newscasts began focusing on Bay Area affairs. The station added on a San Francisco bureau and studio in a facility on Battery Street in San Francisco. During the 2004 Summer Olympics, the station heavily promoted channel 11 through its "illuminating" marketing campaign (stylized as "I11uminating," with the number "11" used in place of the "L" letters). New studios and transmitter In 2004, NBC converted a vacant office space in northern San Jose into a state-of-the-art, all-digital facility for KNTV and KSTS. On December 13 of that year, KNTV moved from its original studios on Park Avenue to the new location. As part of a company-wide environmental initiative (known today as "Green is Universal"), the facility is entirely powered by wind energy. Following its acquisition by NBC, KNTV continued to broadcast from its longtime transmitter location on the summit of Loma Prieta (located between San Jose and Santa Cruz), but did not increase its power to improve signal coverage in San Francisco and Oakland; as a result, the signal could not be seen over the air in much of the Bay Area north of San Mateo County, including much of San Francisco itself. The affiliation and market switches also resulted in many cable providers in the Monterey Bay area either dropping KNTV entirely or blocking its NBC programming under syndication exclusivity guidelines; even so, the signal still overlapped with KSBW. That all changed on September 12, 2005, when KNTV was able to finally move its transmitter northwest to San Bruno Mountain, giving it a signal comparable to the Bay Area's other major stations. The move came after years of objection from KRON's owner Young Broadcasting. KRON made numerous filings with the FCC, alleging that thousands of San Jose residents would lose over-the-air coverage of KNTV if it moved closer to San Francisco. Some San Francisco residents, especially in the Sunset and Richmond districts of the city, still found it difficult to receive an adequate over-the-air signal, because they are shielded from San Bruno Mountain. Most of the other Bay Area stations operate from Sutro Tower, which has a better overall view of San Francisco proper, although at the expense of those in northern San Mateo County, where San Bruno Mountain acts as a shield. However, most of the Bay Area is covered with a strong signal from all of the stations. The year closed, however, with a devastating wildfire at the