By Joe Sheller / Guest Column

Back in July, comedian and media commenta­tor John Oliver ran a segment on his HBO show, “Last Week Tonight” that was highly critical of the Sinclair Broadcast Group. The company, which owns or operates nearly 200 televisions stations, including KGAN and KFXA in Cedar Rapids, was accused of slanting local news pro­grams by dictating content to its local stations.

Sinclair has made a notable practice of send­ing “must run” news segments to its stations. If you’re a viewer of CBS2 or FOX 28, odds are you’ve already seen the “Terror Alert Desk” and “Bottom Line with Boris” segments that occa­sionally air. (In full disclosure, the stations also air a weekly CBJ Report segment each Thursday.)

What particularly rankles many media critics, Oliver included, is the fact that Sinclair is poised to grow even larger. The company is attempting to buy more than 40 stations now owned by Tri­bune Media, including 39 of the country’s top 50 local stations, according to the Los Angeles Times.

I can understand Oliver and others being miffed at the prospect of the Sinclair deal. On KGAN, the company’s must-run segments often seem odd, especially in the morning newscast, when they pop into the program with little to no transition. Whether it’s the face of Boris Ep­shteyn, a former Trump campaign official and White House aide who was hired by Sinclair as its chief political analyst, or a report from Circa, a Sinclair-owned website, the segments can feel like an alien intrusion in an otherwise local broadcast.

What’s more, the content from Sinclair corpo­rate is almost universally right-wing in nature. The publicly traded company, headquartered in Balti­more, hires some of the most conservative jour­nalists in America for its news segments. There are even rumors that the Tribune merger may pave the way for Sinclair to partner with Breitbart News to launch a new conservative competitor to Fox News.

On Oct. 19, the LA Times reported that Tri­bune shareholders had approved the company’s acquisition by Sinclair. It should be noted that any merger would not include iconic newspa­per brands like the Chicago Tribune or the LA Times, both of which had previously been spun off into a new, separate company called Tronc (an abbreviation for “Tribune Online Content”).

To be honest, I can’t see the merger making a huge difference here in the Corridor. For one thing, we’ve been watching a Sinclair affiliate since the company bought KGAN in 1999. And none of our local TV stations are really locally owned, anyway – KCRG, formerly owned by The Gazette Co., was sold to Gray Television in 2015; KWWL is owned by Quincy Media, based in Illinois.

And while I don’t particularly care for the odd, abrasive segments Sinclair produces for its stations, I can still change the channel, just like any other viewer.

I do think it’s interesting that two years af­ter KCRG’s sale, another Corridor TV station is caught up in the media consolidation trend that has been playing out nationally.

Of course, the Sinclair-Tribune merger has not closed yet – although even without it, Sin­clair remains one of the largest television broad­casters in the country. The Federal Communica­tions Commission still has to approve the deal and recently extended the time period it gave itself to consider it.

Still, the smart money seems to say that to­day’s conservative FCC is not likely to stand in the way of the deal. TV station ownership rules are being loosened and regulations interpreted in a way that is most generous to the TV industry.

That’s hardly surprising or new, however. The relaxing of FCC rules began during the Reagan administration, and even as there’s anxiety over the growing influence of one company over lo­cal TV broadcasts around the country, it’s also true that news consumption itself is shifting way from traditional outlets. Sinclair may succeed in its bid for the Tribune Company’s TV stations, but the age of the smartphone and YouTube has diluted that influence greatly.

Will Sinclair rise to challenge Fox News on the right? And if so, will there be more “Bottom Line with Boris”-style programming on KGAN and KFXA? Personally, I hope not. I would prefer to see more stories about Corridor people and businesses – the bread and butter local broad­casting was built upon.

Joe Sheller is an associate professor of communication and journalism at Mount Mercy University in Cedar Rapids. He can be reached at jsheller@mtmercy.edu.

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Adam Moore

Adam Moore has been editor and chief content officer with the Corridor Business Journal since 2014. He has worked in a variety of news and trade journalism roles, most recently serving as managing editor of Interiors & Sources, a national trade publication serving commercial architects and designers. He received his bachelor’s degree in English from the University of Northern Iowa in 2006.