Granite's San Fran Station KBWB Rebranded KOFY | Adweek Granite's San Fran Station KBWB Rebranded KOFY | Adweek
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Granite's San Fran Station KBWB Rebranded KOFY

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As part of a major re-branding of its San Francisco independent TV station, Granite Broadcasting Monday (Oct. 13) changed the station call letters from KBWB-TV to KOFY, the station's original call letters. The station will also shift back to its original brand and programming philosophy providing nostalgic, local and syndicated TV programming presented by local personalities.

Ratings have been a challenge for the station, which Granite had at one time tried to sell. It had also tried to affiliate with MyNetworkTV, but that also fell through. Azteca America airs on the station's digital channel.

As part of the new KOFY (pronounced "coffee") brand, the station plans to adopt a wide variety of station viewer promotions such as viewer-selected program schedules, trivia contents, a Town Hall segment and a KOFY Club.

"The key to KOFY TV20/Cable 13's new approach will be to focus on the station strengths of the past - being local and fun, with a modern twist," said Craig Coane, president and general manager for KOFY. "We're going to engage with Bay Area television viewers like no stationhas done for a very long time."

New programming additions include a Retro Night, which debuted in July, with hits like Happy Days, Mork and Mindy, Laverne and Shirley and The Brady Bunch. Local versions of HGTV programming are scheduled to air weekdays.

A partnership with KGO, ABC's owned-and-operated station, will produce a newscast at 9 pm.
A marketing campaign kicks off the new station brand across cable TV, radio, outdoor and online.