[BC] Call Letters

[Rich Wood]

------ At 11:14 PM 3/2/2009, Broadcast List USER wrote: -------

>Anyway, the marketing people, with engineering on the same page,
>don't want to do a THING to alter the branding of CBS-2.  It just
>amazes me.

Why? They've spent large amounts of money to establish the CBS-2 
brand. Not only will they have to start from scratch with set 
redesign, all promos and promotional material will have to be 
redesigned. Even the stationery has to be redone. The news vans, 
helicopters, planes, etc. will provide most of the 2 million jobs the 
stimulus package hopes for. Every unemployed person will take up sign painting.

Rebranding is terribly difficult when everyone in the area has become 
used to CBS-2. We have New Coke on our hands. Since the receiver will 
display whatever we want, it seems smart to continue what we're doing 
until the dust settles and everyone has landed at their final 
destination. At that point decisions can be made about what to do.

In the past, the network O&Os have tried to keep their channels the 
same. CBS O&Os are on 2, ABC on 7 and NBC on 4.

This is going to be a tough one, and very expensive.

Rich