WEYI TV

What WEYI TV does

WEYI TV (Mid-Michigan NOW) is an NBC-affiliated local broadcast television station serving the Mid-Michigan region, including Flint, Saginaw, Bay City, Midland, and surrounding counties. The station signed on in 1996 and is owned by Sinclair, Inc. (NASDAQ: SBGI), a Maryland-incorporated publicly traded media conglomerate, operating under the Mid-Michigan NOW brand alongside sister station WSMH. WEYI-TV broadcasts on channel 30 from its licensed base in Saginaw, Michigan, with operational references to Clio and Flint, and operates with a headcount in the 101-250 range.

The product surface centers on the Mid-Michigan NOW platform: a website at midmichigannow.com plus dedicated iOS and Android news and weather applications, complemented by weather services (radar, maps, hurricane tracker, closings, weather cameras, StormReady) and sports coverage spanning high school (Friday Night Rivals, Hometown Hoops), college, NFL, NBA, and MLB. Recurring special-report franchises including Forward Focus, Crisis in the Classroom, and the Flint Water Crisis vertical, alongside active social channels on Facebook, Instagram, YouTube, TikTok, and Twitter/X, broaden reach beyond linear broadcast. The underlying technology is standard digital over-the-air broadcast with companion web and mobile distribution; no proprietary AI/ML, API, or SDK footprint is disclosed.

WEYI TV monetizes primarily through local and regional television advertising sold to Mid-Michigan businesses, supplemented by carriage fees from cable and satellite providers that distribute its signal. The customer base is a long tail of SMB advertisers seeking regional audience reach, anchored by recurring enterprise sponsored-content partnerships with healthcare systems (MidMichigan Health, Hurley Medical Center, Ascension Genesys Hospital) and educational institutions (University of Michigan-Flint). As a subsidiary of Sinclair, Inc., the station is not independently financed and operates without a disclosed funding history of its own.

Name

WEYI TV

Legal name

Sinclair, Inc.

Website

https://nbc25news.com

Company type

Public

Founded year

1958

Operating status

Operating

Headcount range

101–250 employees

Short description

WEYI TV (Mid-Michigan NOW) is an NBC-affiliated local broadcast television station serving Mid-Michigan, including Flint, Saginaw, and Bay City. Owned by Sinclair, Inc. (NASDAQ: SBGI), it delivers local news, weather, sports, and network programming across broadcast, cable, satellite, and digital platforms.

Ownership category

akta.pro rank

Product category

Broadcast Television

NAICS

Television Broadcasting Stations (51612)

SIC

Television Broadcasting Stations (4833)

akta.pro primary industry

Network-Affiliated Local TV Stations (ABC/CBS/NBC/FOX/CW/Telemundo/Univision, etc.) (MPABACAE)

akta.pro secondary industry

Local TV Station Groups (Owned & Operated/Station Chains) (MPABACAA)

Keywords

• Broadcast television
• Local news media
• Weather forecasting
• Sports coverage
• Mid-Michigan news

Headquarters

HQ city

Flint

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Television Advertising: WEYI TV generates revenue primarily through local and national television advertising. Local businesses purchase commercial spots to reach the Mid-Michigan viewing audience. The station's website features a 'Money' section covering personal finance topics, indicating advertising partnerships.
2. Cable/Satellite Carriage Fees: Broadcast television stations typically receive carriage fees from cable and satellite providers for distributing their signal to subscribers.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

WEYI TV is a regional NBC-affiliated broadcast television station that delivers local news, weather, sports, and entertainment content to the Mid-Michigan market including Flint, Saginaw, and Bay City. The station operates under the "Mid-Michigan NOW" brand, distributing programming via over-the-air broadcast, cable/satellite carriage, mobile apps, and a website with live streaming. Revenue is generated primarily through television advertising sales to local and regional businesses.

Product overview

Mid-Michigan NOW is a local NBC-affiliated television news operation serving the Mid-Michigan region (Flint, Saginaw, and surrounding areas). The offering consists of the core Mid-Michigan NOW news platform delivering local news, weather, sports, nation/world coverage, entertainment, and special reports, supplemented by dedicated mobile applications for news and weather available on iOS and Android. Weather services include radar, maps, closings, hurricane tracker, and weather cameras. Sports coverage spans local, college, NFL, NBA, MLB, and high school athletics.

Differentiator

Problem solved

Functional benefit

Products and services

• Mid-Michigan NOW Local News Platform

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Sinclair Broadcast GroupcoreOthersSinclair Broadcast Group is the parent company that owns and operates WEYI TV. The station operates under Sinclair's portfolio of local television stations. Copyright notice states '2026 Sinclair, Inc.' and legal/terms pages link to sbgi.net. WSMH (another Sinclair station) shares FCC applications and EEO reporting with WEYI.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• WJRT-TV: ABC affiliate (Gray Television) serving the same Flint-Saginaw-Bay City television market as WEYI. Direct competitor for local news audience share, local advertising dollars, and carriage positions in Mid-Michigan.
• WNEM-TV: CBS/MyNetwork affiliate serving the Flint-Saginaw-Bay City market. Directly competes with WEYI for NBC's local audience overlap and shares the same DMA-level advertiser pool.
• WSMH: Fox-affiliated station in the Flint-Saginaw market owned by Sinclair (WEYI's parent). Shares FCC applications and EEO reporting with WEYI, making it both a sister station and a direct in-market competitor.

Regional players

• WILX: NBC-affiliated station in Lansing, Michigan (adjacent market). Comparable NBC-affiliate operating model with similar local news, weather, and sports coverage targeting a nearby Michigan audience.
• WOOD-TV: NBC affiliate in Grand Rapids, Michigan. Comparable mid-sized NBC affiliate with similar multi-platform distribution (broadcast, app, digital) and NBC network programming pipeline.
• WDIV: NBC affiliate serving Detroit (Local 4). Larger NBC affiliate with comparable operational model; relevant for network-level comparison and as a benchmark for NBC affiliate performance in Michigan.

Broad incumbents

• Sinclair Broadcast Group: Parent company of WEYI and owner of ~185 local TV stations across the U.S. Provides shared services, content syndication, and operational scale that directly shape WEYI's strategy and economics.
• Gray Television: Major U.S. local TV station group (owns WJRT in the same market as WEYI). Operates a similar portfolio of mid-market network affiliates and competes directly with Sinclair-affiliated stations like WEYI for local advertising revenue.
• Nexstar Media Group: Largest U.S. local TV broadcaster, operating numerous network affiliates nationwide. Comparable business model and scale to Sinclair and a relevant industry benchmark for affiliate economics.

Emerging players

• MLive: Digital-native local news platform covering Michigan, including Flint and Saginaw. Competes with WEYI for local online news audience and digital advertising spend, representing the digital competitive threat to traditional affiliates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/nbc25fox66
• YouTubeyoutube.com/connectmidmichigan
• Facebookfacebook.com/nbc25
• Instagraminstagram.com/midmichigannow/?hl=en
• TikToktiktok.com/@midmichigannow

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WEYI TV