L.A. duopoloy rebranding under common name

KCBS-TV, the CBS affiliate serving the Los Angeles market and its sister independent station KCAL-TV, will become known under the “NewsCentral” brand come fall.

The change is an effort to forge a connection between the two properties with viewers and emphasize a combined news team and the depth and experience it brings.

It’s also a welcome idea for those of us who think some duopoloy news branding has become a bit too long and verbose.

It’s interesting to note that CBS is recycling the “NewsCentral” name; it was last used for Sinclair’s ill-fated and now-defunct effort to centralize local news production.

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