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Perhaps due to poor ratings from a narrow target audience, TLC began to explore new avenues starting in the late 1990s, deemphasizing educational material in favor of entertainment."Ready Set Learn", the network's children's program block, was slowly reduced through the years as the network deliberately redirected viewers towards the full-day lineup of children's programming on Discovery Kids.When we first started our business, we knew that by having the expertise, knowledge and passion for developing new features and the knowledge of the industry, we would be well ahead of the curve.More than 10 years later, we’ve become the largest, longest running, most reputable & the most trusted CPA network in the industry.Most of TLC's programming today is geared towards reality-based drama or interests such as home design, emergency room or medical dramas, extreme weather, law enforcement, dating, and human interest programs.On March 27, 2006, the network launched a new look and promotional campaign, dropping the "Life Unscripted" tag and introducing a new theme, "Live and learn", trying to turn around the network's reliance on decorating shows and reality programming.After FNN went into bankruptcy in 1991, the Discovery Channel's owners went into discussions to purchase The Learning Channel.An agreement was made with FNN and Infotech to buy their shares for .75 million.

The Learning Channel continued to focus primarily on instructional and educational programming through much of the 1990s, but began to air shows less focused on education and themed more toward popular consumption and mass marketing; these would be later expanded.

This campaign used humor to appeal to a target audience in their 30s.

In early March 2008, TLC launched a slightly refreshed look and promotional campaign, alongside a new slogan: "Life surprises".

This new slogan came as TLC began to shift even more to personal stories, and away from the once-dominating home improvement shows.

Programs focused on family life became the core of the channel.

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