![]() It’s also a decent way to drive home the fact that KCAL is a CBS property and link it more prominently with the network’s history and successful primetime lineup. ![]() ![]() That said, there’s no rule that says independent stations can’t show graphics or references to a network, especially given that the network owns both stations. The CBS eye also shows up on the station’s new mic flags, where it’s featured boldly on two sides of the cubes - with “KCAL News” appearing on the other two. There are multiple cases where the CBS brand pops up on KCAL even though it’s not a CBS station - including it many elements of the graphics package and references to the domain. The graphics’ prominent use of CBS eye elements still makes that part of the station’s identity clear. It wouldn’t be outside the realm of possibilities for KCBS to insert different graphics or bugs during its KCAL simulcasts to keep the “CBS 2 News” branding on that feed.Īlthough the station didn’t take this route, it would, in theory, likely require on-air personalities not to mention “KCAL News” or “CBS 2 News” verbally, which would require using a generic term that wouldn’t mention either station name - such as a tag of “reporting live for ‘Mornings’.”ĭespite not going full-in on different graphics or bugs, the graphics do rotate between the KCAL News and CBS News Los Angeles logotypes in the prominent corner space in the lower left corner of the screen. If you consider KCAL as a brand rather than call letters its use becomes similar to stations that use “Action News” or “Eyewitness News.”ĬBS 2 News, meanwhile, has delivered mixed performance in recent years (though it did post growth in the November 2022 sweeps), another reason management appears to be leaning on the KCAL name more. There’s also the advantage that the calls refer to the “Cal,” a common shorthand for the state’s name, meaning that it brings that reference to KCBS’s newscasts. It’s essentially become a word of its own (granted, it’s a made-up word). In some ways, it’s probably worth noting that KCAL has become more than just four letters for the station and many viewers. To further drive home its dedication to the new branding, on-air talent are now identified as working for “KCAL News” instead of CBS 2 or another variation of that name.Īlthough KCAL and KCBS don’t go head-to-head with competing local newscasts, KCAL has managed to slide to the top of the ratings when it competes against CW affiliate KTLA and Fox-owned KTTV in various slots. One of the main reasons is that KCAL, which was already airing three hours of primetime news from 8 to 11 p.m., has a name that’s in the minds of many Los Angeles residents - past and present.ĬBS executives told NewscastStudio that research showed consumers associated the KCAL name with breaking news coverage - so it wanted to leverage that in its new brand strategy by giving KCAL’s name first billing in the new branding. It may seem odd - and perhaps a bit confusing - that an independent station’s calls are becoming the branding for the network’s second-largest owned station, but the move could actually prove to be a clever move by the station.
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