We got our first real look at Philly numbers in years - it's currently posted in the NYC forum - and while there's a number of interesting takes that can be derived from that the biggest takeaway is 3's numbers.
To put it bluntly, they're awful. Particularly the morning hours, which are a very distant fourth compared to the other three stations (which are very competitive - FOX is just .1 behind WPVI at 6am, and WCAU is not far behind).
I think you have to blow it up at this point. Change anchors, change the approach, change what needs to be changed. Mornings probably have to be fixed first - the 11pm numbers are kind of decent and short of an act of God those WPVI numbers at 5 and 6 are still going to be astronomically high.
I've watched a bit of it and I have to agree - the experiment is a failure. I like some of the ideas, like Summerfest, but it makes no sense to turn the evening and late newscasts into a travelogue or an FYI Philly type show.
Something needs to be done, and quick.