In 2004, the station dropped its twenty-year slogan of "On Your Side" and started describing their news as "Balanced. Fair. Accurate," which was inspired by Fox News' "Fair and Balanced" slogan. It was also in 2004 that the station introduced a 4 p.m. newscast to the Baton Rouge market after the cancellation of Donny Osmond's version of "Pyramid". Today, WBRZ refers to itself as "News 2" with the slogan "Turn to Us" and has revived "On Your Side" for special interest stories.