ST. LOUIS — Sinclair has rebranded KDNL as STL30, giving the St. Louis television station a new local identity as it operates independently following the end of its ABC affiliation.
The new branding begins rolling out this week across the station’s linear, digital and social platforms. Sinclair says the change is designed to emphasize local relevance and strengthen the station’s connection with viewers and advertisers in the St. Louis market.
KDNL had previously operated as an ABC affiliate. It is now positioned as an independent station, creating a different programming and branding challenge than a traditional network-affiliate model.
Vice President and General Manager Beth Worsham said the STL30 identity is intended to be more distinctive and more closely tied to the community the station serves.
Source: Sinclair, September 28, 2026.