KMOV began phasing in the "First Alert 4" brand for its newscasts on August 16, 2023, while retaining the longtime News 4 brand for opens and graphics. (Odessa, Texas sister station KOSA-TV had previously applied "First Alert" — normally used as a brand for local television weather departments — for its news branding in September 2021.) "First Alert 4" became the station's full-time news brand on December 3, coinciding with KMOV commencing broadcasts from its new studio facilities in the St. Louis suburb of Maryland Heights, Missouri during the 10pm newscasts.