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WBZ to change its logo to CBS4

CBS is the most-watched television network these days. So it's no surprise that its local affiliate, WBZ-TV (Channel 4), wants to strengthen ties. WBZ is "rebranding" itself CBS4. The station has done some on-air promotions; over the next few months, it plans a slow rollout of a CBS4 logo on trucks, cameras, and other products.


"We will always be WBZ," said Ed Goldman, the station's general manager. "We have a tremendous heritage and history here, and we are not changing who we are."

Still, Goldman said, some viewers have not adjusted to the fact that after 48 years as an NBC affiliate, WBZ is now affiliated with CBS. (It made the switch in 1995.) "A lot of people habitually still hit Channel 7 on Sundays looking for `60 Minutes,' " he said. "I don't think we've done a good enough job cobranding with our network."

Goldman said the effort will not affect WBZ radio (1030 AM) or annual events like the WBZ Children's Hospital telethon.

Jim Thistle, director of the broadcast journalism program at Boston University, said the move should boost WBZ's credibility at a time when the station has struggled in the local news ratings race. "It used to be that the local stations determined viewership for network shows," he said. "If you were number one in the morning locally or in the evening, then that audience would spill over into network programming.

"Now that viewers have so many choices, the local stations are relying on their networks more than ever before."

Globe on NECN

Here's what's happening on "Around the Globe" today on NECN:

* 12:30 p.m.: "Globe at Home" -- Researcher Kathleen Hennrikus suggests books to curl up with during the holidays.

* 4 p.m.: "Around the Globe"

* 6:30 p.m.: "New England Business Day"

* 8 p.m.: "NewsNight" Schedule is subject to change.

Talk of the dial

7 a.m. WBIX-AM (1060) -- "Early Exchange." Guests: Art Kleiner, author, "Who Really Matters: The Core Group Theory of Power, Privilege, and Success," discusses his book, which explores the structure and politics of business.

Other radiohighlights

9 a.m. WCRB-FM (102.5) -- Mozart's Clarinet Concerto; Saint-Saens' Violin Concerto No. 3; Bizet's L'Arlesienne No. 1.

Noon WUMB-FM (91.9) -- "Live at Noon." Guest: The Resophonics perform live after an interview.

4 p.m. WCRB-FM (102.5) -- Holst's Jupiter, the bringer of Jollity; Mozart's Piano rondo in D, Chanukah Suite.

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