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WPWR-TV will become Fox Chicago plus

As your last sentence confirms, this is a trend with Fox duopolies now and is spilling over into other markets, such as Dallas-Fort Worth.

A variation is now popping up: In L.A., where CBS owns both channels 2 and 9, a new "KCAL+" subchannel launched on 9.6 a couple of weeks ago.
 
Not really shocking to hear that the secondary station is renamed as Plus. This is given that the secondary stations like WPWR, KCOP, WDCA, KICU, WWOR are the places to go to when the primary Fox O&O's pre-empted Fox Programming for Breaking News or Fox Sports coverage of NFL and MLB games.

It is 8 years since Fox introduced Fox+ brand for secondary Fox owned stations like KICU as part of the move by Fox to link KICU directly back to KTVU.
 
Not really shocking to hear that the secondary station is renamed as Plus. This is given that the secondary stations like WPWR, KCOP, WDCA, KICU, WWOR are the places to go to when the primary Fox O&O's pre-empted Fox Programming for Breaking News or Fox Sports coverage of NFL and MLB games.

While that doesn't happen terribly often, it's good justification for the move, especially as television has increasingly taken a page from the radio playbook and downplayed the call letters in favor of a brand name.

Most viewers don't even know the call letters of stations in either medium these days. Nor do they need to.
 
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