Cable’s Sundance Channel hopes to play up its new spate of TV shows along with its indie-film roots.

Formed in 1996 as a joint venture between Showtime and actor Robert Redford, the network has always been associated with the Sundance Film Festival and the types of movies that appear there. In recent years, however, the cable outlet, now owned by AMC Networks, has developed a noticeable slate of original programming. As such, starting in February, the network will be known as “SundanceTV.”

The name change takes place in the weeks leading up to the February 27 debut of its newest series, “The Red Road.” Later this year, the network will launch l “The Honorable Woman,” starring Maggie Gyllenhaal along with a second season of “Rectify,” a series that has garnered some critical acclaim.

Sundance in 2013 launched a broader slate of original scripted series, including “Rectify,” “The Returned,” and “Top of the Lake.” Actress Elisabeth Moss won a Golden Globe for her performance in the last.

“We have made great strides in the past few years with our original programming and we see this as the perfect moment to mark that shift with a new name and fresh logo,” stated Monica Bloom, SundanceTV’s senior veep of marketing in a prepared statement. “SundanceTV aims to create television that is as remarkable as the best independent films, and this rebrand embodies that position with confidence.”

AMC Networks last April reimagined the marketing effort for its flagship network after it had begun to embrace more reality series in addition to original scripted. The network switched its tagline from “Story Matters Here” to “Something More.”