After a modest two-year run on NBC, the iHeartRadio Music Awards are headed to cable with a multi-year deal at Turner Broadcasting System. Continuing the simulcast trend among sibling cable networks, Turner’s TBS, TNT and truTV will carry a live simulcast of the awards show, which also will be broadcast live on iHeartMediaradio stations nationwide and across TBS, TNT, truTV and iHeartRadio‘s digital platforms.

Turner’s first iHeartRadio Music Awards telecast will be Sunday, April 3, the same weekend as TBS’ coverage of the NCAA Men’s Basketball Final Four and national championship. It will be a challenging cable debut for the music awards show which is set to face the Academy of Country Music Awards — a major CBS franchise with a 50-year history that is coming off a highly rated 2015 edition.

iheartradio music awards logo 2015The deal for iHeartRadio Music Awards comes on the heels of Turner last month picking up another fledgeling music awards show franchise, the Live Nation Music Awards, which will be simulcast on TNT and TBS. (The two networks have been the long-time home of the SAG Awards, also carried live.)

The awards shows are part of Turner’s push into live programming, which also includes the NCAA Tournament and the NBA playoffs.

The iHeartRadio Music Awards launched in 2014 in a partnership with NBC and Clear Channel and Ryan Seacrest. Joining a crowded field of music awards shows on broadcast TV, it got off to a modest start, with the debut telecast logging a 1.7 in adults 18-49 airing on a May Thursday in 2014. The show matched the demo result in its second outing this past March on Sunday night.