AMC is developing the Western-themed, nonscripted documentary-style series True West from producer Brett Morgen.

According to Variety, the new series is described as a multigenerational family drama, and follows a group of modern cowboys as they pursue a trade that's quickly vanishing.

The project is still in the early development stage; Morgen is scouting prospective subjects and shooting locations.

AMC has made significant strides toward establishing brand identity over the last several years with critically acclaimed, Emmy-winning original dramas Mad Men and Breaking Bad.

As part of the branding initiative, AMC is recasting its weekly primetime sked: Mondays will be female night, featuring films targeting women; Tuesdays will feature Cinemania, the network's hosted interactive shortform program featuring sponsored trivia and wraps; Wednesdays will be reserved for action films; Thursdays will feature red-carpet coverage of current film openings during feature film presentation breaks; Fridays and Saturdays will feature rotating special-event programming, focusing on holiday themes; and Sundays will remain the domain of original series.