It already has an active Twitter feed full of general interest news.
On Monday, it will get its broadcast TV premiere as a new entrant in one of the last ultra-competitive dayparts for television and radio — morning drive.
“The National Desk” is all set and ready for launch from Sinclair Broadcast Group.
Rather than a news magazine, “The National Desk” is described by Sinclair as “an original news program,” and is being cleared for weekday morning timeslots starting January 18 — Dr. Martin Luther King, Jr. Day — across 68 Sinclair-owned stations.
This include all of the company’s MyNetwork TV and The CW Network affiliates, and Sinclair-owned OTT platform STIRR.
“The National Desk” is being produced by Sinclair’s WJLA-7, the ABC affiliate in Washington, D.C., once owned by the Allbritton family.
The host: Jan Jeffcoat, who has been doing dry runs posted on Twitter ahead of the channel’s launch.
Jeffcoat is nationally recognized for her stints at TEGNA-owned WUSA-9 in Washington, D.C., from 2013-2018; and for her various roles at FOX’s WFLD-TV in Chicago from 2007-2012. Jeffcoat was also anchor at KRIV-TV in Houston from November 2004-June 2007.
And, much like Nexstar’s much-publicized evening news block NewsNation, Sinclair says “The National Desk” will be “commentary-free,” with news from both a local and national perspective.
Still, some may put extra scrutiny on the Sinclair offering, given its decisively conservative tone seen in some markets with its local newscasts.
“This is an opportunity to bring national conversations back to a local level,” Jeffcoat said. “We understand the soul of the stories and communities in which we operate.”
Stories will come from Sinclair’s local news reporters, packaged as a national offering that showcases its stations while, Sinclair says, leveraging its assets.
Set to join Jeffcoat is Cayle Thompson, whose resume includes a stint as a KOMO-4 in Seattle anchor, and at WINK-11 in Fort Myers-Naples, from September 2010-September 2014. He is an Ithaca College journalism school grad who has also worked in Saginaw, Mich., and in Wichita.
Cayle Thompson
Both report to SVP/News Scott Livingston.
“Stories that will be national news tomorrow are emanating from smaller local communities today,” Livingston said. “’The National Desk’ will provide Americans with the news they want to hear in a timely and accurate fashion. Our coverage
highlights stories that represent the heart of America – we’re here to provide context rather than commentary.”