• by David Goetzl  @dgoetzl, September 3, 2008

TV Land is looking to drive viewers to its prime-time fare by giving the block a new brand. "TV Land Prime," which runs weeknights from 9 p.m. to midnight, is aimed at adults over 40, part of MTV Networks' efforts to attract more ad dollars in older-oriented categories.

In a recent earnings call, executives at parent Viacom said that with the economy slowing, the company can use TV Land to help bring in added revenues by attracting advertisers in older-skewing categories, such as pharmaceuticals.

TV Land said its target, viewers in their 40s and 50s, is a demo with "unmatched purchasing power." Advertisers have long hungered to reach the 18-to-49 demo, but some networks have made the case that older audiences bring unappreciated advantages.

The network is "a priority and a vital part of the MTV Networks roster," said MTVN CEO Judy McGrath.

The new TV Land lineup launches next month; over time, it will include the second seasons of three original TV Land reality series, along with acquired series. The launch comes as the network alters its logo and goes with a new on-air look.

Season two of "Myths & Legends," which looks to answer lurking pop-culture conundrums, begins Oct. 8. Also, "High School Reunion," where graduates of an Arizona high school gather after 20 years, debuts again in 2009. Also coming is "She's Got the Look," a search for a model in the over-35 set.

The network said it has seven pilots in its pipeline, including a game show and the series "Boomerangers," about young adults who come back from college and live at home.

Acquired series that are part of "Prime" include "Scrubs," "Friends," "That 70s Show" and "Extreme Makeover: Home Edition."