In a rebranding effort some Time Warner Cable employees and viewers are fuming about, all 17 of the cable company’s local news operations including YNN (Upstate NY), NY1 (NYC), and News 14 (the Carolinas) will be renamed “Time Warner Cable News” by the end of this year.

The new look will include a studio makeover, new theme music, and a more uniform presentation across all the news broadcasts.

The experiment in creating the cable company’s local news channel began in Rochester, N.Y. in 1990, even before Time Warner Cable as a brand existed. WGRC-TV was launched by Greater Rochester Cablevision that year with a handful of daily newscasts interspersed with off-network syndicated programming. In 1992, WGRC-TV left channel 5 for channel 9 and was rebranded “GRC9News.” When the newly named Time Warner Cable arrived in town, the channel was rebranded yet again as “R News.”

In August 2009, Time Warner changed the name to YNN (Your News Now) Rochester, just one of several YNN channels operating upstate in Buffalo, Rochester, Syracuse, and Albany.

For YNN viewers, it is just one more name change for a news channel that has increasingly shed its veneer of independence from the cable company that lives under the same roof.

NY1 fans are far less sanguine about the change.

“It’s a boneheaded move that will punish a unique, standalone brand like NY1 — by reminding viewers just how corporate TV news has become,” wrote Don Kaplan, the New York Daily News television editor.

“This might be the stupidest media rebranding scheme I’ve ever heard of,” Seth Fletcher, a science writer who lives in Brooklyn, wrote in a Twitter post.

“Time Warner — rebranding NY1 into TWC News might be your dumbest move since merging with AOL,” wrote the band They Might Be Giants.

Time Warner said the change is intended to give the news operation a higher profile and more closely identify it as a cable-only service not available on their biggest competitors, Verizon FiOS and AT&T U-verse.

But critics of the change note most of Time Warner’s local news channels have relentlessly pounded home the channel is only available on Time Warner Cable — never on FiOS, satellite, or U-verse — for years.

At least one observer privately noted the rebranding could be another attempt to cut costs by allowing the news channels to share anchors, reporters, and news content without viewers catching on it isn’t always produced locally. YNN’s network of news channels in upstate New York have already proved this, with certain content produced in Buffalo for viewers in Rochester, Syracuse, and Albany.

Time Warner Cable is also in the process of rebranding its various local and regional sports channels under their new name: Time Warner Cable Sports.

Time Warner Cable customers having a hard time sorting out hard news for infotainment will no longer have to skim channels with Victoria’s Secret news anchors, blowhard political talk masquerading as news, or exploitative voyeurism from Nancy Grace or Greta Van Susteren.

By the end of December, BBC World News will be a part of the digital basic package on most Time Warner Cable systems.

“I’m delighted to see BBC World News coming to Time Warner Cable – this is another important foothold for our global news channel in the highly competitive US market,” said Jim Egan, who represents the news network. “We are really pleased by the growing demand in the US for a global news network which is both non-partisan and non-sensational in approach.  BBC World News is about serious news; with on the ground reporting and analysis from different parts of the world and a mandate to inform and provide a balanced view. We know that audiences around the world value the channel’s distinctive world view and we are pleased that more US viewers now have access to it.”

Time Warner Cable already carries several other international news channels, but none with the prestige of the BBC:

• RT: Russia Today, which has close ties to the Kremlin and Vladimir Putin. It is effectively the television extension of the Voice of Russia World Service (formerly Radio Moscow);
• CNN International: The overseas service of CNN, watched mostly abroad;
• CCTV: Chinese Central Television, a network owned and operated by the Chinese government.

Other news channels not on the lineup:

• France 24: The English language international news channel offering a French perspective on global news with a European focus;
• Deutsche Welle: The Voice of Germany’s international television news and documentary channel;
• NHK World: Japan’s external television news and information channel presented by the country’s largest public broadcaster;
• Al-Jazeera English: The English language service of Qatar-based Al-Jazeera, focusing heavily on news from the developing world and the Middle East.

BBC World News will have grown its reach by over 10 million new homes in 2012 and in total, will reach 25 million full time homes in the U.S. following the Time Warner Cable launches.

YNN provides 24/7 local news coverage on individual channels in Buffalo, Rochester, Syracuse, and Albany.

Time Warner Cable has placed its owned and operated news channels – including YNN, NY1 News, NY1 Noticias, and News 14 Carolina – behind a TV Everywhere pay wall, requiring a video subscription with the cable operator to access anything beyond the latest news headlines:

The expanded video content includes a new web-only weather forecast, plus expanded long-form news interviews and extended on-location footage. In the future, Time Warner Cable TV subscribers will also be able to comment on our articles and receive e-mail alerts for top news stories.

In order to access our full, enhanced site, Time Warner Cable customers must sign in to YNN.com using their Time Warner Cable username and password – the same ID used to access TWC’s online bill pay service, stream TV shows from WatchESPN and HBO GO, access the TWC TV mobile apps, and use Remote DVR manager, Phone Manager and other TWC services.

This ID is free of charge to all TWC TV subscribers, and there is no additional charge for the enhanced website content. However, TWC subscribers with only high-speed data or phone service will need to upgrade to a video subscription to be able to fully access the upgraded site.

Customers can find their current account number on their latest Time Warner Cable paper or online bill. Viewing first requires an online account (available on TWC’s Registration Page by entering your e-mail address and following the registration instructions.)

YNN and other Time Warner Cable news sites used to offer video content for all site visitors. The change is part of Time Warner’s TV Everywhere project, designed to enhance the value of cable television subscriptions by offering accompanying enhanced web content — streamed video, live access, and on-demand video — over the company’s broadband service.

Besides sports, the biggest challenge for cord-cutters is to find access to 24-hour news channels they give up when they cancel pay television service.  While cable news often doesn’t actually spend much time on “news” when breaking stories are few and far-between, when something serious does happen, cord-cutters looking for live coverage can and do miss access to news networks.

But now a New York startup, RadixTV, has a solution for news junkies: Rtv.

Yesterday, the company launched a package of four cable news networks — Bloomberg, CNBC, CNBC World, and MSNBC streamed live 24 hours a day for $14.99 a month.

That’s a steep price for four channels, of which MSNBC is arguably the most important.  The company plans to expand to 10 channels in the future, including CNN, Fox News, and international news networks like BBC World, France 24 and Al Jazeera English that American cable companies routinely ignore.

Kaul

Rtv is pitched primarily to Wall Street — financial firms, brokerages, and investment businesses that want access to continuous business news but don’t need a traditional cable package.  In fact, the package is technically only supposed to be sold to business customers, but anyone can sign up if they say they are stock traders, accountants, investors, etc.

Stop the Cap! sampled Rtv this morning and found the service to work well with our broadband connection, although at times crawling news and stock prices found at the bottom of the screen on some channels seemed less smooth than they could be.  It occasionally was distracting.  MSNBC was the most compelling channel in the lineup, although we’d love to see international news channels even more.  But $15 a month is still a high price to pay.

The company’s CEO, Bhupender Kaul, worked for Time Warner Cable for nearly two decades, and believes the future of cable TV is likely to be Internet-based, with programming sold in niche packages like his.  True a-la-carte may be too unwieldy for providers to pull off, but selling groups of channels together might not.  Still, Kaul seems intent on not aggravating the industry as much as earlier cord-cutting online viewing services, which have all since been sued out of existence.  Local broadcast and general interest programming does not come with Rtv.  While a six figure-salaried Wall Street banker won’t mind $15 a month, you might.

Further reading: In New Web TV Service, A Glimpse of the Future