It’s not necessarily just that. All of the O&Os are adopting the “CBS (Name of City/Region)” branding convention. Even the few stations in the group that are legitimately in good positions like KCNC, WJZ and WCCO.
It’s 2023. The notion of branding by channel number feels as much of an antiquity as anything in the industry that has been kept afloat because no one thought to challenge matters. Even WJZY, a former Fox O&O in Charlotte, stripped “46” from their branding entirely and go by Queen City News / Fox Charlotte.
With the emergence of SVODs and OTTs, how do you stand out among a crowd of CBS 2s, NBC 4s, ABC 7s and Fox 5s? Try searching for “ABC 7” on Twitter, there is little to tell apart WABC from KABC or WLS. Same logo, Same name.