Sinclair Begins Generative AI Usage

April 09, 2024 at 10:00 AM EDT

Tennis Channel’s “Petko Unfiltered” to be Translated Into Spanish Using AI Technology

Company Commits to Responsible and Transparent AI Practices, Joins Authenticity and Provenance Organizations CAI, C2PA

Sinclair, Inc. today announced the company has taken its first steps into usage of generative artificial intelligence within its original content to reach more audiences globally in their native languages.

Sinclair will begin using AI for language translation beginning with “Petko Unfiltered,” a Tennis Channel series with network analyst Andrea Petkovic, a former WTA world #9 player. “Petko Unfiltered” provides an in-depth and unfiltered first-person perspective on trending tennis topics.

The episodes, which are recorded and presented by Tennis Channel in English in several European countries and on its second network T2 in the United States, will be translated into Spanish to air on Tennis Channel in Spain beginning later this month.

For this initiative, Sinclair has collaborated with HeyGen, a leading generative AI video company, specializing in voice translation and lip-sync services, transforming the way businesses use video to enable global storytelling.

Sinclair is committed to creating trusted content. For full transparency, the episodes will include a disclosure slate explaining the AI usage and a QR code linking to https://www.tennis.com/ai which will provide a comparison of episode language versions.

"Generative AI is set to transform the world we live in; and Sinclair is enthusiastic about leveraging the technology to make our original content accessible to a bigger audience through language translation. At the same time, we believe that upholding ethical standards in media through AI implementation is paramount. We recognize our duty to employ AI with integrity and transparency, to safeguard not only our industry's reputation but also the trust of our audiences. At Sinclair, we take this responsibility seriously, which is why we have chosen to voluntarily and proactively join the leading organizations dedicated to promoting responsible practices," stated Chris Ripley, President and CEO of Sinclair, Inc.

Sinclair is a member of organizations working to protect content provenance and address misinformation including Content Authenticity Initiative (CAI), the leader in the global effort to address digital misinformation and content authenticity, focused on promoting and providing an open, cross-industry approach to media transparency, and the Coalition for Content Provenance and Authenticity (C2PA), a formal coalition dedicated exclusively to drafting technical standards and specifications as a foundation for universal content provenance.

In addition, Sinclair has created SAIF – Sinclair AI Forum, an internal, interdepartmental AI workgroup to facilitate knowledge sharing, governance, compliance, and strategic guidance across the company.

About Sinclair

Sinclair, Inc. (Nasdaq: SBGI) is a diversified media company and a leading provider of local news and sports. The Company owns, operates and/or provides services to 185 television stations in 86 markets affiliated with all the major broadcast networks; owns Tennis Channel and multicast networks Comet, CHARGE!, TBD, and The Nest; and owns and provides services to 21 regional sports network brands. Sinclair’s content is delivered via multiple platforms, including over-the-air, multi-channel video program distributors, and the nation’s largest streaming aggregator of local news content, NewsON. The Company regularly uses its website as a key source of Company information which can be accessed at www.sbgi.net.

Category: General