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New CBS O&O Look Coming Soon?


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40 minutes ago, Ryan said:

And to let you all know who are fans of KDKA TV. This morning they used the new remodeled news room for this story. Could KDKA be next? https://youtu.be/jMWLFdxQALA

Eventually. Question is when? Will be interesting once they launch the new look, given this preview in the background with the black/gold look... 

SmartSelect_20230223_171020.jpg

Edited by MyNewsArchive
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13 hours ago, MyNewsArchive said:

Eventually. Question is when? Will be interesting once they launch the new look, given this preview in the background with the black/gold look... 

SmartSelect_20230223_171020.jpg

I really don’t think that in-house look (which is incredibly chintzy) is apropos of anything.

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2 hours ago, ABC 7 Denver said:

 

And yet this somehow looks much better.

 

image.png.15aa5d7e956f7ca5cfbfdedc5e725c31.png

Because, as @Weetersexplained, the “KCAL” box is the only box meant to be a brand that could kinda-sorta last in the long term. So that streaming bug accommodates both brands and will do so OTA very soon. The “CBS 11” box is blatantly temporary and once it’s dumped, they’ll adjust the proportions.

 

THE. CBS. 11. BOX. IS. GOING. AWAY. VERY. SOON. CHANNEL. NUMBERS. ARE. BEING. PHASED. OUT.

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On 2/23/2023 at 5:32 PM, Ryan said:

And to let you all know who are fans of KDKA TV. This morning they were in the new remodeled news room for this story. Could KDKA be next? https://youtu.be/jMWLFdxQALA


Just a quick adjunct to this -- but do they not have prompters in that newsroom? The dude's reading a story off his phone like he's in the field. Bad look all around. 

Screenshot 2023-02-24 at 8.38.46 PM.png

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On 2/20/2023 at 11:31 AM, CircleWXYZ said:

So far we have

 

CBS Los Angeles

KPIX/CBS Bay Area

CBS Detroit 

CBS Texas

 

i wonder what’s next.

 

Wait, I thought they were referring to the stations as "CBS News ANYTOWN" at all times, even outside of newscasts. 

 

Otherwise "CBS News Detroit" during newscasts and "CBS Detroit" during regular programming works fine.

 

Hopefully they drop the "Afternoon Edition at 5/6" branding. It's too wordy. Try CBS News Texas at 6 or CBS Evening News: Texas. Something less clunkly. 

Edited by iron_lion
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At KYW Philadelphia - RIP Eyewitness News!

The birth station of the format that became widespread across America (including four other CBS O&Os that are former Group W stations) gave up EWN, and now, CBS News Philadelphia is taking its place. This is the second time KYW ditched the Eyewitness News name. The first time was from 1991 until 1998. After a seven-year ditch, KYW brought it back, only to be dumped again this year 25 years later. Probably the LAST CBS O&O and former Group W/Westinghouse station to dump the EWN brand.
 

 

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18 hours ago, Myron Falwell said:

Because, as @Weetersexplained, the “KCAL” box is the only box meant to be a brand that could kinda-sorta last in the long term. So that streaming bug accommodates both brands and will do so OTA very soon. The “CBS 11” box is blatantly temporary and once it’s dumped, they’ll adjust the proportions.

 

THE. CBS. 11. BOX. IS. GOING. AWAY. VERY. SOON. CHANNEL. NUMBERS. ARE. BEING. PHASED. OUT.

 

That's not an excuse for the size of the logo. WAS. MY. POINT.

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14 hours ago, iron_lion said:

Wait, I thought they were referring to the stations as "CBS News ANYTOWN" at all times, even outside of newscasts. 

 

Otherwise "CBS News Detroit" during newscasts and "CBS Detroit" during regular programming works fine.

 

 

I believe KCAL is the only station that brands themselves as 'KCAL News' at all times, even outside of newscasts.

 

Also, this is a 'must read' for anyone interested in understanding the mindset behind this graphics rollout and the grand scheme, if you will, that dates back to Fall 2020.

 

Exclusive: Inside the rebranding of CBS-owned local stations

 

I hope reading this will put an end to all the what ifs and whatnot that has plagued this thread recently.

 

A couple of highlights....

 

'KPIX, serving the San Francisco Bay Area, launched the new branding and design in late December, formally becoming CBS News Bay Area. Los Angeles duopoly KCBS/KCAL and WWJ in Detroit will follow, ahead of a wider rollout this spring for remaining stations in the group.'

 

'Viewers will notice the removal of station numbers from logos and bugs with an emphasis on location. McMahon notes, however, that the overall rebranding is very much a market-by-market approach heavily guided by market-level research and data... In some markets, viewers may see channel numbers remain while in others – such as at KPIX in San Francisco – stations will lean into call letters as the primary moniker alongside the location name.' 

 

'[Wendy] McMahon [president and co-head of CBS News and Stations] notes that each market is different and the knowledge, brand and history for each owned station will influence its final brand positioning and on-air design.

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5 hours ago, jase said:

 

I believe KCAL is the only station that brands themselves as 'KCAL News' at all times, even outside of newscasts.

 

Also, this is a 'must read' for anyone interested in understanding the mindset behind this graphics rollout and the grand scheme, if you will, that dates back to Fall 2020.

 

Exclusive: Inside the rebranding of CBS-owned local stations

 

I hope reading this will put an end to all the what ifs and whatnot that has plagued this thread recently.

 

A couple of highlights....

 

'KPIX, serving the San Francisco Bay Area, launched the new branding and design in late December, formally becoming CBS News Bay Area. Los Angeles duopoly KCBS/KCAL and WWJ in Detroit will follow, ahead of a wider rollout this spring for remaining stations in the group.'

 

'Viewers will notice the removal of station numbers from logos and bugs with an emphasis on location. McMahon notes, however, that the overall rebranding is very much a market-by-market approach heavily guided by market-level research and data... In some markets, viewers may see channel numbers remain while in others – such as at KPIX in San Francisco – stations will lean into call letters as the primary moniker alongside the location name.' 

 

'[Wendy] McMahon [president and co-head of CBS News and Stations] notes that each market is different and the knowledge, brand and history for each owned station will influence its final brand positioning and on-air design.


This is textbook Wendy McMahon if you recall the branding shifts at WCCO and WBZ in the mid to late 2000s, both of which were places where she was the head of creative services. The WBZ brand of that time is a great example — she brought the call letters back, but the CBS eye became more prominent in a lot of branding elements.

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As stated previously, with the rebrand, stations can opt-in with keeping their channel logos as a symbol, or switch to call letters due to research and viewership feedback. 

 

Therefore as CBS Texas debuted last week, they've kept the channel logo as a symbol. 

 

“Based on that research and a little bit of gut we know that’s something that resonates. I think it was a no-brainer that while you’re trying to make a position around CBS New Texas, that it remained.”

 

https://www.The Other Site.com/2023/02/28/cbs-news-texas-rebranding-ktvt/

Edited by NewEgg00
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The Website That Shall Not Be Named did an interview with KTVT’s GM.

 

Quote

Keeping the Lone Star

“The 11 [logo] has a lot of equity in this market,” said Amparo, with the current 11 logo design dating to 2004. But the brand equity around the 11 was formed well before through promo campaigns such as “Channel 11, The Super Ones” in the 1980s.

“For me, it was protecting the star that lives within the two ones. If you do think of an icon that represents this state, whether you’re a Texan or not… that star really stands out for who we are and the pride that we feel every day,” said Amparo.

“The star is certainly the closest that we have to an actual logo across the group,” said Casey Kespohl, SVP of brand Strategy and development for CBS News and Stations. “There’s something besides a number or four letters… It’s a visual icon to represent something.”

“Based on that research and a little bit of gut we know that’s something that resonates,” added Kespohl. “I think it was a no-brainer that while you’re trying to make a position around CBS New Texas, that it remained.” 

Sister station KTXA, which brands as TXA 21, is also expected to see changes in the future as the identity of the channel is reviewed and honed.

 

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KXTA is getting a rebrand? That’ll be interesting.

 

Also the comment about “the star (in KTVT’s logo) is certainly the closest that we have to a logo across the group” by CBS’s VP for brand strategy and development… and it’s being RETIRED… that should really tell you something.

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I think stations like KDKA and WJZ will try to fight being rebranded as CBS Pittsburgh/CBS Baltimore but both will lose that battle.  If KDKA was unable to keep the Westinghouse era ‘2’, than you know they will be called  CBS Pittsburgh/CBS News Pittsburgh.

Edited by CircleWXYZ
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9 minutes ago, CircleWXYZ said:

I think stations like KDKA and WJW will try to fight being rebranded as CBS Pittsburgh/CBS Baltimore but both will lose that battle.  If KDKA was unable to keep the Westinghouse era ‘2’, than you know they will be calling CBS Pittsburgh/CBS News Pittsburgh.

 

WJZ, not WJW, and KDKA hasn't used the Westinghouse 2 in 20 years.

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1 hour ago, CircleWXYZ said:

I think stations like KDKA and WJW will try to fight being rebranded as CBS Pittsburgh/CBS Baltimore but both will lose that battle.  If KDKA was unable to keep the Westinghouse era ‘2’, than you know they will be calling CBS Pittsburgh/CBS News Pittsburgh.


Consider the fact that KPIX is branding by their calls outside of news hours. No reason why KDKA and WJZ couldn’t.

Edited by Georgie56
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28 minutes ago, lanman said:

On KDKA's "KDKA 2.0" special last night, Wendy McMahon emphasized the brand equity of the call letters, so hopefully that means they're not going anywhere.

It’s a brand that is shared with a now-unrelated AM station that created a PR nightmare for channel 2 when Wendy Bell was flapping her gums. “KDKA” became a liability then and it will when one of the other talkers on the AM station says something incredibly stupid and inflammatory.

 

14 minutes ago, Georgie56 said:


Consider the fact that KPIX is branding by their calls outside of news hours. No reason why KDKA and WJZ couldn’t.

KPIX didn’t have a radio station sharing the callsign. That’s really why they kept the KPIX name for now. (WJZ will assuredly be doing the same as WJZ-FM doesn’t use the calls in their branding, but just have the equally boring black box logo.)

Edited by Myron Falwell
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