Sinclair Begins Generative AI Usage
April 09 2024 - 10:00AM
Business Wire
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
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Jessica Bellucci jbellucci-c@sbgtv.com
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