Herald: Ch 4 going back to "WBZ" brand

[Donna Halper]

Amazing but true-- people know who you are by your NAME and if you 
use a generic when you have a heritage identity, it just confuses 
people.  I never understood why WBZ changed over to CBS4-- I mean, 
nothing wrong with the CBS calls, but the station is a Boston 
institution-- first TV station in Boston (we had a mechanical TV 
station back in 1928, but I mean the first of the electronic 
stations) and a largely positive reputation.  Why they agreed to go 
generic made no sense.  WBZ radio (September 1921) and WBZ TV (June 
1948) are one of the rare cases of using the same call letters since 
the day they first went on the air.  I never understood why they 
changed their branding on the TV side, and I am glad they are going 
back to being who they always were.