Should Sinclair’s Must-Runs Be Labeled Commentary, and Who Should Read Them on the Air?

They're already veering into native advertising territory

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Sinclair Broadcast Group entered the wider cultural conversation late last month when the sports and media commentary site Deadspin published a video showing dozens of anchors at Sinclair-owned local stations around the country reading what appears to be the same, scripted anti-mainstream media message on-air. The mashup went viral.

Sinclair’s must-run promo includes a warning about fake news from other media outlets, a promise to report fairly and accurately and a request that viewers go to the station’s website and comment “if you believe our coverage is unfair.”

“I think the real issue is using local anchors and personalities who have spent their careers building trust among their communities.”


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This story first appeared in the April 16, 2018, issue of Adweek magazine. Click here to subscribe.