One of the most persistent local-TV rumors of early 2009 has been confirmed: KWGN-TV/Channel 2 is being rebranded as "The Deuce" on or about March 30.
If you're snickering like a middle-schooler right now, that's because you know the third definition of "the deuce" in the online Urban Dictionary reads: "A crap measuring 2 lbs. or better." Sample sentence: "My bung hole was torn by the deuce!"
When Channel 2 president and general manager Dennis Leonard is asked if he's familiar with this usage, he makes it clear that he is via a comic surfer voice as he declares, "It's the shit, dude!" Nonetheless, he doesn't see the double meaning as a problem. "The deuce is also the victory sign, or the peace sign," he says, adding, "We are going to convert KWGN/The Deuce into a lifestyle station. We want it to mirror more of the 18-34 and 18-49-year-old groups who live in Denver -- the ones who are more likely to snowboard, ski, extreme bike..."
And know the dirty definition of "deuce."
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Check this space tomorrow for more of our conversation with Leonard, complete with details about shifting the CW lineup, moving the late-night newscast, a greater live-music focus and extra Deuce-i-ness...