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NY1 Reportedly Being Rebranded by Time Warner Cable Honchos

Apparently 20 years wasn’t long enough for Time Warner to build a brand at the 24-hour news channel NY1.

The station name and corner-of-the-screen logo may be in doubt, according to the New York Daily News.

The paper says Time Warner Cable market research indicates most viewers are not aware that NY1 is exclusive to TWC customers. The report says NY1 will be rebranded as TWC News in the fall.

Although cable competitor Verizon offers its own FiOS1 newscast, there is no constant “reminder” of the cable company. In addition, News 12 doesn’t hit¬†viewers over the head that it is a Cablevision product.

FishbowlNY attempted to reach a NY1 spokesperson for comment. We also reached out to veteran morning anchor Pat Kiernan, who referred us to his In the Papers segment today. Since the story was on page three of the News, Kiernan didn’t shy away.

“That means deemphasizing the NY1 brand, and putting a Time Warner Cable logo on the screen, probably alongside the NY1 brand,” Kiernan said on the air.

After reading an excerpt of the Daily News’ criticism, Kiernan addressed the matter succinctly.

“Let me say one thing on this, and without trying to pick a side,” Kiernan admitted. “I want to make it clear that this is a branding decision and not a content decision. So whatever happens with the logo in the corner of the screen, we’ll still be here every morning, everybody else will be here. The content will be the same. The logo is less important than the content.”

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