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State of the Screens

Sinclair Enters Streaming Arena With Entertainment Bundle and Local Channels

By January 24, 2019No Comments
New streaming wars entrant #2: Sinclair Broadcast Group is launching an ad-supported streaming service focused on local content including news and sports.

Why this matters: Local broadcast groups own valuable real estate (local news) that is currently playing an undersized role in the streaming wars. This is a smart play by Sinclair Broadcast Group that we expect to see repeated by the other remaining station groups after this current wave of consolidation slows down.

Big footprint: Sinclair currently owns 193 stations in 89markets that cover 39% of U.S. households.

Primetime? This is where things get tricky. This service will not carry any of the content from national networks so the broadcast time slot will be filled with other content (movies, etc.) that Sinclair negotiates the rights to.

Quote from Adam Ware — GM @ STIRR
“Despite the explosive growth of new national over-the-top (OTT) services, local TV station’s programming, especially local news, has remained some of the most popular and desired content to audiences and advertisers alike…By creating the STIRR CITY channel format, local TV stations can now extend their programming strength to OTT.”

More #1: Local TV giant Sinclair Broadcast Group launches free streaming bundle

More #2: Sinclair Hopes To Create OTT Stir With Stirr

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.