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The anchors are opening all newscasts with, “thanks for watching WCCO (or WCCO News), streaming on CBS News Minnesota”. The opens and most graphics show “WCCO News” fairly prominently. In fact, the only thing that has definitively disappeared is the “4”. The intriguing part is that, aside from the color scheme, KYW still rebranded themselves in line with the majority of the O&Os. The “3” is only there as a visual and marketing tool; all on-air references to “CBS 3” or “channel 3”, especially from a verbal standpoint, are gone anyway. And this came about with as many as 40–50 KYW staffers helping with this rebrand! If channel numbers mattered to them (and they work there, so they’d know), wouldn’t there be more to the “3” we’re seeing right now? KYW managed to pull off a rare feat. They adopted virtually all of the new CBS O&O branding conventions and yet are now looking like more of a “Philly station” than they have ever been, certainly since the CBS takeover.

People who are 40 and older will always know the station Channel number regardless if digital age, 3D or an AI technology. I get the younger audience have a different perception , because they grew up in a different era of television. Some didn't grow up in some would call "golden age of tv" where there was only {3} networks. However, especially older viewers who been around for a long time. The Boomers will always know that station as such...

This was done for technical reasons to prevent co-channel interference on cable systems between the cable frequency and over-the-air frequency. It's not that it was irrelevant, but for overall picture quality.

Not only that, but it seems in general people don't refer to KDKA as Channel 2, yet Channel 4 and Channel 11 are commonplace references for WTAE and WPXI, respectively.

I don't see the harm in allowing the stations to add their own unique twists/elements to this graphics package. KYW's new look is awesome and creates the [distinctive] look that they wanted. The same can be said of the other CBS O&Os. CBS could have easily laid down the hammer and mandated every station look and sound the same. They did not do that and that, in and of itself, should be celebrated. I had previously said CBS was 'placating' each station, but now that i think about it...I was wrong to see it that way. The fact is [and regardless of the industry], when you allow people to have a say in something..the greater likelihood they will do all that they can to help the company, organization, etc... succeed. People, at each station, advocated for certain things (however big or small) and CBS listened. How often does that happen??? At the end of the day, I rather they take some risks and think 'outside the box.' The bones of the package are still there. Allowing for different colors, etc.. doesn't change that.

I'm looking forward on seeing what WBBM has in store for their rebranding. I did think, a few days ago, what if WBBM rebrands the newscasts as WBBM News, streaming on CBS News Chicago, like BZ and CCO are doing? It would give a fresh opportunity to reintroduce the brand to the viewers while moving forward.

They kept their old, dated look for far too long solely because of their longtime GM Jay Newman, and I wouldn’t be surprised if he refused to work with Dunn and Friend on much of anything. As soon as Newman retired, they got a new set and everything.

Exactly what is the brandng? WCCO News, CBS News Minnesota, WCCO News on CBS Minnesota? Go the KYW route and simplify it. "4" in the black box, "CBS News Minnesota" in the blue box. Maybe WCCO is like KCAL or PIX where the call sign is famously known otherwise referencing them isn't necessary. Fair points. IMO channel numbers should referenced in some way so people can quickly find the station on their tv. Most people probably say Channel 3 anyway instead of CBS Philly or KWY.

The current GM of WJZ, Kathy Hostetter (former news director of KDKA), knows what she’s doing. And the former GM of WJZ (from 2017 until last year), Audra Swain knew what she was doing.

I understand that. I’m just making the point that at least in this market, the channel numbers themselves didn’t represent the actual channel branding.

I *speculate* they'll let Chuck make 50 years or break the longest running anchor in America record. NBC then might buy him out, or he might opt to retire after achieving one of those. Ether way, no rush, he should stay as long as he can.

In Pittsburgh, on the largest cable provider (Comcast), the channel number branding has never aligned with the actual channel numbers on tv. For example, KDKA2 was channel 6, WTAE4 was channel 8, and WPXI11 was channel 12. And when HD came along, those stations are now on channel 8xx. Not to mention on streaming (the major focus), channel numbers are 100% irrelevant.

Channel references really don’t matter anymore in this digital age. This why stations like KDKA, WBZ, WCCO, KCBS, KCNC, and WWJ are all doing away with them. Don’t be shocked if WBBM soon follows suit.

I'm confused by that KYW look. Why bring back a throwback logo that few people probably remember? It seems counterproductive to what I thought was CBS's ultimate goal of unifying all the stations' branding and eventually de-emphasizing channel numbers. Yes, I know they want to have local elements in there too, but this just feels like it's going in the opposite direction. Also, why let stations pick their own colors? The whole point of standardizing graphics equipment on Chyron Axis is that you can roll out different animations and monitor graphics for all kinds of news topics really quickly to all the stations. Other station groups have done this for years. Stations like KYW and KDKA with one-off looks are going to perpetually have a mismatched look or will not be able to benefit from the resources of hubbed graphics.

I’m aware. I fit into one of those categories.

I’m glad you said *almost* feel bad for the anchors. Doctors, teachers, etc. stand for 8-12 hours a day and don’t get paid millions of dollars to do so.

Okay this is actually really cool, custom M&Ms made for KYW that also include "Philly Proud". Whoever is in their promotions department is a genius.

I don't think this was mentioned- but one of the reporters seemed to have a CBS 3 pin. (upside down) - maybe will become a standard for all on-air personalities?

And here you go

KYW has the colors of Philadelphia Eagles KDKA has the colors of the Steelers WBBM with the Bears colors Looks like the CBS is having its O&Os try NFL team color schemes. Got a feeling that KCNC will be on the list, and they'll be using Broncos-colored CBS graphics for KCNC

They'll never admit to the trades, "we went with a logo that hadn't seen the light of day since NBC was thrown back to Cleveland in 1965" because it would be insane to say. BUT it's pretty clear they looked long and hard at the station's history, saw that "3" and felt it would be better than the Westinghouse font or that Helvetica "3"... they went with the throwback on purpose.

I'm looking at Logopedia, and the new '3' that KYW is using looks to be a redrawn version of the '3' used from 1963-1965 when KYW was still WRCV (and affiliated with NBC).

Exactly what I was referring to earlier. I was actually a big fan of this look and the direction it was going. It tied in nicely with the network's "More Colorful" promo campaign. Also the stations DID have the option to retain their channel number branding. As you can see WNBC was to stay NBC 4 New York, WCAU was to rebrand to NBC 10 Philadelphia, KNSD eventually became NBC 7 San Diego after being just NBC San Diego when they launched the look. But yes NBC was WAY ahead of its time given the blow back they got from most of the O&Os when this was coming down the pike.

And in Chicago flag colors... Was NBC ahead of its time? I kind of hope so, honestly.

WOWO radio in Fort Wayne still uses it nearly 40 years after Westinghouse sold off that station. And once WJZ drops it, WOWO will be the only one left.