Audience-First Distribution Over Walled Gardens

Happy New Year from The Media Odyssey podcast! 

We're regifting this episode hosts Evan Shapiro and Marion Ranchet recorded live from IBC with Simon Farnsworth (ITV) and Adde Granberg (SVT), two CTOs (or as they call it, “Chief Transformation Officers”) reshaping European public broadcasting. The conversation explores how legacy broadcasters can adapt to a digital-first, fragmented world while facing off against trillion-dollar tech giants.

They discuss the shift from “doing digital” to “being digital,” how generative AI and cloud-based workflows can unlock beyond-human-scale production, and the biggest challenge broadcast is facing is mindset. Both guests stress that the real battle is cultural, not technical: broadcasters must abandon outdated standards, embrace platforms like YouTube and TikTok, and put audience needs, not legacy processes, at the center.

Key Takeaways:

1. From Tech to Transformation
   For Farnsworth and Granberg, a CTO’s role is less about gadgets and more about changing mindsets—translating the power of technology to boards and teams, and shifting organizations from “doing digital” to truly “being digital.”

2. Cloud, AI, and Beyond-Human Scale
   Generative AI, cloud production, and 5G enable content creation and distribution at scales humans can’t manage alone. From using AI to cast Love Island more efficiently, to producing Sweden’s iconic Vasaloppet ski race with drones over 5G, both ITV and SVT show how tech can cut costs, lower carbon footprints, and improve the creative product.

3. Break the Walled Gardens
   Too many broadcasters still cling to the idea that their own platform is the only destination. Farnsworth argues that distribution on YouTube, TikTok, and even Disney+ is additive, not cannibalistic—and essential to reaching younger audiences.

4. Mindset Over Standards
   The biggest barrier isn’t tech, it’s culture. Both CTOs stress the need to ditch outdated broadcast standards and industry obsessions with hardware, replacing them with audience-first, software-driven, cross-platform strategies. Without this shift, public broadcasters risk irrelevance.

5. Collaboration or Decline
   Europe’s broadcasters must collaborate more deeply, from projects like Freely in the UK to shared production and distribution tools. Competing with “death stars” like Google, Amazon, and TikTok requires pooling resources, not building new silos.

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Connect with us on Linkedin:

Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/

Marion Ranchet - https://www.linkedin.com/in/marionranchet/

The Media Odyssey Podcast - https://www.linkedin.com/company/the-media-odyssey-podcast

Simon Farnsworth: https://www.linkedin.com/in/simon-farnsworth-26521253/ 

Adde Granberg: https://www.linkedin.com/in/addegranberg/?originalSubdomain=se 

• (00:00) - Introduction to Media Odyssey Podcast
• (00:08) - What is IBC?
• (00:56) - Marion's IBC Experience
• (01:36) - Generational Divide in Media
• (04:59) - The Affinity Economy
• (06:15) - Redefining Broadcasting
• (07:35) - Introduction to Whale TV
• (08:03) - Whale TV's White Label Journey
• (09:44) - The Shift to Streaming
• (11:39) - Whale TV's Business Model
• (19:48) - Whale TV Plus Explained
• (21:59) - Advertisers and Connected TV Challenges
• (22:32) - Whale TV's Unique Advertising Opportunities
• (23:59) - Emerging Advertising Categories
• (25:34) - Balancing User Experience and Monetization
• (26:03) - Innovative Ad Formats
• (29:25) - Global Reach and Collaboration
• (30:56) - Industry Challenges and Future Directions
• (36:41) - Conclusion and Final Thoughts