Major shift alert! CBS is shaking things up in Los Angeles, and it's all about the branding. Local newscasts on KCBS and KCAL, the CBS-owned stations, are ditching the familiar "KCAL News" name. Get ready for "CBS News Los Angeles" – a move that's part of a bigger strategy across the CBS network. But what does this mean for viewers? Let's dive in!
This rebrand marks the end of "KCAL News," a branding that was introduced back in 2023. At the time, both KCBS and KCAL, rebranded their newscasts under the name “KCAL News”. The goal? To leverage the popularity of the "KCAL" name, which many L.A. viewers already knew and used.
Interestingly, the stations already used "CBS Los Angeles" alongside the KCAL banner, and the same team continues to produce the newscasts. The logo even featured "KCAL" in a box, next to the "CBS Los Angeles" branding. Even in TV listings, you'd see names like "CBS LA at 10 a.m." - a clear sign of the shift.
This "CBS News (City or Region Name)" format started earlier in 2023, following a network-wide rebranding effort. KCBS and KCAL were the exceptions, but even their local streaming channel used the "CBS News Los Angeles" name. In other markets, both the newscasts and the streaming service shared the same name, mirroring how "CBS News" was used for both the division and its streaming service, now known as "CBS News 24/7."
Along with the name change, the stations are updating their graphics to include the "CBS News Los Angeles" logo, featuring the CBS eye. The on-screen bug is now framed with light yellow and blue accents, inspired by the California coastline, which have also been added to other areas of the on-air look. Even the stations themselves are often referred to as "CBS LA" in various contexts.
And this is the part most people miss... While the name and color changes are significant, the overall look of the newscasts remains largely the same. This isn't the first time CBS has allowed local stations to add their own flair. For example, KYW in Philadelphia and KDKA in Pittsburgh use different color schemes, and WBBM in Chicago incorporated elements from the city flag.
So, why the change? Well, it streamlines the branding. While using "KCAL" was a creative way to incorporate both brands, it makes sense to transition away from it, especially since viewers are familiar with both "KCAL" and "CBS Los Angeles." The move also clarifies the distinction between the network news division and its streaming service.
But here's where it gets controversial... Some might argue that CBS went too far with the "CBS News" branding, potentially blurring the lines between different platforms. Executives aimed for unification, but consumers still value differentiated branding. What do you think? Do you prefer the new "CBS News Los Angeles" branding, or did you like the "KCAL News" name better? Share your thoughts in the comments below! And, even with the changes, the independent station continues to operate under the name "KCAL 9."
