Dilip Bala, SVP & GM of Merzigo U.S., is an expert in optimizing revenue for IP owners. He shares insights on leveraging YouTube's untapped potential, revealing how localized content can drive substantial global growth. The discussion highlights the surprising role of Facebook as a sleeping giant in digital media, emphasizing the importance of platform-specific strategies. With real-world successes, Dilip showcases how old dramas can find new life and boosts in TV ratings through innovative distribution tactics.
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insights INSIGHT
Broadcasters Resist YouTube Adoption
Broadcasters hesitate to fully embrace YouTube due to fears like loss of control and potential cannibalization.
The workload and uncertainty of ROI also create resistance despite YouTube's reach and revenue potential.
question_answer ANECDOTE
YouTube Boosts Turkish TV Ratings
A Turkish family drama initially got modest TV ratings but grew into Turkey's number one show.
YouTube viewership on next-day episodes contributed to boosting the show's broadcast ratings.
question_answer ANECDOTE
Localization Revives Old Dramas
Merzigo revived an old high-budget Turkish drama by dubbing it into 50 languages.
Localization targeted diasporas in high CPM markets, generating significant unexpected revenue.
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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.
The Media Odyssey