Sinclair Broadcasting Jumps Into Podcasting

Sinclair Broadcast Group has announced an expansion of the company’s digital executive leadership team with the creation of two new positions. Richard Cooke was named VP, Audio Programming and Lou Ferrara was elevated to VP, Consumer Data and Strategy. Both positions will report to Kevin Cotlove, EVP and Chief Digital Officer.

“Lou and Richard bring a wealth of experience in content development and user engagement to the company, and we’re thrilled to have them in new roles supporting Sinclair’s continued focus on digital audience and revenue growth,” said Cotlove. “Their work will be a key part of expanding consented first-party data across our digital ecosystem and delivering new types of storytelling to our users.”

As VP, Audio Programming for Sinclair, Cooke will be focused on growing the company’s news and sports business in podcasts, audio device platforms and other areas of audio distribution. Cooke joins Sinclair from podcast studio Cadence13, where he was VP of Programming and Development. At Cadence13 he oversaw the launch and growth of dozens of podcasts across a variety of content categories, winning multiple Streamy and Webby awards. He developed programing alongside a broad group of talent including Tom Brady, Doc Rivers, CJ McCollum, David Spade and Emma Chamberlain. Prior to his time at Cadence13, Cooke launched the podcast division at FOX Sports, managing podcast production, sales and growth strategies for the company. He has also worked as a producer at ESPN across radio, TV, and digital. Cooke holds a Bachelor of Arts in Mass Communications and Media Studies from the University of Connecticut.

“I could not be more excited to join the Sinclair family to help guide our audio strategy. Sinclair has long offered premium content across a variety of verticals. I’m looking forward to utilizing audio and podcasting, one of the fastest growing mediums for content, to continue expanding our offerings to our audience,” said Cooke.

As VP, Consumer Data and Strategy, Ferrara will now oversee the company’s consumer data platforms, enabling new personalized services for Sinclair’s digital audience and powering expanded marketing and sales capabilities. Ferrara, who joined Sinclair in 2018, previously managed Sinclair’s email and newsletter business and operations. Prior to his roles at Sinclair, he served as Chief Content Officer at Bankrate.com, during the brand’s turnaround and subsequent sale to digital marketing company Red Ventures. He also spent ten years at the Associated Press, where as a VP he oversaw a wide swath of the news agency’s digital transformation and content areas. Ferrara holds a Bachelor of Science in Journalism from the University of Maryland.