According to Sinclair Broadcasting Group, it’s doing a service to its viewers by requiring the many local TV news stations it owns to air unabashedly pro-Trump propaganda on a regular basis.

The local TV news giant has been pushing a right-wing slant on local television stations across the country for years. Owned by the Smiths, a family of longtime Republican donors who have all the ambition of News Corp.’s Rupert Murdoch but a much lower profile, Sinclair has mostly flown under the radar. But following the election of President Donald Trump, the network has begun adopting the playbook Roger Ailes used to turn Fox News into a conservative media goliath.

Over the last few months, Sinclair has been requiring its stations to run more commentaries from pro-Trump personalities and expanding its reach to greater numbers of unassuming viewers in new local media markets. Now it’s defending these clear moves to mimic the aspiring state media over at Fox with warped, brainwash-y logic: The conservative propaganda it pushes on its viewers is necessary because the rest of the media is biased.

Politico’s Hadas Gold obtained a new internal memo from Sinclair executive Scott Livingston declaring that much of the recent reporting about Sinclair’s moves to expand right-wing local news is “false.”

In the memo, Livingston said the network’s right-wing commentary segments “provide a viewpoint that often gets lost in the typical national broadcast media dialogue.” His memo closed with an attempt to cast recent criticism of Sinclair as illegitimate and perpetrated by “biased” reporters seeking to “destroy our reputation.” On and off-screen, it’s Sinclair vs. the world:

“What we find most troubling in the reporting about our company, by major media outlets (like the New York Times and Washington Post), is the omission of key facts in their stories,” Livingston wrote. “Such omissions suggest the existence of either journalistic incompetency or editorial bias. We do not believe these journalists are incompetent, so we are left to conclude that they are biased.

“We are proud to offer a range of perspectives, both conservative and liberal — to our consumers — -on our Sinclair broadcast stations each day. It is unfortunate that so many of our competitors do not provide the same marketplace of ideas,” he continued. “Our commitment is to tracking the truth, providing context and perspective in our reporting and serving our communities with valuable and, at times, life-saving information. We value our viewers and our journalists who work hard each day to serve the communities in which they live — -all across this great country. It’s concerning and troubling that so many once trusted news organizations continue to push false narratives with an agenda to destroy our reputation and discredit the great journalism across our company.”

Like Ailes before him, Livingston hopes that he can garner ratings by presenting his network as “fair and balanced” in opposition to the mainstream press. But here are the undeniable, troubling facts about the direction Sinclair is taking:

• Months after hiring former Trump aide Boris Epshteyn as its chief political analyst, Sinclair announced it would be increasing the number of times per week that Epshteyn’s right-wing commentary segment, “Bottom Line with Boris,” must air on its local stations. Media critic David Zurawik has described these segments as “as close to classic propaganda as I think I have seen” over his 30-year career.
• “Bottom Line with Boris” is one of three regular Sinclair segments considered to be “must run” content, meaning that all Sinclair stations are required to air them. The other two segments are “Behind the Headlines” with conservative commentator Mark Hyman and a fearmongering “terrorism alert desk.” The practice has raised concerns from experts and employees at local Sinclair stations.
• Sinclair is currently seeking to acquire Tribune Media for $3.9 billion, a move that would make Sinclair the largest provider of local television news in the country. The potential acquisition, by the way, is possible only because of a Trump administration move to roll back Obama-era consumer regulations.

It’s clear that Sinclair is attempting to push an increasingly skewed view of the news to an ever-expanding audience in regions across the country. And this isn’t Livingston’s first time lashing out at non-Sinclair outlets. Back in March, Livingston set this tone by narrating a strange “must run” segment warning viewers about “biased and false news” from “members of the national media.”

The “must run” segments are not just run-of-the-mill conservative “commentary”

While Livingston is trying to pass off the must-run segments as merely conservative commentary, there’s no doubt that the Epshteyn and Hyman segments are straight-up propaganda. In recent weeks, neithercommentator seems to have aired a segment touching on possible collusion between members of the Trump camp and Russia, despite frequent bombshells on the top story. (In June, Hyman’s take on Russian meddling in the election was: “We do it. Russians do it. Everyone does it. Meddling in another nation’s democratic elections is actually routine behavior.”) They’ve also had little to say about the dangerously inept Republican effort to repeal and replace the Affordable Care Act, a major news story and a Trump administration priority gone wrong. (Epshteyn’s most recent segment, as of publication, is a confused critique of net neutrality. Hyman’s is about why raising the minimum wage in Seattle is bad.)

At its very worst, the Sinclair “must run” strategy also attempts to drive a wedge between local audiences and the facts. Both Epshteyn and Hyman have found time to produce several segments each since Trump’s inauguration attacking mainstream media outlets in a direct echo of both their employer’s rhetoric and Trump administration talking points. Epshteyn even cheered Trump’s threat to scale back White House press briefings last month, calling the briefings “a circus and a distraction.”

And at its very, very worst, Sinclair is sneaking the very lowest in fringe, far-right commentary into the living rooms of unsuspecting Americans who did not sign up for it. The most devastating example is this must-run segment from April, in which Mark Hyman alludes to the heinous far-right conspiracy theory about the death of DNC staffer Seth Rich.

The Hyman and Epshteyn segments are doing the dirty work of pushing Sinclair’s openly pro-Trump agenda and anti-media propaganda efforts to unknowing local television viewers on the regular.

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