On October 31, 1995, News Corporation, which ten years earlier launched the Fox Broadcasting Company, a general entertainment broadcast network that formed its own sports division in 1994 with the acquisition of the television rights to the National Football Conference of the National Football League, entered into a joint venture with TCI's Liberty Media, acquiring a 50% ownership interest in the company's Prime Sports affiliates. On July 3, 1996, News Corporation and Liberty Media/TCI announced that the Prime Sports networks would be rebranded under the new "Fox Sports Net" brand; the Prime Sports-branded affiliates were officially relaunched as Fox Sports Net on November 1 of that year. That same year, Fox purchased SportSouth from Turner and rebranded that network as Fox Sports South.