 The name change took effect six weeks later on its target date of October 5.Fox Sports Networks senior vice president and general manager Jeff Genthner felt that the re-branding of FSN South as Fox Sports South may have caused viewer confusion due to the similar names.Consumer research conducted in the Charlotte, Memphis and Atlanta markets found that viewers were confused about the autonomy of Fox Sports South and SportSouth, the latter network's relation to the Fox Sports regional networks, and perceived that Fox Sports South had better programming.