Marketecture: Get Smart. Fast. Episode 144: Rich Greenfield on the State of Dying Media and What’s Going on with Paramount
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Oct 17, 2025 
Rich Greenfield, a media analyst at Lightshed Partners, dives into the challenges faced by traditional media in a tech-driven world. He discusses Larry Ellison's pivotal role in media investments and the uncertain landscape surrounding TikTok's U.S. operations. Rich also highlights Paramount's struggles with content engagement and the importance of acquiring platforms over just more content. The talk shifts to the Trade Desk’s Ventura OS and potential AI impacts on advertising, revealing a rapidly evolving media ecosystem.
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Larry Ellison’s Strategic Media Web
- Larry Ellison wields outsized influence by funding Skydance, supporting Paramount, and investing in TikTok's U.S. restructure.
- His capital and AI ambitions create strategic links across media, distribution, and technology.
Content Alone Won’t Fix Legacy Media
- Buying more content (Warner Bros.) increases library size but does not solve underlying tech and distribution weaknesses.
- Platforms and customer ownership (devices/OS) matter more than more content alone.
Prioritize Tech Hires Over Legacy Roles
- Hire tech-native executives and prioritize engineers as top talent to modernize media businesses.
- Replace outdated roles and skills rapidly to build products that win time spent and audience engagement.