News 4 New York is the brand identifier of WNBC-TV in New York City. It began using this for its news broadcasts in 1971 to 1972, again on Labor Day, September 1, 1980, and again in March 2008. Prior to this, WNBC used the NewsCenter 4 brand for their newscasts. In September 1995, WNBC was rebranded to NewsChannel 4 until March 2008 when News 4 New York branding returned. News 4 New York also introduced Live at Five, a local lifestyle-oriented show that was followed by a 6 p.m. half-hour newscast. Live at Five was discontinued in 1991, being replaced by News 4 at 5. The format returned in 1993 and was cancelled on Friday, September 7, 2007.