This week on The Media Odyssey podcast, Evan and Marion join to delve into the fast-evolving world of digital content distribution, with a behind-the-scenes look at one of YouTube’s most powerful enablers: Merzigo. Joining the show is Dilip Bala, SVP & GM of Merzigo U.S., to unpack how the company helps IP owners—from broadcasters to studios—unlock serious revenue and global reach through platform-specific strategy, content optimization, and data-driven localization.

From reviving old dramas with fresh life to proving that YouTube can actually boost TV ratings, this episode is packed with surprising insights and real-world case studies—including why Facebook might just be the industry's best-kept secret. If you're navigating the future of media, this is one conversation you don't want to miss.

Thank you Dilip for joining the pod!
Dilip Bala: LinkedIn

Key Takeaways:

• YouTube is an Undervalued Powerhouse:
   Traditional broadcasters still hesitate to fully embrace YouTube, but as Merzigo’s success shows, the platform offers massive global reach and revenue potential—especially when content is tailored to platform-specific behaviors.
• Localization Unlocks Global Growth:
   Merzigo’s strategic dubbing and cultural adaptation of content—especially for diasporas in high-CPM markets—has turned back-catalog shows into unexpected global revenue drivers.
• Facebook is a Sleeper Opportunity:
   Often overlooked, Facebook still offers massive scale. With the right short-form strategy, content can thrive—especially in reality and game show formats optimized for sharing and mobile-first viewing.
• Same Content, Different Audiences:
   The exact same show can reach entirely different demographics across platforms—YouTube often captures younger viewers that traditional TV and even FAST channels struggle to reach, highlighting the need for multi-platform distribution strategies.

Interested in sponsorship? https://forms.gle/2LCWfX2HBNT8mtpx8

Connect with us on Linkedin:
Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/
Marion Ranchet - https://www.linkedin.com/in/marionranchet/

Newsletters:
Marion Ranchet - https://marionranchet.substack.com/
Evan Shapiro - https://eshap.substack.com/

• (00:00) - Introduction

This week on The Media Odyssey Podcast, Evan Shapiro and Marion Ranchet reunite to tackle one of the hottest debates in advertising: Which ads actually work—and why? Joined by Dan Callahan, GVP of National Advertising Sales at Spectrum Reach, they dive deep into the evolving world of addressable advertising, the rise of zero-party data, and why transparency and performance now rule the media landscape. From the addressable table of elements, to the return of the bundle, and the future of targeting, this episode is a must-listen for folks looking to understand today's must-have strategy in ad sales.

Thank you Dan for joining the pod!
Dan Callahan: LinkedIn

Key Takeaways:

• Not all data is created equal:
   Deterministic, "zero-party" data from providers like Spectrum Reach (collected directly from subscribers) is proving more accurate and valuable than probabilistic sources like IP addresses or outdated email data.
• Addressable is how, not what:
   Addressable advertising is evolving from a niche tactic to a foundational strategy, defined by how data and targeting are applied across both linear and streaming environments. To explore the Addressability Periodic Table, visit: https://eshap.substack.com/p/addressabletable
• Collaboration beats competition:
   Initiatives like Go Addressable, where rivals join forces to standardize and promote addressable advertising, highlight how cooperation is key to scaling and educating the market.
• The return of the bundle:
   As fragmentation and churn plague streaming, cable and MVPDs are regaining appeal by offering aggregated access, greater convenience, and robust data-backed advertising options.

Visit https://goaddressable.com/report/addressable-tv-advertisings-growing-role-in-the-upfronts/ for more info on their recent event, "Go Addressable."

Interested in sponsorship? https://forms.gle/2LCWfX2HBNT8mtpx8

Connect with us on Linkedin:
Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/
Marion Ranchet - https://www.linkedin.com/in/marionranchet/

Newsletters:

Marion Ranchet - https://marionranchet.substack.com/
Evan Shapiro - https://eshap.substack.com/

Double duty! This week, Evan sits down with Katrina Craigwell, head of products at JP Morgan Chase, and acclaimed writer/director Jazz Pitcairn to discuss building resilient careers, making bold pivots, and the power of curiosity, networks, and hustle in a rapidly shifting industry.

Whether you’re looking to make a career transition, advance in your current field, or just stay ahead of the curve, Katrina and Jazz offer actionable advice to help you thrive in today’s fast-paced world. Tune in for an inspiring discussion on how to turn challenges into opportunities and keep your career evolving.

Thank you Jazz for joining the pod!

Jazz Pitcairn: https://www.linkedin.com/in/jazz-pitcairn/
Check out Jazz’s website here: www.jazzpitcairn.com

Check out Ivan, Jazz’s directorial debut, here: Ivan website: www.theivanfilm.com

Thank you Katrina for joining the pod!
Katrina: https://www.linkedin.com/in/katrinacraigwell/

Check out Katrina’s podcast “Am I On Mute” here: https://podcasts.apple.com/gb/podcast/am-i-on-mute/id1676637019

Key Takeaways:

• Transferable skills are power: Recognizing and leveraging core strengths—like storytelling, communication, and strategic thinking—enabled both Katrina and Jazz to navigate across industries and roles with confidence.
• Networks open doors: Strong professional relationships and consistent, genuine outreach led to career-defining opportunities and long-term support.
• Adaptability is essential: From layoffs to visa challenges to switching industries, success comes from embracing uncertainty, learning quickly, and staying open to change.
• Timing matters: Seizing opportunities quickly—like responding to job leads right away or being the first to follow up—proved crucial in standing out and moving forward.

Interested in sponsorship? https://forms.gle/2LCWfX2HBNT8mtpx8

Connect with us on Linkedin:
Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/
Marion Ranchet - https://www.linkedin.com/in/marionranchet/

Newsletters:
Marion Ranchet - https://marionranchet.substack.com/
Evan Shapiro - https://eshap.substack.com/

• (00:00) - Introduction and Podcast Overview

Jo Redfern, a kids media veteran and Founder of Futrhood Media, joins the pod this week for a deep dive into the future of youth content and the evolving business models shaping it. From launching Peppa Pig and leading BBC Children’s brands to advising global sports leagues and creators, Jo brings decades of frontline insight into the radical transformation of how young audiences engage with content. They unpack the rise of YouTube and Roblox, the creator economy’s growing dominance, and why IP owners must now think like marketers, developers, and distributors across every platform.

Learn why attention spans aren’t dying—they’re evolving—and how hits like Bluey, Miss Rachel, Amazing Digital Circus, and Kid Cowboy signal a shift from traditional commissioning to iterative, audience-first storytelling. It’s a masterclass in kids content, creator strategy, and the business of staying relevant in a fractured, always-on media ecosystem.

Thank you Jo for joining the pod! https://www.linkedin.com/in/joredfern/?originalSubdomain=uk
Check out her podcast, "Kids Media Club" https://podcasts.apple.com/us/podcast/kids-media-club-podcast/id1573404550

Key Takeaways: 

• Interest Spans > Attention Spans: Kids don’t lack attention—they lack interest in outdated formats. When content is relevant, their engagement is deep and sustained, especially on platforms like YouTube and Roblox.
• YouTube is Now 'Prime Time' for Kids: For Gen Z and Gen Alpha, YouTube is the default TV. It’s their entertainment source, search engine, and learning platform—often consumed on connected TVs, not just phones.
• Fluid, Platform-Agnostic Consumption: Young audiences navigate seamlessly across YouTube, TikTok, Roblox, Netflix, and Disney+. Barriers like subscriptions or clunky interfaces lose them fast.
• YouTube is a Launchpad for Franchises: Hits like Cocomelon, Amazing Digital Circus, and Mighty Little Bheem started on YouTube, proving it’s the new R&D lab for global IP development.
• Studios Must Think Like Creators: Success now requires a “husk and all” approach: full IP strategy across TikTok, YouTube, streaming, merchandise, and live events. Creators test, iterate, and engage nimbly—traditional media must adapt or fall behind.
• Fragmentation Is the New Normal: There is no single path to scale anymore. Smart media companies build infrastructure to serve many niches well, instead of trying to serve mass audiences with a one-size-fits-all model.

Interested in sponsorship? https://forms.gle/2LCWfX2HBNT8mtpx8

Connect with us on Linkedin:
Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/
Marion Ranchet - https://www.linkedin.com/in/marionranchet/

Newsletters:
Marion Ranchet - https://marionranchet.substack.com/
Evan Shapiro - https://eshap.substack.com/

• (00:00) - Introduction and Special Guest Announcement

In this episode of The Media Odyssey, host Marion Ranchet welcomes Media Analyst and TVREV Co-Founder Alan Wolk for a deep dive into the ever-evolving Connected TV landscape. Marion and Alan dissect the current lull in CTV innovation, the strategic missteps of new entrants like The Trade Desk, and the rising competition among legacy OS manufacturers, big tech players, and fast-growing indie platforms like Titan and TiVo. They also explore how fast channels, contextual advertising, and shoppable TV are shaping the industry's future—and why measurement, monetization, and buyer confusion remain major hurdles. From Roku’s platform revenue power play to Amazon and Google’s growing ambitions, this candid conversation maps out the power dynamics defining the TV OS wars.

Thank you Alan for joining the pod!
https://www.linkedin.com/in/alanwolk/

For more on TVREV:  https://www.linkedin.com/company/tv-r-ev/

Alan Wolk:
Alan Wolk is Co-Founder and Lead Analyst at the legendary media analyst firm TVREV. Wolk has established himself as one of the industry's most influential thought leaders, especially noted for his deep understanding of the intersection of streaming and advertising. What sets Wolk apart is his unique ability to demystify complex ideas in a manner that's easily understandable yet never oversimplified. This talent makes him a sought-after writer, speaker, and consultant, striking a rare balance between depth and accessibility
in his communications. He regularly speaks about the future of television, both at conferences and to anyone who’ll listen.

Key Takeaways: 

• The Trade Desk’s failed attempt to enter the TV OS space highlights just how tough it is to crack a market dominated by legacy players and bundled ecosystems.
• Without consolidation, the fragmented TV OS landscape—spanning big tech, OEMs, and indie platforms—risks stalling innovation and confusing consumers.
• CTV still hasn’t delivered on its promise of precision targeting, with broken measurement standards and unreliable data holding back growth.
• Despite the hype, shoppable TV hasn’t taken off—because no one wants to pause a show in front of friends to buy sunglasses.
• Indie OS players like TiVo, Titan, and Whale are using FAST channels and contextual ad tech to differentiate and win over TV manufacturers.

Interested in sponsorship? https://forms.gle/2LCWfX2HBNT8mtpx8

Connect with us on Linkedin:
Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/
Marion Ranchet - https://www.linkedin.com/in/marionranchet/

Newsletters:
Marion Ranchet - https://marionranchet.substack.com/
Evan Shapiro - https://eshap.substack.com/

• (00:00) - Introduction and Host Change

In this episode of The Media Odyssey, Evan Shapiro and Marion Ranchet sit down with Paul McGrath, Senior Director of Entertainment Strategy and Audience Development at CBC, to explore how Canada’s public broadcaster is navigating the shift from linear to digital media. Paul shares the inside story of CBC’s strategic pivot toward YouTube as a major distribution and engagement platform. From launching CBC Gem to building out a portfolio of 50+ YouTube channels, McGrath explains how his team grew total watch time by 65%, with long-form content (20+ minutes) accounting for nearly half of total usage despite being only 20% of the uploads.

Key takeaways:

• CBC’s test-and-learn approach to windowing content across platforms
• Why fears of YouTube cannibalizing CBC Gem proved unfounded
• The data-backed “flywheel strategy” that drives younger audience reach and monetization
• CBC’s collaboration with YouTube and their evolving FAST and OTT revenue model

Thank you Paul McGrath for joining the pod!
https://www.linkedin.com/in/pfmcgrath/

Interested in sponsorship? https://forms.gle/2LCWfX2HBNT8mtpx8

Connect with us on Linkedin:
Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/
Marion Ranchet - https://www.linkedin.com/in/marionranchet/

Newsletters:
Marion Ranchet - https://marionranchet.substack.com/
Evan Shapiro - https://eshap.substack.com/

• (00:00) - Introduction and Myth Busting

In this episode of The Media Odyssey, Evan Shapiro and Marion Ranchet travel to Lyon, France to sit down with Bedrock CEO Jonas Engwall to explore how European broadcasters are quietly leading a streaming transformation. From free, ad-supported platforms to collaborative infrastructure, the trio unpacks why Bedrock’s tech backbone is helping legacy media compete with global giants — and why Europe’s streaming future may lie in radical cooperation over direct competition.

For more on Bedrock...
https://bedrockstreaming.com/

Thank you Bedrock CEO Jonas Engwall for joining this week's pod!
https://www.linkedin.com/in/jonas-engwall/?originalSubdomain=fr

Interested in sponsorship? https://forms.gle/2LCWfX2HBNT8mtpx8

Connect with us on Linkedin:
Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/
Marion Ranchet - https://www.linkedin.com/in/marionranchet/

Newsletters:
Marion Ranchet - https://marionranchet.substack.com/
Evan Shapiro - https://eshap.substack.com/

• (00:00) - Introduction and License Fee Discussion

Is Digital Still A Safe Bet?
From economic uncertainty to the rise of connected TV, Evan Shapiro and Marion Ranchet predict a more cautious, data-driven Upfronts season where flexibility trumps tradition. With brands holding back big commitments, digital giants like YouTube, Meta, and Amazon stand to gain as safer, more measurable bets.Evan forecasts a continued move away from chunky upfront deals in favor of platforms that offer agility and proven ROAS. The Media Odyssey welcomes Ioanna Protogiannis (Sr. Director, Measurement and Reporting Solutions at LG Ad Solutions) who highlights the growing importance of first-party data, smart segments, and real-time measurement in campaign planning.

Thank you Ioanna Protogiannis for joining this week's pod!
https://www.linkedin.com/in/ioanna-protogiannis/

Interested in sponsorship? https://forms.gle/2LCWfX2HBNT8mtpx8

Connect with us on Linkedin:
Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/
Marion Ranchet - https://www.linkedin.com/in/marionranchet/

Newsletters:
Marion Ranchet - https://marionranchet.substack.com/
Evan Shapiro - https://eshap.substack.com/

• (00:00) - Introduction and Debate Teaser

In Episode 14 of The Media Odyssey, Marion Ranchet and Evan Shapiro conduct a deep dive on the evolving strategies of Canal+ and Comcast. Canal+ stands out for its global expansion—especially in Asia and Africa—despite challenges with high content costs and navigating a digital shift. Comcast, on the other hand, is facing broadband stagnation and controversy over its decision to spin off low-margin cable networks into a new company, raising concerns about long-term growth. Both companies reflect the broader struggle of legacy media adapting to a user-driven, digital-first world. Check out this week's episode to hear more! 

Interested in sponsorship? https://forms.gle/2LCWfX2HBNT8mtpx8

Connect with us on Linkedin:
Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/
Marion Ranchet - https://www.linkedin.com/in/marionranchet/

Newsletters:
Marion Ranchet - https://marionranchet.substack.com/
Evan Shapiro - https://eshap.substack.com/

• (00:00) - Introduction and Strategic Advice

In this episode of The Media Odyssey podcast, Evan Shapiro and Marion Ranchet dive into the frustrating user experience of streaming platforms and the growing crisis in content discoverability. With insights on interface design, consumer behavior, and the rise of super apps, Marion and Evan explore how platforms like Roku and Amazon are the new gold standard in the entertainment landscape. In a very special segment, guest Calle Sjönell introduces Swipefinder, a Tinder-style app that helps users find what to watch faster—while unlocking new monetization opportunities for streamers.

To learn more about Swipefinder - https://www.swipefinder.com/

Interested in sponsorship? https://forms.gle/2LCWfX2HBNT8mtpx8

Connect with us on Linkedin:
Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/
Marion Ranchet - https://www.linkedin.com/in/marionranchet/

Newsletters:
Marion Ranchet - https://marionranchet.substack.com/
Evan Shapiro - https://eshap.substack.com/

• (00:00) - Introduction and Podcast Welcome