Dominic, Doug Adair, Mike Landess, Dave Patterson, Mona Scott, Judd Hambrick, Leon Bibb and Dick Feagler—set designs, and imaging campaigns were tried out, usually with little to no success. Two of the few long-tenured personalities during this time included Joe Mosbrook and Del Donahoo. Both joined WKYC in 1967 (Donahoo from WOW in Omaha) and enjoyed long tenures at the station. Mosbrook retired in 2002, while Donahoo was co-host of Today in Cleveland with Tom Haley until 1997 and a feature reporter (under the "Del's Folks" banner) until 2006. Turning the corner After NBC sold controlling interest in the station to Multimedia, the station tried to rebuild its news operation in the mid-1990s. They attempted this by putting more of an emphasis on local talent and continuity, using the tagline of "We're Building Our Station Around You" (complete with idents suggesting the slogan, by showing a physical logo for the station being sketched out, welded, painted and having the call-letters applied). Channel 3 even set up a telephone feedback hotline—dubbed "Talkback 3"—which was intended to field suggestions and comments from viewers about what they would like to see in the newscasts. Despite the more interactive approach, WKYC did not immediately reap any benefits coming from longtime CBS affiliate WJW's switch to (and eventual purchase by) Fox in 1994. However, ratings for WKYC's newscasts gradually began to improve towards the end of the decade. The station started to finish in first place in assorted time slots and posted some of the highest ratings books in the station's history. In what was a somewhat controversial move, in September 1999, WKYC expanded its 6:00 p.m. newscast to one hour. This aggravated viewers because NBC Nightly News was pushed back from its long standing start time of 6:30 p.m., down to 7:00 p.m. This practice would be modified in July 2000 when Nightly News was moved back to its traditional 6:30 p.m. slot, and the second half-hour was used to start a 7:00 p.m. newscast, which continues to air. WKYC finally became a factor in the Cleveland television news race in 2003, after it had picked up the then brand new Dr. Phil program and placed it in the 5:00 p.m. time slot. This move proved to be very successful since all of the other local major network affiliates were broadcasting news at 5:00 p.m. and this gave viewers an alternative; it also allowed