so let me get this straight - If OMNI put up an amazing sign you'd be more likely to watch the station? Despite its programming? As someone whose significant other works behind the scenes at a TV station, I'm pretty sure programming/personalities are the only reason why anyone watches any station. If you watched OMNI before they put up a "dynamic sign" you'll watch it after, likewise vice versa. If you want a great example of how a TV station brand means nothing just look at TV ratings and where stations have ranked over time. It's entirely based on programming, and no sign anywhere is going to make a difference.