In an effort to remind you that NY1 is in fact owned by and exclusively available through Time Warner Cable, the telecom company will change the name of the iconic 21-year-old news channel, possibly to TWC News. The station will also “receive an extensive makeover, including new logos, graphics and theme music,” according to the Daily News

“Our news outlets have grown tremendously in recent years,” said Time Warner Cable spokeswoman Amy Summers in a statement. “Our research shows that people who watch our stations, such as NY1, are loyal viewers, yet most people don’t understand their connection to Time Warner Cable. It is for these two reasons that we’re embarking upon a rebranding project that will take the better part of a year.”

It’s understandable that Time Warner Cable would want to hammer home the point that such a beloved institution as NY1 is available only through their service, but to do it this way is just baffling. The news network has a tremendous amount of goodwill going for it and equating the thing New Yorkers love so much with the cable company they hate so much is probably not the smartest move.