Sinclair announces TBD TV rebrand

Sinclair (NASDAQ: SBGI) today announced that TBD TV will rebrand as ROAR on April 28. The new name completes the network’s shift to broadcasting ground-breaking comedy franchises that deliver the funniest, most memorable, uproarious humor on TV. ROAR will debut a bold new visual identity, including fresh on-air graphics, updated social media handles, and an immersive brand experience.

The new brand is the culmination of a strategic plan that kicked off in Q4 2023 to position the network as an alternative to traditional sitcom-based multicast networks. This included the acquisition of key anchor series Saturday Night Live, Whose Line is it Anyway, Key & Peele and Punk’d as well as distribution upgrades in the largest DMAs to big 4 network row channel positions including the FOX owned and operated stations in New York, Los Angeles, Chicago, Atlanta and Phoenix this past January.

The network has experienced record setting growth achieving its highest ratings to date in February 2025 across every key demographic and daypart. With +42% growth year-over-year, February was the highest rated month ever for the network. * Last month the network’s marathon tribute to SNL 50th Anniversary celebration was watched by 3.2 million viewers.**

“The launch of ROAR marks the completion of a plan we set in motion in 2023—to position the network as a clear alternative to the traditional sitcom-based multicast networks by broadcasting live, audience based, comedy franchises. The new identity truly reflects the network’s energy and ambition for audiences and advertisers alike,” said Adam Ware, SVP, Growth Networks Group.

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