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Time Warner Cable Sports' new regional sports networks in Southern California are now live. To support the launch, Time Warner Cable SportsNet and Time Warner Cable Deportes have tapped creative agency Troika to build the brand strategy, identity and advertising campaign to match the exclusive local sports broadcast rights.

The two new RSNs hold exclusive rights to air Los Angeles Lakers, Galaxy, Sparks, and local area high school sports content, with Deportes being the first Spanish-language RSN in the United States.

The networks' positioning will revolve around the tagline "Soul Access," offering high production value graphic elements and custom shot imagery of top Lakers, Galaxy and Sparks athletes.

Troika also delivered the SportsNet logo, custom font, Website design, social media branding, and an original music package. Elements for Deportes were specifically built to bring an authentic sports experience to Southern California's Hispanic community, including customized logos, a distinct promo language and original music.

Time Warner Cable went live on 1 October with the two, which will have a specific focus on the Los Angeles Lakers (just in time for Steve Nash's anticipated debut with the team). Under a 20-year, $4 billion deal the two will gain access to all locally available pre-season, regular season and post-season games, to be broadcast in high definition in English and Spanish. It will also show the games online, with the ability to ask TWC questions on Facebook, share thoughts on Twitter and chat while watching the games live.

"Lakers fans want content about and access to their team seven days a week and we're going to provide that with "Access SportsNet" and "#LakeShow," said Mark Shuken, senior vice president and GM, TWC Sports Regional Networks. "We've created a lineup that gives fans a voice, speaks directly to them and takes them behind-the-curtain as their favorite team kicks off what's sure to be a historic season."

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