It wasn't that long ago when 3TV was christened "The Place with More Fluff". Nowadays I think that describes 10, of all stations. 5 is fairly middle of the road with an emphasis on franchise reporting, 12 is a little sugary sweet (not fluffy, sugary sweet...Lin Sue Cooney doesn't help), and 15 is a KPHO wannabe that's put a lot of hype into their local news.
John and especially Kari love to comment on news, not many long-running reporters (particularly in the past year), and Dave Munsey is nice but aging. Not to mention their frequent chyron errors and awkward graphics. They're fairly strong on sports (Jude la Cava is a big help), and their weekend team is a mixed bag (as long as she's been around, Linda Williams should be anchoring weeknights, but Kristy Siefkin isn't so good).
Compare that to 3TV. Straightforward newscast. Royal Norman is probably better than Dave. OK on sports—much better at high school than 10 (to which there are pretty much no resources devoted unless it's something they'd be covering as news) but a little drier than 10 at times. Anchors can be dry, but Fields Moseley is a big piece of the puzzle, and if Patti goes, hiring a solid female anchor will help (Carey's good but shouldn't be doing every hour). Improving product, better reporters, and news coverage instead of news commentary.
I think it might be appropriate to say that 3 is the best kept secret in town.