block outright in September 1998 (other than airing the first-run teen sitcom ''[[USA High]]'' and reruns of ''[[Saved by the Bell: The New Class]]'' from 1997 to 2001, USA has not aired children's programming since that time), and replaced it with a block called "USAM", which advertised itself as "Primetime Comedy in the Morning". The block mainly featured sitcoms originally aired on network television that were cancelled before making it to [[100 episodes]] (such as ''[[The Jeff Foxworthy Show]]'', ''[[Hearts Afire]]'' and ''[[Something So Right (TV series)|Something So Right]]''); however, for a time, the block also included the 1989–1994 episodes of the [[Bob Saget]] run of ''[[America's Funniest Home Videos]]''. "USAM" was discontinued in 2002; by that point, the only sitcoms airing on USA were daytime and late night reruns of ''[[Martin (TV series)|Martin]]'' and overnight airings of ''[[Living Single]]'', ''[[Cheers]]'' and ''[[Wings (1990 TV series)|Wings]]'', with drama series and movies populating much of the channel's daytime and primetime schedule.

<!-- Deleted image removed: [[File:USA Network logo 1999.png|thumb|right|150px|The third logo of USA Network, used from 1999 to 2005. Fourth logo of this network had five stripes, and fifth logo of this network uses a previous print logo in a blue box.]] -->
In 2000, USA Networks bought Canadian media company North American Television, Inc. (a joint partnership between the [[Canadian Broadcasting Corporation]] and [[Power Corporation of Canada]]), owner of cable television channels [[Trio (TV network)|Trio]] and [[Newsworld International]] (the CBC continued to handle programming responsibilities for NWI until 2005, when eventual USA owner [[Vivendi]] sold the channel to a group led by [[Al Gore]], who relaunched it as [[Current TV]]). One major shock happened when USA lost the broadcasting rights of the WWF to Viacom in June 2000; ''Raw'' (which had been retitled ''Raw is War'') was moved to [[Paramount Network|TNN]] in September of that year.

===Vivendi ownership (2002–2004)===
In May 2002, USA Networks sold its non-shopping television and film assets (including USA Network, the Sci-Fi Channel, Trio, USA Films (which was rechristened as [[Focus Features]]) and [[Universal Television#Studios USA Television|Studios USA]]) to [[Vivendi|Vivendi Universal]] for $10.3 billion.<ref>{{Cite web|last=L.A. Times Archives|date=May 8, 2002|title=Vivendi Completes USA Deal|url=https://www.latimes.com/archives/la-xpm-2002-may-08-fi-vivendi8-story.html|access-date=December 3, 2021|website=Los Angeles Times|language=en-US}}</ref> USA and the other channels were folded into Vivendi's Universal Television Group.

In July 2002, the channel debuted ''[[Monk (TV series)|Monk]]'', a comedy-drama [[police procedural]] that starred [[Tony Shalhoub]] as [[Adrian Monk]], a former [[San Francisco]] police inspector-turned-consultant who suffers from various obsessive-compulsive behaviors that include the ability to pay attention to detail when solving crimes. It became one of USA Network's first breakout hit series, and ran for eight seasons until it ended on December 4, 2009.

===NBCUniversal/Comcast ownership (2004–present)===
In 2003, [[General Electric]] (GE) agreed to merge [[NBC]] and its sibling companies with [[Vivendi|Vivendi Universal]]'s North American-based filmed entertainment assets, including [[Universal Pictures]] and [[Universal Television]] Group in a multibillion-dollar purchase, renaming the merged company [[NBCUniversal|NBC Universal]]. GE retained an 80% ownership stake in the new company, while Vivendi retained a 20% stake. NBC Universal officially took over as owner of USA and its sibling cable channels (except for Newsworld International) in 2004. That year, USA premiered the sci-fi series ''[[The 4400]]''.

==="Characters Welcome", the "blue sky" era (2005–2016)===
In 2005, USA Network introduced a new logo and associated marketing campaign, "Characters Welcome". The slogan was designed to help emphasize the wide range of programming the network offered, and to help USA Network establish itself more prominently as a brand. The launch of the campaign featured promos themed around the daily lives of characters from the network's programs.<ref name=":0">{{Cite news |url=https://variety.com/2016/tv/news/mr-robot-usa-network-brand-tagline-refresh-1201752745/ |title=USA Network Revamps Brand Image, Tagline for 'Mr. Robot' Era |last=Littleton |first=Cynthia |date=April 14, 2016 |work=Variety |access-date=October 3, 2017 |language=en-US}}</ref> To contrast itself from the "grittier" offerings of other mainstream cable networks, USA Network's original programming during this era was marked by a focus on comedic and "optimistic" action and [[Comedy drama|drama]] series, referred to as a "blue sky" approach. Notable examples of this programming strategy included ''[[Psych]]'' (2006),<ref>{{Cite web|title='Psych' Series Finale: Everyone Gets Their Happy Ending|url=https://www.hollywoodreporter.com/live-feed/psych-finale-shawn-juliet-engaged-gus-moves-san-francisco-691230|access-date=June 28, 2020|website=The Hollywood Reporter|date=March 26, 2014 |language=en}}</ref> ''[[Burn Notice]]'' (2007), and ''[[Royal Pains]]'' (2009).<ref name="wp-endofblue">{{Cite news |url=https://www.washingtonpost.com/news/arts-and-entertainment/wp/2016/07/07/farewell-royal-pains-and-hello-mr-robot-usas-era-of-blue-sky-shows-is-over/ |title=Farewell 'Royal Pains' and hello 'Mr. Robot': USA's era of 'blue-sky shows' is over |first=Emily |last=Yahr |date=July 7, 2016 |newspaper=The Washington Post |access-date=September 27, 2017}}</ref><ref>{{cite magazine |url=https://www.ew.com/article/2009/11/13/usa-networks-secrets-success-0 |title=USA Network's secrets for success |first=Dan |last=Snierson |date=November 13, 2009 |magazine=Entertainment Weekly |access-date=August 8, 2016}}</ref> In October 2005, ''Raw'' returned to USA Network after Viacom did not renew its broadcasting agreement with the WWE.

On May 13, 2007 (in advance of NBC's 2007–08 fall upfronts presentation), NBC Universal announced that new episodes of ''[[Law & Order: Criminal Intent]]'' would be moved to USA Network beginning with the drama's seventh season in the fall of 2007; episodes would then be re-aired later in the season on NBC, most likely to shore up any programming holes created by the cancellation of a failed new series. Although this is not the first time a broadcast series has moved to cable (USA had acquired first-run rights to the revival of ''[[Alfred Hitchcock Presents (1985 TV series)|Alfred Hitchcock Presents]]'' from NBC in [[1987 in television|1987]], while ''[[The Paper Chase (TV series)|The Paper Chase]]'' had moved beforehand from [[CBS]] to [[Showtime (TV network)|Showtime]] in 1983), it marked the first time that a series which moved its first-run episodes from broadcast to cable television would continue to air episodes on a broadcast network while it was still a first-run program.<ref>{{cite web |url=http://nbcumv.com/release_detail.nbc/entertainment-20070513000000-allthree034law.html |title=All Three 'Law & Order'- Branded Series Will Continue On The Networks of NBC Universal |date=May 13, 2007 |website=[[NBCUniversal]]}}{{Dead link|date=December 2009}}</ref> On December 7, 2007, it was announced that USA Network would continue broadcasting first-run episodes of ''Raw'' through at least 2010.<ref>{{cite magazine |url=http://www.broadcastingcable.com/article/CA6510611.html?rssid=193 |title=USA Extends WWE Monday Night Raw Deal |last=Weprin |first=Alex |date=December 7, 2007 |magazine=[[Broadcasting & Cable]] |access-date=November 2, 2019 |url-status=dead |archive-url=https://web.archive.org/web/20080402085638/http://www.broadcastingcable.com/article/CA6510611.html?rssid=193 |archive-date=April 2, 2008}}</ref>

The June 1, 2008, premiere of ''[[In Plain Sight]]'', starring [[Mary McCormack]], was USA's highest-rated series premiere since the 2006 debut of ''Psych'', with 5.3&nbsp;million viewers.<ref>{{cite web |url=http://www.nmfilm.com/article.php?id=1258 |title=Governor Bill Richardson Announces In Plain Sight to be Filmed in New Mexico |website=New Mexico Film Office |access-date=November 2, 2019 |url-status=dead |archive-url=https://web.archive.org/web/20120618161125/http://www.nmfilm.com/article.php?id=1258 |archive-date=June 18, 2012}}</ref> In early 2009, USA Network acquired the network television rights for 24 recent and upcoming [[Universal Pictures]] films, including ''[[Duplicity (2009 film)|Duplicity]]'', ''[[Funny People]]'', ''[[Frost/Nixon (film)|Frost/Nixon]]'', ''[[Land of the Lost (film)|Land of the Lost]]'', ''[[Milk (2008 American film)|Milk]]'', and ''[[State of Play (film)|State of Play]]''.<ref>{{cite news |url=https://variety.com/2009/film/features/usa-universal-sign-200-million-deal-1117999803/ |title=USA, Universal sign $200 million deal |first=Michael |last=Schneider |date=February 8, 2009 |work=Variety |access-date=November 2, 2019}}</ref>

In 2011, control and majority ownership of then-parent [[NBC Universal]] passed from [[General Electric]] to [[Comcast]]. Comcast would buy out GE's remaining ownership in NBCU two years later.<ref>{{cite web |url=https://deadline.com/2013/03/comcast-completes-acquisition-nbcuniversal-457181/ |title=Comcast Completes Acquisition Of GE's 49% Stake In NBCUniversal |last=Lieberman |first=David |date=March 19, 2013 |website=[[Deadline Hollywood]] |access-date=November 2, 2019}}</ref> USA Network was considered the key piece of the NBC-Comcast merger; Wunderlich Securities analyst Matthew Harrigan projected that USA contributed $9.5 billion to NBCUniversal's $44.8 billion value, with NBC contributing only $408&nbsp;million.<ref>{{cite web |url=https://www.hollywoodreporter.com/news/usa-network-jeff-wachtel-chris-mccumber-267696 |title=How USA Co-Presidents Will Move Beyond the 'Blue Skies' Programming (Q&A) |last1=Rose |first1=Lacey |date=November 30, 2011 |work=Hollywood Reporter |access-date=August 8, 2016}}</ref> In 2014, the channel had dropped 18% in viewership and out of first place among the major cable channels. USA has been a key NBCUniversal asset accounting for one-third of advertising revenue for [[NBCUniversal Media Group|NBCUniversal Cable Entertainment Group]] and $1 billion in annual earnings over the past few years.<ref name="lat-serialized">{{cite news |url=https://www.latimes.com/entertainment/envelope/cotown/la-et-ct-usa-network-pivot-2-20141111-story.html |title=USA Network's 'blue skies' programming takes an edgy, serialized turn |last1=Villarreal |first1=Yvonne |date=November 11, 2014 |work=Los Angeles Times |access-date=August 8, 2016}}</ref>

In April 2015, it was announced that ''[[WWE SmackDown]]'' would move to USA from sister network [[Syfy]].<ref name="Weekly">{{cite magazine |url=https://www.ew.com/article/2015/04/07/usa-network-wwe-smackdown |title=WWE SmackDown moves to USA Network |last=Bacle |first=Ariana |date=April 7, 2015 |magazine=[[Entertainment Weekly]] |access-date=April 8, 2015 |archive-date=April 9, 2015 |archive-url=https://web.archive.org/web/20150409030726/http://www.ew.com/article/2015/04/07/usa-network-wwe-smackdown |url-status=dead }}</ref>

===End of the "blue sky" era, expansion of sports coverage (2016–present)===
In April 2016, USA Network unveiled a new branding campaign and slogan, "We the Bold". The campaign was designed to reflect the channel's current focus on "rich, captivating stories about unlikely heroes who defy the status quo, push boundaries and are willing to risk everything for what they believe in".<ref>{{cite web |url=https://deadline.com/2016/04/usa-network-tagline-brand-we-the-bold-mr-robot-1201737705/ |title=USA Network Unveils Revamped Brand Image, Tagline |first=Denise |last=Petski |date=April 14, 2016 |website=Deadline Hollywood |access-date=May 23, 2017}}</ref> USA had quietly discontinued the "Characters Welcome" tagline in the lead-up to the rebranding, whose associated programming shift was led by the premieres of ''[[Mr. Robot]]'' and [[Colony (TV series)|''Colony'']]. ''[[Variety (magazine)|Variety]]'' reported that the new programming strategy was designed to appeal to themes of "authenticity, resiliency, bravery and innovation".<ref name=":0"/> The ''Washington Post'' felt that the re-branding symbolically marked the end of USA's "blue sky" era, as the channel had been increasingly producing more "intense" series with darker themes.<ref name="lat-serialized"/><ref name="wp-endofblue"/> NBCUniversal marketing executive Alexandra Shapiro explained that the "Characters Welcome" campaign and associated programming was reflective of the "weirdly optimistic" mood of the network's key demographic at the time.<ref name=":0"/>

In August 2016, NBCUniversal acquired the television rights to the [[Harry Potter (film series)|''Harry Potter'' film franchise]] from 2018 through 2025, including the main film series and their spin-offs (with the first, ''[[Fantastic Beasts and Where to Find Them (film)|Fantastic Beasts and Where to Find Them]]'', to have its cable premiere in 2019), and other content. On cable, the films are to primarily be aired by USA Network and Syfy, and the deal also includes the ability for Universal Parks & Resorts to offer "exclusive content and events" related to the franchise (Universal Parks had already been involved in ''[[The Wizarding World of Harry Potter]]'' attractions). The deal succeeded one with [[Freeform (TV channel)|Freeform]]; ''[[The Wall Street Journal]]'' reported the deal was valued around $250&nbsp;million over the length of the agreement, making it one of the highest-valued film franchise deals.<ref name="deadline-nbchp">{{cite web |url=https://deadline.com/2016/08/comcast-nbcuniversal-deal-warner-bros-jk-rowling-wizarding-world-1201800057/ |title=NBCU Conjures Deal With Warner Bros For J.K. Rowling's 'Wizarding World' Works |first=David |last=Lieberman |date=August 8, 2016 |website=[[Deadline Hollywood]] |access-date=May 23, 2017}}</ref><ref>{{cite news |url=https://www.nytimes.com/2016/08/09/business/media/harry-potter-films-to-be-shown-on-syfy-and-usa-network.html |title='Harry Potter' Films to Be Shown on Syfy and USA Network |last1=Kobling |first1=John |date=August 8, 2016 |work=The New York Times |access-date=August 8, 2016}}</ref> To launch the new rights, Syfy and USA both aired ''Harry Potter'' [[Marathon (media)|marathons]] over the July 13–15, 2018 weekend, airing all eight films (including directors' cuts of the first six) with limited commercial interruption.<ref>{{Cite news |url=https://www.broadcastingcable.com/news/syfy-usa-plan-harry-potter-wizarding-weekend-july-13-15 |title=Syfy, USA Plan Harry Potter Wizarding Weekend July 13–15 |first=Michael |last=Malone |date=July 9, 2018 |work=Broadcasting & Cable |access-date=October 26, 2018}}</ref>

Amid the growth of streaming services (including NBCUniversal's newly launched [[Peacock (streaming service)|Peacock]]) and the decline of traditional cable television, USA Network began to cut back on scripted programming, in favor of [[Reality television|reality]] shows, [[Event television|television events]] (including scripted [[miniseries]]), and live programming—the latter including [[WWE]] programs and sporting events. In 2020, the network cancelled ''[[Dare Me (TV series)|Dare Me]]'', ''[[The Purge (TV series)|The Purge]]'', ''[[The Sinner (TV series)|The Sinner]]'', and ''[[Treadstone]]''.<ref>{{Cite web|last=Andreeva|first=Nellie|date=May 13, 2020|title='The Purge' & 'Treadstone' Canceled By USA Network Amid Programming Strategy Shift|url=https://deadline.com/2020/05/the-purge-treadstone-canceled-usa-programming-strategy-shift-two-seasons-one-season-1202934081/|access-date=November 19, 2021|website=Deadline}}</ref><ref>{{Cite web|last=Petski|first=Denise|date=April 30, 2020|title='Dare Me' Canceled After One Season At USA Network|url=https://deadline.com/2020/04/dare-me-canceled-after-one-season-usa-network-1202922779/|access-date=November 19, 2021|website=Deadline}}</ref> With the announcement that [[NBCSN]] would shut down on December 31, 2021, it was subsequently revealed that USA and [[Peacock (streaming service)|Peacock]] would collectively assume its remaining sports broadcasts.<ref name="sbj" />

In December 2023, ''Deadline Hollywood'' reported that USA Network was considering a return to original scripted series in the vein of the "blue sky" era, citing the recent resurgence in the popularity of ''[[Suits (American TV series)|Suits]]'' (which concluded in 2019) after the series was acquired by Netflix that year.<ref>{{Cite web|last=Andrfeeva|first=Nellie|date=December 8, 2023|title=Blue Skies Ahead: USA Network Bringing Back Breezy Dramas As It Reenters Original Scripted Series Space|url=https://deadline.com/2023/12/usa-network-blue-sky-scripted-series-1235656853/|access-date=December 11, 2023|website=Deadline}}</ref>

Comcast announced plans in November 2024 to place USA Network and other cable properties into a spinoff company. The move comes amid declines in linear television accelerated by [[cord-cutting]].<ref>{{Cite web|last=Fisher|first=Eric|date=November 20, 2024|title=Comcast’s SpinCo: New Home for USA Network, Golf Channel, Sports Rights |url= https://frontofficesports.com/comcasts-spinco-new-home-for-usa-network-golf-channel-sports-rights/|access-date=May 4, 2025|website=Front Office Sports}}</ref> On May 6, 2025, the spinoff company is later called "Versant".<ref>{{Cite web |last=Weprin |first=Alex |date=2025-05-06 |title=Comcast’s Cable TV Spinoff Now Has a Name: Versant |url=https://www.hollywoodreporter.com/business/business-news/versant-comcast-cable-tv-spinoff-name-1236208909/ |access-date=2025-05-07 |website=The Hollywood Reporter |language=en-US}}</ref>