This one is a bit sad for me….

I grew up watching the news of WKBW in Buffalo and listened as the legendary iconic Anchor Irv Weinstein gave the viewers “Eyewitness News.”

When the calendared rolled over to 2022, the Eyewitness News brand died at WKBW.

The Scripps station decided to ditch the brand and move on.

WKBW GM Mark Jaromin told the Buffalo News why they erased Eyewitness News from the one-time powerhouse station.

“Our rebrand reflects where WNY news consumers are today,” wrote Jaromin. " ‘Eyewitness’ " was born decades ago when local stations were the real-time eyes of the community. Now, in our impressions-based world of cellphones, streaming apps, connected TVs and social media our engagement is much more than traditional newscasts. Our content and rebranding strategy is research-based and reflects the latest forward-leaning news consumer trends.”

Does anyone really talk like that in real life?

There was a point and time when WKBW put on one of the highest rated newscasts in the entire country.

But, Granite came in and flew the station straight into the ground. It has never recovered.

Scripps has owned the station for a handful of years, but they still have not been able to pull the station out of last place.

They are hoping that a rebrand and the erasing of Eyewitness News will help them do just that.

It is their “forward-leaning news trend.”