Recently, ABC changed the name of their early morning news show from ATM to Good Morning America First Look.
This is a show that I watch regularly. There's also an earlier version with a different name, but with the same reporters.
First off, the original name ATM seemed ill-conceived. It was an acronym when it didn't need to be one. It stood for America This Morning. Course ATM conjures up other meanings. For me, I always wanted to associate it with At This Moment.
Sure acronyms are used when you're limited on characters or don't want to tap out the full words. It's favored by a younger generation-- but really how many young people are watching network news? ...especially at 4:30am?
The name First Look is a bit lame, but at least they spelled it out instead of going with FL. It's too bad they didn't go with Early Morning instead, but perhaps that's been used elsewhere.