News 4 New York

News 4 New York is the brand identifier of WNBC-TV in New York City. It began using this for its news broadcasts on Labor Day, September 1, 1980, and again in March 2008. Prior to this, WNBC used the NewsCenter 4 brand for their newscasts. On September 7, 1995, WNBC was rebranded to NewsChannel 4 until March 2008 when News 4 New York branding returned.

News 4 New York also introduced Live at Five, a local lifestyle-oriented show that was followed by a 6 p.m. half-hour newscast. Live at Five was discontinued in 1991, being replaced by News 4 New York at 5. The format returned in 1993 and was cancelled on Friday, September 7, 2007.

WNBC-TV has used four sets during this period.

In 1980 WNBC-TV introduced their famous control room set, an update of the motif the station used as NewsCenter 4. News 4 New York (concept, graphics, music and marketing) was created by Peter Sang, Director of Advertising and Promotion at WNBC. The editorial and supervision was successfully overseen and refinded by Ron Kershaw, News Director for WNBC. Based in Studio 6B at the NBC Radio City Studios (former home of The Tonight Show Starring Johnny Carson), the set was very large even by today's standards, allowing for more creative shot composition. The set also made creative use of lighting, discarding the basic bright, flat light approach favored by most TV newscasts, in favor of a more evocative look using key lighting. This, accentuated by the fact that the set made extensive use of black, gave the set a warm but unique look. Many consider this set to be one of the best sets used by not just WNBC, but any American newscast.

The set was used for all newscasts but with a unique feature - two desks instead of one. The upstage desk, closer to the backdrop, was used for Live at Five and eventually Today in New York, as well as weekend newscasts, and contained a large interview area to the right, while the small weather center and slide-up chroma-key backdrop was located on the left; the downstage desk was used for the 6 pm and 11 pm newscasts although the anchors frequently used the desk to toss to reporters and the weather and sports anchors.

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