On March 5, 2013, CNBC rebranded its primetime lineup once again as "CNBC Prime", a move first announced on January 7 of the same year. Hoping to attract a more mainstream audience, the "Prime" block introduced business-themed reality series to the lineup with the series premieres of "The Car Chasers" and "Treasure Detectives". CNBC planned to launch at least eight new series through the "Prime" block throughout 2013. Among the original reality programs airing on CNBC Prime include "American Greed", "Restaurant Startup", "Blue Collar Millionaires", "Jay Leno's Garage", "The Profit", "West Texas Investors Club", and "Secret Lives of the Super Rich".