By James Caldwell, Torch assistant editor

Spike TV has created a new executive position to oversee the development of "non-scripted series". It's part of a potential re-branding effort that could affect TNA in the long-term.

Spike announced on Tuesday they have hired former Discovery Channel VP Chris Rantamaki to the new position. Rantamaki, who was vice president of production at Discovery, has the official responsibility of "overseeing the development of non-scripted series that will further broaden and expand Spike TV's growing audience."

Rantamaki's TV industry credits include overseeing auction-style reality shows that are now everywhere on cable TV, personality-driven reality shows, and talk shows.

Based on this latest development, TV industry experts believe Spike could shift away from their "exclusively male-oriented" programming model to a Discovery/History Channel model running more reality-based programs on personalities, science, technology, travel, etc.

Spike TV hiring Rantamaki, who has a decade of experience in the genre, is a strong signal that Spike expects to move in this direction in order to establish itself as a destination cable TV network.

"You don't hire someone with that much docu-drama experience without certain expectations," one TV industry insider told the Torch.

How it affects TNA remains to be seen as the potential new model unfolds. However, it could signal Spike desiring to move away from being known for "combat sports/male-dominated" programming in order to grab more female viewers and older adult viewers rather than specifically targeting males 18-34 & 18-49.

Caldwell's Analysis: This could be the first step of a complete brand overhaul for Spike once Rantamaki entrenches himself in the network. Right now, it's only speculation that Spike may consider disassociating the network from pro wrestling & MMA programming down the line, but it would not be a shock if that happens, especially when Spike tries to sell advertisers on an anticipated new programming line-up.

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