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Sinclair Broadcast appoints executive to new chief revenue officer role

Sinclair Broadcast Group has appointed an executive in its digital group to the new role of chief revenue officer, the Hunt Valley-based company said Tuesday.

Rob Weisbord, who has led Sinclair Digital Group since January 2014 and worked in Sinclair management jobs since 1997, will start the job Jan. 1, the company said.

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Sinclair created the CRO position as its business has diversified and the company is seeking new revenue streams, said Chris Ripley, president and CEO. The company is awaiting regulatory approval of its proposed $3.9 billion takeover of Tribune Media Co., which the company has said will allow it to better compete in the digital age.

Tribune Media was formed in 2014 when Tribune Co., then the parent of The Baltimore Sun, split its broadcasting and publishing divisions into separate companies. The broadcast division became Tribune Media, while the publishing division, including The Sun, became Tribune Publishing, renamed tronc Inc. last year.

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As chief revenue officer, Weisbord will report to Ripley and help develop, execute and lead sales and revenue growth strategies for broadcasting, digital, advanced revenue and network sales. He will continue to oversee the digital group.

“Rob has consistently demonstrated his ability to see shifts in the marketplace and position us in advance of those changes, especially as we become multi-platformed and offer integrated sales packages,” Ripley said in an announcement Tuesday.

Weisbord started Sinclair’s digital business, serving as COO of the digital group since January 2014 and senior vice president since June, responsible for all web, mobile app and social media creation. He also oversaw the build-out of content and video management systems and established the company’s digital agency.

Prior to that, he served as vice president of new media, from June 2010 to January 2014, and as director of digital interactive marketing, from 2008 to 2010. Previous Sinclair management jobs included as regional group manager and general manager of the company’s Las Vegas stations DVMY-TV and DVCW-TV.

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“These are exciting times for broadcast television with the convergence of digital and linear platforms,” as well as the expected launch of a new broadcast standard that will enable high-definition broadcasting on mobile devices, Weisbord said in the announcement.

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