It might have been a demotion, but the station isn't playing it that way.

KARE Morning Anchor Tim McNiff is leaving his morning anchor duties and will now be doing long-form reporting and commentary for the NBC affiliate.

The station says that McNiff will be “launching a multiplatform news and sports digital series for KARE 11,” that will focus on in-depth commentary and insider interviews.

McNiff, 55, said the job change gives him “an opportunity to return to my roots and talk about things that interest me, and what I hope people in the community will find interesting.

John Remes, KARE’s general manager, said McNiff “will be creating something we don’t have at KARE 11 or in the market.”

McNiff left TV news in 2014 for a marketing job with Media Minefield after 21 years at KARE but returned in May 2017 to team up again with Kim Insley on “Sunrise.” The two had been the longest running morning show team in the Twin Cities TV market.

The duo’s shelf life was short-lived, however. Insley and KARE parted ways in October, ending her “Sunrise” run after 24 years.

Taking over for McNiff will be Kris Laudien, a former anchor at Global News Canada who grew up in Vancouver.

Laudien’s first day will be March 5.

H/T Star-Tribune