The end of an era in Seattle talk radio is fast approaching. Starting Wednesday, KOMO Newsradio will no longer possess the legendary call letters that it has for the past 95 years. 

According to the Seattle Times, the station will rebrand as KNWN, for "Northwest News."

The change centers on a deal involving Sinclair Broadcast Group and Lotus Communications Corp. KOMO's Program Director Rick Van Cise said it is a mere formality."There won't be any difference in the sound of the radio station. The personalities, the reporters are all staying the same."

The deal between the two companies includes Lotus Broadcasting acquiring  "Newsradio" KOMO-AM and FM, "Star 101.5" KPLZ, and "Talk Radio" 570 KVI. 

Sinclair Broadcasting is primarily a television broadcast company that sold its radio stations to LA-based Lotus Broadcasting for $18 million. 

Locals reacted to the news on social media. "I could have come up with something a little catchier," says Jason Remington, creator, and publisher of the website PugetSound.Media.

The station will continue to air news and weather produced by KOMO-TV.