KMIR, the NBC affiliate in the Coachella Valley, has revealed major reinvestment in local news. The station’s new owner, OTA Broadcasting, has announced that beginning Wednesday, January 29th, KMIR will add a one-hour newscast weekdays at 11 a.m. to be called KMIR Midday. Gloria Rodriguez and Thalia Hayden of KMIR Today will serve as anchors.

“It’s another example of our strong commitment to local news,” Craig Marrs,Vice-President and General Manager of KMIR and its sister station, KPSE, says. “We’re serving the Coachella Valley with more news featuring our helpful and popular “You Ask. We Investigate.” and “Eye Sore Next Door” stories.”

KMIR, which can now be seen on Time Warner Cable Channel 13, is getting ready for the 2014 Sochi Olympic Games which will air on the station beginning February 6th. The station will retain its brand promise of “Making the Coachella Valley a Better Place to Live” through its advocacy statement of “You Ask. We Investigate.”