(Reuters) -Comcast's ( CMCSA ) NBCUniversal will launch NBC Sports Network, or NBCSN cable channel, on November 17, the company said on Thursday, ahead of its planned spin-off of most of the cable networks.

Many sports fans still rely on traditional cable TV for the shared experience at scheduled times, even as the media industry is grappling with consumers shifting to streaming platforms.

This new launch reinforces NBCUniversal's linear strategy, as the company aims to tap entrenched pay-TV audiences and expand sports content distribution.

Comcast ( CMCSA ) is in the process of spinning off its NBCUniversal cable channels, including USA Network and CNBC, into a new company called Versant early next year.

The previous iteration of NBCSN was shut down in 2021.

The new launch, first announced last month in a long-term distribution agreement between NBCUniversal and YouTube TV, follows negotiations to keep NBC shows like "Sunday Night Football" on the platform.

NBCSN's 24/7 programming slate will include major leagues and events such as the National Basketball Association games, Premier League soccer matches and the Olympic sports.

The company said the new channel will launch first for all YouTube TV subscribers and soon on Comcast's ( CMCSA ) Xfinity platform.