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Now has about 40% of household coverage that would now give about 70%. >> that is correct. >> you know, we talked about if they had done this, frank, and they said it was commentary and they labeled it that way instead of having news anchors read it as if it was fact, would that be a different story? >> not really, no. i think when you're talking about -- it's one thing if you're cnn or fox or msnbc and you want to take a position. you're a channel. but these are multiple stations, and the only thing that would have made it transparent enough to make some sense was if they said this is somethi...

But these are multiple stations, and the only thing that would have made it transparent enough to make some sense was if they said this is something we're putting across the sinclair network and been flat out about that. if they wanted to communicate the dedication and commitment to reporting real news in real journalistic terms that should have been a memo that went to the editorial staff that said we now support and we're going to back this reporting. and put that in your editorial process. >> the problem is when they mentioned pope endorses trump and the pizzagate they could have said it wa...

Quote, is suickens me the way sn consider claire is is encroa encroaching upon trusted news brands in rural markets. so dangerous is the sinclair intrui intrusion into that trust? what is the danger in your view? >> sinclair is not marketing itself as a biased or partisan news networks. when viewers in their local markets tune in to see a sinclair network, it will be branded abc or fox or another network. they don't know that sinclair is pushing a branded message. it would be like going to the supermarket and buying cheerios