So, if you’ve lived around the Suncoast for a minute, you probably have a routine. You wake up, grab a coffee, and flip on channel 28. But lately, things look... different. If you’re searching for abc action news in tampa florida, you might have noticed the "Action News" branding has started to fade into the background of a new identity: Tampa Bay 28.
Honestly, it’s a big deal. For over 20 years, that red logo was basically the heartbeat of local TV in the 813 and 727.
The switch happened in late 2025. It wasn't just a random corporate whim from the owners over at E.W. Scripps. It was a strategic move to lean back into the station’s roots while ditching the "Action News" moniker that, frankly, started to feel a bit 1990s. But don't worry—the "Taking Action" spirit isn't gone. It’s just wearing a new outfit.
Why the Rebrand to Tampa Bay 28 Matters
People get attached to their news teams. You feel like you know these people because they’re in your living room while you’re eating dinner. When the station announced the pivot from abc action news in tampa florida to Tampa Bay 28 on August 18, 2025, the local Facebook groups went a little wild.
"Is Greg Dee leaving?"
"Where’s the I-Team?"
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The truth is way less dramatic. Greg Dee even poked fun at it on social media, teasing the change before the 5 p.m. broadcast. The new logo features the Sunshine Skyway Bridge, which is a nice touch. It feels more "us." It’s a mix of bright teals and deep blues that scream Florida, rather than that aggressive "breaking news" red they used for two decades.
They also moved their digital home to tampabay28.com. If you try to go to the old URL, you'll still get there, but the transition is basically complete.
The I-Team and "Taking Action"
Even with the name change, the investigative core remains. If you’re a longtime viewer, you remember the "Price of Protection" series. That was huge. It exposed how court-ordered guardians were basically draining the bank accounts of seniors. It didn't just win an American Legion Fourth Estate Award; it actually changed Florida laws.
That’s what people mean when they talk about abc action news in tampa florida. It’s the "I-Team" digging into why your insurance premiums are skyrocketing or why a local contractor just took $10k from a grandmother and vanished.
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The Faces You Recognize
News is all about personality. You’ve got Nadeen Yanes, who joined as an anchor/reporter in late 2023 and has become a staple of the evening rotation. Then there's the veterans who stayed through the rebrand.
The station has always struggled a bit with the "third or fourth place" curse in the ratings since they launched in the 90s. But they found their groove by winning the 25-54 demographic. That’s the group that actually buys stuff, so advertisers love it.
- Weather: They still lean heavily on the "Certified Most Accurate" tag. In Florida, weather isn't just a segment; it's a survival guide.
- Community: The "Rescues Action" segment is still a fan favorite. Who doesn't want to see a shelter dog find a home during the morning news?
- Streaming: They have a 24/7 digital channel now. You can catch it on Roku or Fire TV under the Tampa Bay 28 banner.
Watching Locally: How to Find Them in 2026
If you’re a cord-cutter, you’re probably not looking for a channel number on a dial. You’re looking for an app. The station has leaned hard into "ABC Action News Streaming Now," which is basically a rolling news product.
You can find them here:
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- Over-the-Air: Still channel 28. (Technical nerds: it's actually transmitted on UHF 29, but your TV says 28).
- Cable/Satellite: No change there. Frontier, Spectrum, and DirecTV kept them right where they were.
- Digital: The "Tampa Bay 28" app replaced the old "Action News" app. It’s free.
The History Nobody Talks About
WFTS wasn't always an ABC station. Back in the 80s, it was an independent station. Then it was a Fox affiliate. It wasn't until the "Great Switch" of 1994 that everything got scrambled. ABC moved from channel 10 to 28, and CBS moved to 13. It was chaos.
They didn't even have a real studio at first. They had to rent space in Clearwater from the Home Shopping Network. Imagine trying to report on a murder trial while someone next door is selling cubic zirconia. They’ve come a long way since those Himes Avenue beginnings in '96.
What You Should Actually Do Now
If you’ve been relying on the old app or bookmarks, it’s time to do a little digital house cleaning. The 2026 landscape for local news is moving toward "on-demand" segments rather than just waiting for 6 p.m.
- Update your bookmarks: Change any saved links from abcactionnews.com to tampabay28.com.
- Check the app store: Ensure your mobile app has updated to the new "Tampa Bay 28" interface to get the latest push alerts for hurricane season.
- Stream on your TV: If you have a Roku or Apple TV, search for "Tampa Bay 28" rather than "ABC" to find the local-specific feed.
- Submit a Tip: If you have a problem the I-Team should look into, use the "Submit a Tip" feature on the new site; they still prioritize viewer-driven investigations over press releases.