WCCO television and radio websites now "CBS Minnesota"

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Talk about your bold rebranding. The websites for WCCO television and radio have been combined and subsumed into a brand new expression of corporate identity: "CBS Minnesota."

Good bye, Good Neighbor online? The site rolled out today, along with a new address: minnesota.cbslocal.com.

It's part of a nationwide initiative from CBS Television, which owns 28 stations in all. In Boston, WBZ-TV and WBZ radio are now part of CBS Boston, for example. Out West, two CBS television stations and radio stations have now been rolled into CBS Los Angeles. Same design template. Same color palette. Same general user experience.

Gathering the two broadcast operations together under one website brand likely makes a lot of business sense. But we're curious to see what the audience reaction is to that new, very corporate identity, " CBS Minnesota."

It's not the only big change for WCCO this month. On Nov. 22, Don Shelby will close out his career with the station, handing over his anchor duties to Frank Vascellaro.

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