Sinclair Broadcasting Announces Creation of Sales and Content Branches
Sinclair Broadcast Group, a leading player in the broadcast industry, is undergoing a significant transformation. The company is revamping its internal processes and rebranding its advertising sales and integrated marketing division as AMP Sales & Marketing Solutions.
According to Ryan Moore, the senior vice president and chief revenue officer of Sinclair Broadcast Group, this strategic evolution is designed to empower Sinclair's sales teams and deliver greater impact for clients and for their careers. The transformation is part of a comprehensive strategic review of Sinclair's Broadcast business, which aims to solidify its leadership in the evolving broadcast industry.
The revamped sales division will encompass Sinclair's social verticals under a new brand called AMP Media. AMP Media will serve as Sinclair's overarching content brand, blending programming and storytelling with cutting-edge technology and creativity. Some of Sinclair's non-news original podcasts, such as "The Triple Option," "Throwbacks," and "Unfiltered Soccer with Landon Donovan and Tim Howard," will fall under this new brand.
Rob Weisbord, chief operating officer and president of Local Media, stated that the launch of AMP Sales & Marketing Solutions and AMP Media reflects Sinclair's ongoing efforts to innovate, drive growth, and enhance its impact across the evolving media ecosystem.
Sinclair's strategic evolution aims to scale its broadcast operations, positioning it as the foremost partner in the broadcast ecosystem with an emphasis on consolidation and innovation, such as their early adoption of technologies like ATSC 3.0. Separating the Ventures division, which houses AMP Sales & Marketing Solutions and AMP Media, is expected to give Sinclair more flexibility in executing its broadcast strategy while allowing each business to pursue tailored growth paths aligned with their unique value drivers.
Beginning in February, Sinclair's sales division will become AMP Sales & Marketing Solutions. The company plans to introduce AMP to the market in the coming weeks with a new landing page for clients and a comprehensive media campaign. The media campaign will include a mix of linear, digital, OTT/CTV, social, audio, and more.
This move is seen as a response to industry shifts, including audience migration from linear TV to streaming platforms. By rebranding and launching new sales and content divisions, Sinclair is positioning both its broadcast and Ventures (including AMP Sales & Marketing Solutions and AMP Media) to better adapt and compete in their respective spaces.
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[2] FierceVideo. (2021, November 1). Sinclair Broadcast Group to separate Ventures division. [online] Available at: https://www.fiercevideo.com/video/sinclair-broadcast-group-to-separate-ventures-division
[3] Multichannel News. (2021, November 1). Sinclair to Separate Ventures Division. [online] Available at: https://www.multichannel.com/news/broadcast/sinclair-to-separate-ventures-division/204526
[4] TVNewsCheck. (2021, November 1). Sinclair to Separate Ventures Division. [online] Available at: https://tvnewscheck.com/sinclair-to-separate-ventures-division/
[5] TVTechnology. (2021, November 1). Sinclair to Separate Ventures Division. [online] Available at: https://www.tvtech.com/news/sinclair-to-separate-ventures-division/
- Sinclair Broadcast Group, known for its leadership in the broadcast industry, is transitioning its advertising sales and integrated marketing division into AMP Sales & Marketing Solutions, with the aim of empowering its sales teams and increasing client impact.
- As part of this transformation, the company will establish AMP Media, a content brand that merges programming, storytelling, and technology to deliver compelling content across various platforms.
- Sinclair's strategic evolution encompasses scaling its broadcast operations and emphasizing consolidation and innovation, such as the adoption of ATSC 3.0 technology.
- The separation of the Ventures division, housing AMP Sales & Marketing Solutions and AMP Media, is expected to grant the company more flexibility in executing its broadcast strategy while allowing each business to pursue their unique growth paths.
- Beginning in February, the sales division will be rebranded as AMP Sales & Marketing Solutions, with Sinclair planning to unveil AMP to the market in the coming weeks through a comprehensive media campaign spanning linear, digital, OTT/CTV, social, audio, and more, positioning itself more competitively in the evolving media landscape.
