I completely agree, and I would certainly hang on to local identities at the top-rated stations if I were running the joint. That said, Wendy McMahon isn’t exactly a stranger to this industry. I imagine that if CBS really is going full-Macy’s, she and the rest of the management team have taken all of this into account.
Local stations in Canada used to identify with channel numbers like their American counterparts. However, as the national networks in that country expanded their footprint, the local stations began identifying by their network, rather than “Channel X.” Even though leading stations like CFCF, CHAN, and CFTO dumped their longtime monikers, they still lead their respective markets, and they also contribute to the success of their networks’ national news operations.
If I had to guess, CBS concluded that at worst, standardizing their stations’ brands won’t change their current ratings positions. Granted, these moves would not be “innovations” or ratings game-changers by any means. KYW, WFOR, and WBBM aren’t going to shoot to first place because of a brand change, and it’s unlikely that KDKA, WCCO, and WJZ will drop to last. However, standardizing station identities could give a relatively weak national news brand (CBS News) a much-needed boost. And besides, with the growth of streaming, people don’t tune in to “Channel X” anymore. They tune to the network.
Will it work? Dumping established identities risks throwing away a station’s legacy, and established local stations usually help boost the national network (see WRAL.) However, if people are tuning into WJZ/KDKA/etc and turning off when the Evening News comes on, that doesn’t really help CBS. I highly doubt it will change anything at all on the local level, but there’s a chance it will improve the reputation and ratings of their national morning and evening news programs. Time will tell.