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.”