Local news organizations seem particularly bad at portraying themselves: they try to look innovative at the same time that they want to emulate the surrounding high-budget network programming. This one looks particularly stupid when you consider the need to report accidents, such as the recent Comair 5191 crash. See the domain name:

http://www.11alive.com/news/news_article.aspx?storyid=83864

Then imagine being a family member crawling Google for any sign of hope.

I'd suggest a new monicker, WXIA Atlanta. Preferably one that makes sense.