WEYI TV
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.
- Company typePublic
- Founded1958
- HeadquartersFlint, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
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.
WEYI TV firmographics
Firmographics- 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
WEYI TV industry classification
Industry- 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
Where WEYI TV is headquartered
LocationHeadquarters
- HQ city
- Flint
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
WEYI TV business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- 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.
- 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
WEYI TV product offering
Product offeringCore 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
Companies that use WEYI TV
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
WEYI TV technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
WEYI TV partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Sinclair Broadcast GroupcoreSinclair 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
WEYI TV competitors and assessment
Company assessmentDirect 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
WEYI TV social profiles
Digital presenceWEYI TV financial estimates
Financial estimateRevenue estimate
Valuation estimate
WEYI TV leadership team
Management profileNumber of profiles
WEYI TV funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WEYI TV M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WEYI TV
What does WEYI TV do?
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.
Is WEYI TV a public or private company?
WEYI TV is a public company. It is classified as corporate owned and is currently operating.
When was WEYI TV founded?
WEYI TV was founded in 1958. It employs 101 to 250 people.
Where is WEYI TV based?
WEYI TV is headquartered in Flint, United States, in the North America region.
How does WEYI TV make money?
Two revenue lines are on record. Television Advertising is the primary driver. The others are cable/Satellite Carriage Fees.
Who are WEYI TV's main competitors?
Direct peers on record are WJRT-TV, WNEM-TV and WSMH. Regional players are WILX, WOOD-TV and WDIV. Broad incumbents are Sinclair Broadcast Group, Gray Television and Nexstar Media Group. MLive is listed as an emerging player.
Does WEYI TV have an API?
No public API is recorded for WEYI TV.
What industry is WEYI TV in?
WEYI TV's product category is Broadcast Television. Its primary akta.pro industry code is MPABACAE, Network-Affiliated Local TV Stations (ABC/CBS/NBC/FOX/CW/Telemundo/Univision, etc.), with a secondary code of MPABACAA, Local TV Station Groups (Owned & Operated/Station Chains). Its NAICS code is 51612 and its SIC code is 4833.