The Blue network last week gave up its plain name and took a fancy one: the American Broadcasting Co. It had wanted to go a little further and call itself ABC —but two ABCs were there first (Arizona Broadcasting Co., Michigan's Associated Broadcasting Corp.) If the public, however, discovers and insists on using American's obvious nickname, the network will purr contentedly and make no objection.
Most Blue listeners probably shared Juliet's unconcern about the significance of names. But the network had its own solid reason for the change. Ever since FCC set the 197 station Blue on its own two and a half years ago, the Blue has longed to forget that for 15 years it was only a little brother to NBC's powerful Red network.