Fox Broadcasting Company

Station standardization
During the early 1990s, Fox began having stations branded as "Fox", then the channel number, with the call signs nearby. By the mid-to-late 1990s, the call signs were minimized to be just barely readable to FCC requirements, and the stations were simply known as "Fox", followed by the channel number. (For instance, WNYW in New York City,WTTG in Washington, D.C., and WAGA in Atlanta, Georgia, are referred to as Fox 5.) This marked the start of the trend for other networks to apply such naming schemes, especially at CBS, which uses the CBS Mandate on most of its owned and operated ("O&O") stations.

However, while the traditional "Big Three" do not require their affiliates to have such naming schemes, Fox recommends that all stations use it.[citation needed] (However, there are some exceptions; see below.) All Fox affiliates must have a Fox-approved logo, and most refer to themselves on-air as, for example, "Fox 11".[citation needed] In recent years some affiliates such as WNAC Fox Providence do not include the channel number in the name, and opt instead to use a city/regional descriptor in place of the channel number (e.g. Parkersburg, West Virginia NBC affiliate WTAP employs the moniker Fox Parkersburg rather than Fox 15 on its digital subchannel Fox affiliate). This is because many cable companies assign Fox stations to different channels, often a different channel than it is broadcast over the air, which is especially true for Fox affiliates with a channel over 30; Fox O&O WFLD in Chicago goes by Fox Chicago rather than their channel number of 32.

Some affiliates, such as KTVU in Oakland – San Francisco mix between using Fox (channel number) to promote entertainment programming and another brand for news (like their Channel 2 News). A handful of others, like WSVN in the South Florida area and KHON in Honolulu, Hawaii, do not use the Fox brand at all.

Starting in 2006, more standardization of the O&Os began to take place both on the air and online. All the O&Os began adopting an on-air look more closely aligned with the Fox News Channel. This includes changing the logos of almost all of these stations to have the same red, white and blue rotating box logo. The news music and graphics will eventually be the same on all the O&Os as well.[citation needed] However, WITI in Milwaukee chose to take on the new graphical coloring, but keep their horizontal FOX6 logo relatively similar to their previous version, due to the heavy integration of the former logo into the station's news set.

Taking a cue from News Corporation's recent acquisition of MySpace, many of the Fox O&Os launched new websites that look the same and have similar addresses. For example, MyFoxDC.com takes visitors to the web site of the Fox owned-and-operated station in Washington D.C.