After Fox purchased the station, KCOP's late-evening newscast took a more unconventional approach than its network-owned competition, KCBS-TV, KABC-TV and KNBC (channel 4). To appeal to a younger audience, it mainly featured its female news anchors in slightly more revealing, trendy clothing. Its news stories also tend to be much shorter in detail, in a faster-paced format. In addition, it became the first station to emphasize entertainment and trend-setting feature stories as a major part of its format, an idea that attracted a large young demographic. Nevertheless, channel 13's newscasts continually placed fourth in the ratings, as it did when the station was competing at 10 p.m. against KTTV, KTLA and KCAL-TV. However, KCOP's news drew substantially higher ratings among younger viewers, especially young Latinos.