place, behind WIVB-TV but ahead of WGRZ. Upgrade to high definition On August 13, 2011, beginning with its 6:00 p.m. newscast, WKBW-TV became the first television station in the Buffalo market to begin broadcasting its local newscasts in high definition. The move coincided with WKBW-TV's decision to outsource its master control operations to a company in Atlanta, Georgia; although it resulted in the loss of several Buffalo jobs, the master control outsourcing was far less expensive than attempting to upgrade the existing master control room from standard definition to HD. Rival WGRZ, which had been using a mix of HD graphics and upconverted SD video, announced its intentions to upgrade to true HD in response to this, which it did on October 29, 2011. Market leader WIVB-TV, which originally announced no intention to upgrade to true HD, announced its intentions to upgrade to true HD in response to its two rivals, which it did on February 1, 2012. WKBW-TV's studio cameras are true HD; however, the bulk of the station's news video is produced in 4:3 standard definition, which is then upconverted to a 16:9 aspect ratio. 2010–2013 The early 2010s were a time of upheaval for the WKBW-TV newsroom as Ransom and news director John Di Sciullo, two key leaders, departed the station (Ransom retired, while Di Sciullo left for WBBZ). Ransom's replacement, Michael Nurse, sought to overhaul the relatively undermanned newsroom by increasing the staff and overhauling the morning show. Brought in to host the newly branded Good Morning were out-of-market newcomers Cole Heath and Tiffany Lundberg, with meteorologist and feature reporter Mike Randall held over from the previous staff. However, WIVB-TV strengthened their morning show staff at the same time, undermining any possible gains WKBW-TV may have made with its re-staffing and the morning show lost a third of its audience in the fall of 2013, even with promos for the morning show during Bills preseason coverage (which may have actually backfired, as the ad campaign had portrayed Heath and Lundberg as unable to pronounce the names of towns in the station's coverage area). Scripps takes over (2014–2021) In August 2014, one year after the revamp, Good Morning was canceled, Heath and Lundberg were fired, and Randall was demoted to weekends (at his request, to accommodate his acting career). In its place, a straight Eyewitness News-branded newscast with a particular focus on weather was introduced, featuring Gray