Tacking on More News in the A-T-L

The battle for eyeballs in the Atlanta market is intensifying as CBS Atlanta moves to capture the critical early fringe audience. Starting April 13, the station will officially debut a new hour of weekday news at 5 p.m., a strategic move designed to bolster its footprint in a competitive landscape. This expansion comes less than a year after the station's major relaunch last August, signaling an aggressive growth phase for the local outlet.

Industry veterans Sharon Lawson and Dagmar Midcap are set to lead the new broadcast. Lawson will take the anchor desk, while Midcap handles weather duties alongside traffic reporter Orelon Sidney. The talent lineup suggests a focus on established personalities to anchor the station's expanding afternoon block.

Station leadership views the move as a deliberate step in a long-term modernization plan. Tom Canedo, president and general manager of CBS Atlanta, noted that the expansion is rooted in a tradition of community-focused storytelling, while News Director Shawn Hoder characterized the 5 p.m. launch as a "meaningful expansion." For a newsroom that has been in a state of rapid evolution since last summer, this new timeslot serves as a litmus test for its ability to scale responsive, impactful journalism in a top-tier market.

As local stations nationwide grapple with changing viewership habits, CBS Atlanta’s investment in additional linear programming underscores a commitment to building a more robust local news offering. By filling the 5 p.m. slot, the station is not just adding airtime but is actively attempting to shift the local power dynamic and solidify its presence as a primary source for afternoon news.