Free TV Networks, the broadcast-focused joint venture being spearheaded by industry veteran Jonathan Katz, has launched its latest multicast network Dare — although under a different, but familiar, name.

On Monday, Katz affirmed Dare will immediately rebrand to Defy after absorbing the reality-based content library from a similarly-named channel that was recently wound down by the E. W. Scripps Company. This week, Scripps replaced their version of Defy TV with a simulcast of streaming network Ion Plus.

“With an existing large and growing audience, the Defy network features distinctive, compelling, and, above all, entertaining programming that viewers truly can’t get enough of,” Katz said in a statement. “Defy offers value-conscious consumers a differentiated and world-class reality channel delivered for free, over-the-air, with addictive series proven to deliver for advertisers.”

Free TV Networks was launched as a joint venture between Gray Television, Lionsgate and Warner Bros Discovery (WBD). Katz serves as the president and CEO of the venture. He previously launched multicast networks under the Katz Broadcasting moniker, with channels like Laff, Grit and Bounce sold to Scripps several years ago.

Defy — the new one — will air the same slate of reality-based shows, most of which are pulled from a content library owned by A+E Networks. Defy’s programming will be familiar to anyone who watched channels like A&E and History Channel over much of the past decade.

A spokesperson for the venture said the decision to immediately rebrand the network from Dare to Defy came after the company “saw an opportunity to keep the Defy brand on the air for fans of great unscripted programming.”