Sinclair has a number of suits out at NAB in Las Vegas that are showing and pitching the future of television. 

Sinclair is very much behind the technology known as ATSC 3.0, or Next Gen TV.

ATSC is a quantum leap for the set of standards by which local broadcasters send their signals. The technology is capable of customizing what different viewers within the same market can see, enabling nifty content like weather reports that vary from neighborhood to neighborhood and revenue-rich targeted advertising opportunities. The new technology can also support multichannel audio, 4K HDR resolution video and beam to a wide range of devices beyond TVs, even those on the move in cars.

“It’s going to take a couple of years to find the secret sauce but broadcasters are going to flock to opportunities that represent new and enhanced monetization,” said Mark Aitken, VP of advanced technology at Sinclair, in a panel discussion at NAB on Tuesday.

But, while Sinclair was hoping that Next Gen TV would be dominating the company headlines, it's not. 

Variety writes as public-relations nightmares go, it’s hard to top the one that can’t seem to die down at Sinclair Broadcast Group.

First you had the story that Sinclair was forcing their Anchors to read a script that they were not allowed to change and basically bashed the rest of Journalists outside Sinclair. 

Then you had a story saying that Sinclair boss David Smith told Trump that his company is here to get out his message. 

While the company maybe on the footsteps of the next technology, one can only wonder how they plan on using it?

The company has shown that they can't be trusted from a journalism point of view and they also can't seem to get out of their own way when it comes to blunders. 

It's as if Barney Fife is running the company. 

H/T Variety