Rebranding the duopoly

Los Angeles, Calif., July 22, 2009 – The largest duopoly in the country, CBS-owned KCBS-TV (CBS 2) and KCAL-TV (KCAL 9), today announced its intention to introduce a new shared brand for the two stations’ combined 64-plus hours of live, local newscasts each week. The announcement was made today by Patrick McClenahan, President & General Manager, CBS 2 and KCAL 9. The new brands CBS 2 NewsCentral and KCAL 9 NewsCentral will debut this fall. “No local broadcast operation in Southern California can offer the combined newsgathering resources that we have at CBS 2 and KCAL 9,” McClenahan said. “While our anchor teams will remain attached to their current newscasts, viewers will be able to count on the combined forces of both stations for an improved and more consistent focus on local news coverage – 11 hours each weekday, beginning at 5 a.m. and continuing to 11:35 p.m.” “At a time when many stations are electing to pool newsgathering resources, we are excited to be combining our own assets to cover Southern California like no one else can.” Additional details regarding CBS 2 NewsCentral and KCAL 9 NewsCentral will be announced later this summer.