As the Fall TV season starts to ramp up, many stations are rebranding.

Why?

More than likely because some consultant is trying to justify the money that stations shell out to them.

The latest to get in the rebranding game is KXTV in Sacramento.

The station has been known as "News 10" forever, but is now changing the brand to ABC 10.

This move alone is expected to add 8 ratings points and rocket them to the top of the November book.

OK....maybe not.