L.A. ‘NewsCentral’ branding gone after less than five months

Well that didn’t take long.

CBS’s duopoly of KCBS-TV and KCAL-TV in Los Angeles has stopped using the combined moniker “NewsCentral,” just several months after adopting the name in July.

Word is that incoming GM Steve Mauldin, who comes from the CBS O&O duopoly in Dallas, axed the name.

As you many recall, “NewsCentral” was also the name of Sinclair Broadcasting’s ill-fated attempt to centralize news operations that ended in 2006.


Branding, Local News