I've mentioned this before in Discord. Over 2 years of market research went into the rebrand. Also, the brand "FOX 46" is and was seen as a joke since FTS botched the relaunch as a FOX affiliate and made the station a complete joke. Secondly, the station has never been taken seriously even in its years as both a UPN and WB affiliate.   Thirdly, Charlotte is an odd market because research has shown viewers are completely turned off by UHF channel numbers, likely because of previous blun