Wisconsin station moves up ‘Live at 5,’ rebrands it

WISC-TV, the CBS affiliate in Madison, Wisc., is expanding its 5 p.m. newscast “Live at 5.”

Along with the change in start time on Oct. 26, the station will also rebrand the newscast — wait for it — “Live at 4.”

Doesn’t quite have the same ring to it, does it?

It could be worse, though.

When WBIR-TV, the Tegna NBC affiliate in Knoxville, Tenn., took a similar action, the station used the name “Live at 5 at 4.” That moniker was meant to be temporary and the station held a contest to come up with a new name, but, apparently viewers embraced the name so it stuck.

Back at WISC-TV, the station is promoting the new newscast with an “On the Move” themed promo:

[field name=iframe]

Interestingly, the station will rename its 5 p.m. newscast “News 3 at 5” — apparently desiring to keep the “Live at” name with that broadcast’s anchor team.

Advertisement

The name “Live at 5” was originally coined in the 1980s by WNBC-TV in New York City for a lifestyle and entertainment show. The station used the name for its 5 p.m. newscast until 2007, when the 5 p.m. news was canceled in favor of “Extra.” Even after the station resurrected its 5 p.m. news, the station didn’t bring back the “Live at 5” brand, instead retaining its overall “News 4 New York” for the newscast.

Sign up for NewscastStudio's weekly newsletter.Our weekly newsletter delivers the latest broadcast industry news to your inbox including new debuts, case studies, thought leadership and broadcast gear updates.