Lucy Noland, who joined KNBC in July after four years at KHOU in Houston, will anchor the station’s newly-launched noon newscast. Noland is also the 6 p.m. anchor at the NBC O&O in Los Angeles.

The new program, which debuts today at noon, will focus on social media to engage viewers. KNBC technology and social media reporter Makahlo Medina will invite “viewers to actively participate in the coverage of the top stories of the day” via Facebook, Twitter and the station’s website.

KNBC will compete in the timeslot with Fox owned-and-operated KTTV and independent station KCAL, which are the only other stations in the market that have noon newscasts.

“The addition of ‘NBC4 News at Noon’ is another commitment to expanding our local news presence and better serve viewers throughout the entire day,” KNBC vice president and news director Vickie Burns said in a statement. “As the second newscast to be added this year, we are positioned to more effectively cover our expansive market and provide the quality, in-depth coverage that matters to the community.”