After the deal was completed, FSN sought a new name for the channel, with network officials eventually chose to rebrand it as SportSouth, after coming up with about 60 different suggestions.

Turner South officially relaunched as SportSouth on October 13, 2006, becoming the 15th regional sports network owned as part of Fox Sports Net; the rebrand took place with its first official event broadcast: an NHL game between the Atlanta Thrashers and the Carolina Hurricanes.

On-air promotions for SportSouth included sports figures native to the South such as Steve Spurrier, Bob Hartley, Bo Jackson and Heath Shuler.

Originally, the two networks only shared broadcast rights to Atlanta-based teams, while FSN South exclusively broadcast games from the NBA's Memphis Grizzlies, Major League Baseball's Baltimore Orioles and the NHL's Carolina Hurricanes and Nashville Predators.

However, FSN South and SportSouth gradually began sharing rights to sports events from other teams during the late 2000s.

The Atlanta Braves' relationship with SportSouth and independent station WPCH-TV (channel 17) – which until October 2007, served as the local broadcast version of TBS – intersected in 2011, when sister network Fox Sports South began producing an annual package of Braves games for the station that were not broadcast by the two networks.

On March 1, 2013, Fox Sports South and SportSouth announced that they would acquire the rights to the 45 games, ending the team's contract with WPCH-TV beginning with the 2013 season, marking the first season in 40 years that the team's game telecasts did not air in the Atlanta market on broadcast television.

[16][17] Under the agreement, FanDuel will have the option to take a minority equity stake of up to 5% once Diamond Sports exits bankruptcy.