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The company is spearheading an effort to create a skinny bundle without sports or news that consumers could access as a standalone digital service or through their cable TV provider.
The new ad offering, Audience Direct, will welcome publishers to list video ad inventory for sale from across their properties and to specify pricing.
The tech giants and others are all expanding their original content efforts, but not all of them are going to pan out.
Sinclair Broadcasting, known for its conservative politics, plans to acquire the WGN owner in a cash-and-stock transaction worth $43.50 per share, or $6.6 billion including debt.