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KNBC-TV is Now NBC4 Southern California

Although LA’s NBC affiliate did extremely well at this weekend’s Golden Mike Awards, sweeping the Division A newscast categories, it’s not quite as supreme in the local ratings books. Today, as part of some sweeping changes instituted by new president and general manager Steve Carlston, the channel has officially rebranded itself as NBC4 Southern California.

But that’s not all. Per a report in the LA Times by Greg Braxton, there’s also a fancy new $150,000 82-inch in-studio TV screen and other capital improvements:

The station is also beefing up its investigative unit, headed by reporters Joel Grover and Ana Garcia; replaced and upgraded 13 news vehicles in its fleet with HD design; and added two satellite trucks.

Carlston also told Braxton that since he arrived last fall, he has hired three Latino reporters and plans to add more.

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