Viacom's (VIAB) - Get Report SpikeTV station will rebrand itself as Paramount Network early next year, in a move the struggling media company is hoping will allow it to take on rival major U.S. cable networks.

The Paramount Network is going to be a key part of Viacom's pitch to advertisers when it meets with agencies next month, Reuters reports. Spike TV has been struggling since it was launched in 2003, hyped as a network exclusively for men, but failing to catch on with those viewers.

"The level I would say of what we want to do is more of the quality of HBO," Paramount Network President Kevin Kay told Reuters.

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