Stay Updated: Subscribe to NCS for the Latest in Broadcast Technology and Design!

WFTS Rebrands as Tampa Bay 28, Reviving Channel Number in New Identity

Tampa, FL — In a significant shift for local broadcasting, WFTS, the E.W. Scripps-owned ABC affiliate in Tampa-St. Petersburg, has officially rebranded itself as Tampa Bay 28. The change, which took effect on August 18, 2025, marks the station’s return to incorporating its channel number into its name, a move that aims to strengthen its local identity.

For over two decades, WFTS has been known as ABC Action News, a name that has become synonymous with local reporting. However, the new branding reflects a modern approach, featuring a sleek logo that prominently showcases the iconic Sunshine Skyway Bridge. The design employs a fresh color palette, blending traditional blues with vibrant teal hues, signaling a new era for the station.

The rebranding comes with a revamped visual identity, including updated graphics and a new opening sequence that highlights the bridge silhouette. The logo’s layout is carefully crafted, with “Tampa” on the top line, followed by “Bay,” “28,” and the ABC globe dot, creating a visually appealing and cohesive look.

Real imagery of the Sunshine Skyway Bridge will be featured in the station’s new opens, enhancing the connection to the local community. Additionally, a more horizontal version of the logo will be used in certain contexts, showcasing the bridge alongside the station’s name.

WFTS has also transitioned to the “keeper” graphics package developed by Scripps, aligning its visual branding with the new name. While the word “News” is not included in the opening graphics, the broadcasts will still be referred to as “Tampa Bay 28 News,” ensuring viewers recognize the station’s commitment to delivering timely news coverage.

This rebranding is not just a cosmetic change; it reflects a broader trend in the broadcasting industry. As stations move away from traditional names like “Action News” and “Eyewitness News,” there is a growing preference for cleaner, more straightforward branding. The decision to drop “Action News” also means one less station is using the term, which has been losing favor in recent years.

WFTS’s website has been updated to reflect the new branding, with a new domain at tampabay28.com. Social media handles are also being adjusted, and the station is rolling out updates to its apps to align with the new identity. Importantly, the changes will not affect the station’s over-the-air or cable channel assignments, so viewers can continue to access their favorite programming without any disruption.

The rebranding was teased by WFTS anchor Greg Dee on social media the day before the official announcement, generating excitement and speculation among viewers. “Tonight was the last night I’ll ever say ‘ABC Action News.’ Change is coming. Find out more tomorrow at 5pm,” he posted, leading some to mistakenly believe he was leaving the station.

As WFTS embarks on this new chapter as Tampa Bay 28, it aims to strengthen its connection with the community while delivering the high-quality news coverage that viewers have come to expect. With a fresh look and renewed focus, the station is poised to make a lasting impact in the Tampa Bay area.