Bob McBride, who retired from television in January after 3 1/2 years as coanchor at Channel 4 here, is going back to work as a coanchor for WKYC, the NBC-owned station in Cleveland . . .

He will be paired with Doreen Gentzler at 6 p.m. for a 30-minute news show and again at 11 p.m. weeknights . . .

Cleveland sources tell us that WKYC news programs run a poor third in that market, the 11th largest in the country . . .

In the most recent ratings, "NBC Nightly News With Tom Brokaw" at 7 p.m. on WKYC registered an undersized 8 percent audience share against a 47 share for "Wheel of Fortune" on the competing ABC affiliate at that hour . . .

*As a result, WKYC plans to reschedule Brokaw at 6:30 and air a half hour local news show at 7 . . .

McBride will report to work Aug. 11 and debut on the air a week later . . .

A one-time anchor in Chicago, McBride had been general manager of WJBK in Detroit when NBC-owned WRC here lured him back to the air in August l982 to be teamed with Jim Vance . . .

For a change, some good news for the CBS News division . . .

"West 57th," which completed a 13-week trial Wednesday night, will become a midseason replacement series, it was announced yesterday by CBS Broadcast Group President Gene F. Jankowski, whose enthusiasm for the series undoubtedly figured in the favorable decision . . .

The magazine show wound up its latest trial run Wednesday night (after a six-week outing last summer) with a 10.9 national Nielsen average and a 21 percent share of the audience from 10 to 11 p.m., beating a "St. Elsewhere" rerun on NBC in the bargain . . .

More importantly for network executives, "West 57th" improved considerably on the 8/15 scored by the last half hour of an "Airwolf" rerun leading into the magazine Wednesday night, a trend that has been apparent all summer . . .

Last summer, a six-week trial on Tuesday nights averaged 10.3/19. The first six weeks of the just-completed trial had the show on at 8 p.m. Wednesdays, where it averaged 7.8/14. On June 11 it moved to 10 p.m. and for the last seven weeks averaged 9.6/18 . . .

No date was set for the magazine's return, although CBS News President Van Gordon Sauter said yesterday that the "West 57th" staff will "return to production very shortly . . .

"They have to be ready to go on the air by mid or late December -- or January or February -- depending on network requirements" . . .

"We have to see how our fall schedule performs," Jankowski said yesterday. He said no limit has been set on the number of programs in the series when it returns . . .

"I'd love to see it hang on for 52 weeks -- ad infinitum," said Jankowski, who emphasized that the "West 57th" crew had earned its place on the regular schedule . . .

"Nobody gets a freebie or a handout and you have to earn your way into the schedule," he said.

"The key thing is the image and tradition of CBS News. We want to make our schedule different from all the others and I think we're enhancing the CBS image with another fine news show" . . .

The go-ahead for "West 57th" offered rare sunshine for Sauter, who only last week oversaw the dismissal of 70 employes from his division . . .

"We think it's exhilarating. It's a broadcast that has tremendous potential even though its editorial quality is now well established" . . .

"West 57th" will join "60 Minutes" as a second CBS News show in prime time . . .

Executive producer Andy Lack and correspondents Jane Wallace, Meredith Vieira, John Ferrugia and Bob Sirott all remain with the program . . .

Wallace had been considered a candidate for an anchor spot on the revamped "CBS Morning News" later this year, but the renewal of the magazine probably removes her from the list, although Sauter would not confirm that yesterday . . .

On the Other Hand

Sauter also would not discuss reports from New York that the scheduled overhaul of "CBS Morning News" faces another delay . . .

Executive producer Susan Winston was due to make a presentation to network affiliates next week, outlining plans for major changes in the program for the beginning of the fall season . . .

Talk is widespread in the News division that the presentation is again on hold, suggesting that the major format change could be delayed until the end of the year . . .

Sauter refused to deny or confirm stories of the delay yesterday. Nor would he comment on a report that Winston recently threatened to quit . . .

Nielsen overnights in 12 major markets for the royal wedding coverage on the three network shows early Wednesday morning give ABC's "Good Morning America" a slight edge with a 9.0 rating and a 31 percent audience share between 7 and 9 a.m. . . .

NBC's "Today" show had 8.8/30 for the same and "CBS Morning News" trailed with 4.2/14 . . .

Arbitron figures for the Washington market for the period from 5:30 to 7 a.m., as the wedding got under way, showed Channel 7 in the lead with a 5.0 rating and 30 share, compared with 4.5/28 for Channel 4 and 4.4/31 for Channel 9 (the audience share for Channel 9 was boosted by a comparatively large number of sets in use coming off CBS' "Nightwatch" at 5:30 a.m.) . . .

Tuesday, the U.S. Senate will begin considering the resolution to make TV coverage of its proceedings permanent . . . and the Senate Rules Committee has scheduled another hearing today on the matter . . .

Meanwhile, C-Span, the public affairs cable network that already carries House proceedings and has carried the Senate's recent six-week TV experiment, has polled Senate members and found that 77 will vote "yes" or "are leaning toward" a yes vote on the resolution . . .

Seventeen indicated they will vote "no" or are "inclined to vote against" the resolution. Four said they were undecided and two -- Sens. Frank R. Lautenberg (D-N.J.) and Thomas F. Eagleton (D-Mo.) -- did not respond to the survey . . .

NBC has announced a third Perry Mason movie, which has begun production in Toronto and will air during the l986-87 season . . .

Returning to the cast for "Perry Mason: The Case of the Shooting Star" will be Raymond Burr as Perry, Barbara Hale and William Katt . . .

They'll be joined by Alan Thicke, Joe Penny, Ron Glass and Jennifer O'Neill . . . as Perry investigates the on-air murder of a talk show host! ("I know the idea is going to take some getting used to, Phil, but trust me -- it'll be great for the numbers!") . . .

NBC said yesterday it has offered "The Tonight Show Starring Johnny Carson" to both Channels 24 and 54 in the Baltimore market . . . and may even open talks with WMAR, the NBC affiliate that dropped Johnny several years ago when the network refused to let the station air "The Tonight Show" on a delayed basis . . .

Since then it has appeared on Channel 45, another independent station in the Baltimore area. Last week, WBFF notified NBC that it has elected to pick up Fox Television's "The Late Show Starring Joan Rivers" this fall and will discontinue Carson . . .

CBS Entertainment has changed the title of Pam Dawber's upcoming sitcom from "Taking the Town" to "My Sister Sam" . . .

It's also changed Pam's name. Dawber still will play a San Francisco photographer who is living with her sister Patty (played by Rebecca Schaeffer). But now Pam will be called Samantha Russell instead of Chris Russell . . .