last to drop the NewsCenter moniker, rebranding to News 4 LA in July 1982 as the station also launched a new hour newscast at 4:00 p.m. The branding changed once more to Channel 4 News in August 1985. While KNBC became known on-air as NBC 4 in 1995, the Channel 4 News branding was so well established in Southern California that the title was retained for 26 years until 2011, when it became NBC 4 News. For most of the last 30 years, KNBC has waged a spirited battle with KABC-TV for the top-rated local newscast in Southern California, becoming a three-way race with KCBS-TV's ratings resurgence in 2006. Throughout the late 1980s and into the early 2000s, KNBC's newscasts were the most-watched in the region, beating out every other station viewership-wise, which coincided with NBC's overall ratings at the time. Channel 4's 11 p.m. newscast currently sits in the first place (adults 25–54) and has been for nine months straight; most of the station's other newscasts, including its once-popular morning news program, Today in L.A., the area's first local morning newscast (which debuted in 1986), now is battling for second place. For many years, KNBC produced a late afternoon newscast at 4 p.m., which was dropped in 2002, in favor of Dr. Phil (that program moved to KCBS-TV in 2004, and was replaced by The Ellen DeGeneres Show through the end of the show's run in 2022). The station also had an hour-long 11 a.m. newscast, which later was trimmed to a half-hour before ultimately being canceled at the start of the 2010 Winter Olympics. The station revived its midday newscast as a half-hour program at noon in early 2012, which expanded to one hour that September. KNBC became the fifth station in the Los Angeles market to begin broadcasting its local newscasts in high definition on July 14, 2008 (Spanish-language sister station KVEA and former sister KWHY-TV also converted their newscasts to HD at the same time). On December 6, 2011, KNBC entered into a partnership with public radio station KPCC as part of a larger effort by NBCUniversal to partner with non-profit news organizations following its acquisition by Comcast. In 2006, KNBC launched a local news channel on digital channel 4.4 called News Raw, that provided hourly news updates, additional information on breaking news stories, and previewed news stories scheduled to air on the main channel's newscasts.