In 1991, WEWS dropped the long-standing "Eyewitness News" branding, adopting "News Channel 5" as a universal branding for newscasts and station promotion. The new branding helped emphasize a format developed by the station the year prior, when WEWS positioned itself as "Cleveland's (Live) 24 Hour NewsSource." Providing news headlines to viewers at times when the station was not carrying regularly scheduled, long-form newscasts, the "24-Hour News Source" concept saw WEWS produce news updates running 30 seconds in length at or near the top of each hour and brief weather updates every half-hour during local commercial break inserts within syndicated and ABC network programs, in addition to the existing half-hourly updates it aired during "Good Morning America". The concept would be adopted by network-affiliated television stations in other markets during the early 1990s, as a convenient means for stations to provide news coverage when syndicated or network programming aired. WEWS discontinued production of these hourly updates in 1998.