We don't know how long they've been using it, but Raycom Media UPN affiliate WUAB/43 has started using the "My 43" on-air branding, pictured here at the start of tonight's 10 PM edition of "19 Action News".
It's not the first presence of "My 43" at the sister station to CBS affiliate WOIO/19. OMW reported earlier this month that WUAB's website has been replaced by a temporary placeholder for the upcoming "My43.net".
It shows you how much we do not watch WUAB...OMW readers tell us the new branding's been in place for a while now.
But the future Cleveland market affiliate of My Network TV is not alone in abandoning its current network identity in the move to a new one, in the wake of the end of The WB and UPN, and the upcoming start of My Network TV and The CW.
WUPV/65 Richmond VA, that market's UPN affiliate, is now fully branding as "CW Richmond"...it picks up the CW network affiliation in that market. The WB programming in Richmond had been airing on NBC affiliate WWBT/12 in late nights.
One reason for these changes is apparent to those in the TV business - the July ratings book is now over.
As of this writing, Cleveland's incoming CW affiliate, current WB outlet WBNX/55, is still sporting the "Cleveland's WB" logo...