Sinclair Becomes First Broadcaster to Implement LIVE AI-Powered Language Translation for Newscasts

Rhea-AI Summary

Sinclair has launched a pioneering initiative implementing AI-powered real-time language translation for local newscasts, becoming the first broadcaster to offer this technology. The test is currently active in four markets: Baltimore/WBFF, San Antonio/KABB, West Palm Beach/WPEC, and Las Vegas/KSNV, enabling Spanish-speaking viewers to access live translations of news broadcasts.

The company has partnered with Deeptune, a generative AI language editing company, for this implementation. The service is accessible through local Sinclair stations' YouTube channels. This initiative follows Sinclair's earlier AI translation implementations in 2024 with 'Petko Unfiltered' on Tennis Channel and during Hurricane Milton weather coverage at WPEC.

Sinclair emphasizes its commitment to responsible AI use through memberships in organizations like the Content Authenticity Initiative (CAI) and has established SAIF (Sinclair AI Forum) for internal AI governance and compliance.

Positive

• First-mover advantage in broadcast AI translation technology
• Expansion of audience reach to Spanish-speaking viewers
• Strategic partnership with AI technology provider Deeptune
• Multiple market implementation across four major cities

Negative

• initial rollout to only four markets
• Currently supports only Spanish language translation
• Technology still in testing phase

Insights

Media Technology Analyst

Sinclair's implementation of real-time AI translation for local newscasts represents a strategic market expansion targeting the 41 million native Spanish speakers in the U.S. This technology deployment addresses a critical business challenge in the broadcasting industry: how to serve diverse linguistic communities without the prohibitive costs of separate production teams.

From a business perspective, this initiative offers multiple revenue opportunities:

• Potential to increase advertising rates by delivering previously inaccessible Spanish-speaking demographics to advertisers
• Significant cost efficiency compared to traditional Spanish-language production (estimated 80-90% savings versus human translation)
• Creates competitive differentiation in Hispanic-heavy markets like San Antonio, where 64% of residents identify as Hispanic

The technology partnership with Deeptune suggests Sinclair is pursuing an asset-light approach to innovation, leveraging external expertise rather than building proprietary systems. This follows Sinclair's earlier AI implementations for Tennis Channel content and severe weather coverage, indicating an accelerating technology adoption curve.

For investors, this positions Sinclair as an early technology adopter in an industry often criticized for slow innovation. The company's membership in content authenticity organizations (CAI and C2PA) also demonstrates awareness of potential risks around AI-generated content and misinformation - critical considerations for news organizations implementing these technologies.

The primary risk remains translation accuracy during breaking news or emergency situations, which could create liability issues. However, Sinclair's cautious, market-by-market rollout approach suggests appropriate risk management.

Hispanic Market Specialist

Sinclair's AI translation initiative represents a strategic entry into the Hispanic media market worth an estimated $7 billion annually. This technology deployment allows Sinclair to compete for Hispanic advertising dollars without the $3-5 million annual operational costs typically required for a dedicated Spanish-language news operation in each market.

The approach creates a distinctive competitive position between two existing models:

• Traditional English-only local broadcasts (inaccessible to Spanish-only speakers)
• National Spanish networks like Univision/Telemundo (which lack hyperlocal coverage)

This middle-ground strategy addresses a significant market gap: approximately 16 million U.S. Hispanics who primarily consume Spanish-language media but desire local news content. In the test markets, this represents substantial potential audience expansion:

• San Antonio: ~950,000 Hispanic residents with 46% Spanish-dominant
• Las Vegas: ~650,000 Hispanic residents with 38% Spanish-dominant

The YouTube distribution approach is particularly savvy, as Hispanic Americans over-index on digital video consumption by 28% compared to the general population. This aligns with demographic trends showing 95% of U.S. Hispanic population growth comes from U.S.-born Hispanics who are digitally native.

The key challenge remains translation quality - particularly for emergency information, regional dialects, and cultural nuances. While AI translation has improved dramatically, research shows Spanish speakers still rate machine translation at 82% accuracy compared to human translators. Sinclair's cautious market-by-market rollout suggests they're monitoring quality before wider deployment.

BALTIMORE--(BUSINESS WIRE)-- Sinclair today announced it is pioneering the use of artificial intelligence to provide real-time live language translation of local newscasts. The first-of-its-kind test is underway in Baltimore/WBFF, San Antonio/KABB, West Palm Beach/WPEC, and Las Vegas/KSNV, allowing viewers to access Spanish language broadcasts live, in real time.

As the first in broadcast media to implement live AI-powered translation for local newscasts, Sinclair aims to enhance accessibility and engagement, enabling non-English-speaking viewers to stay informed with accurate, real-time translations of critical news, weather, and community updates.

“At Sinclair, we are committed to leveraging innovative technology to expand access to local journalism,” said Rob Weisbord, COO and President, Local Media. “By implementing live AI translation of our newscasts, we’re breaking down language barriers and ensuring that more viewers can engage with Sinclair’s trusted news coverage.”

For this initiative, Sinclair has collaborated with Deeptune, a leading generative AI language editing company.

"We're thrilled to partner with Sinclair on this groundbreaking implementation of our real-time AI translation technology. This collaboration represents a significant step forward in making critical news accessible to diverse communities and demonstrates how AI can be deployed responsibly to serve the public interest,” said Tim Lupo, Founder and CEO, Deeptune.

This real-time AI translation test marks an important step in broadening local news accessibility. Viewers in the participating markets can experience this groundbreaking service by tuning in to their local Sinclair station’s YouTube channel:

Baltimore/WBFF: https://www.youtube.com/@FOXBaltimore

San Antonio/KABB: https://www.youtube.com/c/KABBFOXSanAntonio

West Palm Beach/WPEC: https://www.youtube.com/@CBS12NewsWPEC

Las Vegas/KSNV: https://www.youtube.com/@News3LasVegas

Sinclair’s use of generative AI began in 2024, when the company began using AI for language translation with “Petko Unfiltered,” a Tennis Channel series (as part of Tennis Channel International’s expansion into additional territories) and in newscasts for use with severe weather at WPEC during the Hurricane Milton weather event.

Sinclair is committed to responsible use of AI and is a member of multiple organizations working to protect content provenance and address misinformation, including Content Authenticity Initiative (CAI), and the Coalition for Content Provenance and Authenticity (C2PA). 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. 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

View source version on businesswire.com: https://www.businesswire.com/news/home/20250227138927/en/

Media Contact: Jessica Bellucci, jbellucci-c@sbgtv.com

Source: Sinclair, Inc.

FAQ

How is Sinclair implementing AI translation in its local newscasts?

Sinclair is using real-time AI-powered translation technology to convert local newscasts into Spanish, available through their stations' YouTube channels in four test markets.

Which Sinclair stations are currently testing the AI translation service?

The service is being tested at WBFF (Baltimore), KABB (San Antonio), WPEC (West Palm Beach), and KSNV (Las Vegas).

What languages are currently supported by Sinclair's AI translation system?

The current implementation supports translation from English to Spanish for live newscasts.

How can viewers access Sinclair's AI-translated newscasts?

Viewers can access the translated broadcasts through their local Sinclair station's YouTube channel in participating markets.

What other AI initiatives has Sinclair implemented before this translation service?

In 2024, Sinclair used AI translation for 'Petko Unfiltered' on Tennis Channel and for severe weather coverage during Hurricane Milton at WPEC.