The branding scheme has varied in some markets, with some Fox stations using a city or regional name within the branding instead of the channel number (for example, Chicago owned-and-operated station WFLD branded as "Fox Chicago" from 1997 to 2012 and Philadelphia O&O WTXF-TV branded as "Fox Philadelphia" from 1995 to 2003); a few of the network's stations also minimized use of the "Fox" name, opting to use their call letters or a more generic branding (WSVN in Miami, which has branded as "WSVN 7" for general use and "(Channel) 7 News" for its newscasts since it joined the network in January 1989; KHON-TV (channel 2) in Honolulu, which changed its general branding from "Fox 2" to "KHON 2" in 2003; WDRB in Louisville, Kentucky, which dropped its "Fox 41" brand in favor of branding by its call letters in September 2011; and KVRR (channel 15) in Fargo, North Dakota, which dropped the generic "Fox" branding it used in part due to its network of repeater stations throughout eastern North Dakota in favor of branding by its calls in May 2015). Similarly, most of the stations that switched to Fox as a result of its 1994 affiliation deal with New World Communications retained their Big Three-era branding for general or news purposes (with a few exceptions such as WJW in Cleveland, which dropped its CBS-era "TV8" and "Newscenter 8" brands in 1995, in favor of "Fox is ei8ht" as a general brand and ei8ht is News as the title for its newscasts; likewise that same year, KDFW in Dallas/Fort Worth re-branded itself as "Fox 4 Texas" after its newscast name of "News 4 Texas" before shortening its ID to simply "Fox 4" in 1996 and changing its newscast name to "Fox 4 News", both in use since then), before conforming to Fox's station branding conventions when Fox Television Stations acquired New World in 1997. A particularly unique situation was with KTVU (channel 2) in Oakland-San Francisco, which as a Fox affiliate under longtime owner Cox Media Group, retained its perennial "Channel 2" brand (with limited references as "Fox Channel 2" by the early 1990s). In 1996, the station rebranded as "KTVU Fox 2" for general purposes (adding the Fox logo on the underside of the top line of its heritage "Circle Laser 2" logo as well), while retaining "(KTVU) Channel 2 News" as the branding for its newscasts. Fox Television