ABC 7 adds ‘First Alert’ to weather front

First AlertAt WLS-Channel 7 they’re not just giving you the weather anymore. Now they’re giving you “ABC 7 First Alert Weather.”

The ABC-owned station this week unveiled the rebranding of weather segments on its newscasts and digital platforms and in a new weather-themed image campaign.

Jerry Taft

Jerry Taft

“As most Chicagoans know, Jerry Taft and the ABC 7 Weather Team have been keeping viewers up to date on the ever changing weather conditions in Chicagoland for decades,” a station spokeswoman said. “By using 'First Alert,' we will continue to reinforce our commitment  to keep viewers informed in the most timely and accurate manner.”

The move follows similar weather branding at WXYZ-TV in Detroit and WTVD-TV in Raleigh-Durham, North Carolina, among other stations.

Last October, ABC 7 returned to branding itself as “Eyewitness News,” the franchise it held from 1969 to 1996. John Idler, president and general manager, called the move "a desire to freshen up the look of the station.”