The Media Odyssey

Dan Callahan, GVP of National Advertising Sales at Spectrum Reach, joins to tackle the fascinating world of addressable advertising. He explains why zero-party data is becoming the gold standard, noting its superior accuracy over traditional methods. The discussion highlights the shift from addressable being a niche tactic to a foundational strategy in ad sales. Callahan also emphasizes the value of collaboration in the industry and the return of bundling strategies amidst media fragmentation.

Join Katrina Craigwell, head of product at Chase with a rich marketing background, and Jazz Pitcairn, writer/director passionate about global affairs, as they unravel the secrets to thriving in today's dynamic media landscape. They discuss the power of transferable skills and lifelong learning in navigating career transitions. The duo emphasizes adaptability and the crucial role of networking in opening doors to new opportunities. Prepare to be inspired by their insights on turning challenges into stepping stones for success!

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=ukCheck out her podcast, "Kids Media Club" https://podcasts.apple.com/us/podcast/kids-media-club-podcast/id1573404550Key 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 Attention Spans: Kids don’t lack attention—they lack interest in outdated formats.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/2LCWfX2HBNT8mtpx8Connect 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 (00:30) - Guest's Background and Expertise (02:13) - Evolution of Kids' Media Consumption (04:03) - Platform Preferences and Viewing Habits (07:41) - The Role of IP and Content Strategy (14:48) - The Creator Economy and Its Impact (24:53) - Adapting to Media Changes (27:15) - Conclusion and Podcast Wrap-Up

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 accessibilityin 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/2LCWfX2HBNT8mtpx8Connect 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 (00:54) - Welcoming the Guest: Alan Walk (01:54) - Discussion on TV OS Wars (02:51) - The Trade Desk's Entry into the Market (03:17) - Challenges in the US Market (05:12) - Sonos and the Volume Game (05:59) - Apple's Struggles in the TV Market (09:01) - Big Tech's Role in TV OS Wars (11:00) - Independent OS Players (13:42) - Content Hubs and Advertising (17:44) - Challenges in CTV Advertising (23:39) - Shoppable TV: Current State and Future (26:39) - Upcoming Events and Expectations (29:15) - Conclusion and Farewell

Paul McGrath, Senior Director of Entertainment Strategy and Audience Development at CBC, shares the broadcaster's compelling transition to digital media. He reveals how CBC embraced YouTube as a key platform, resulting in a 65% increase in total watch time. Paul discusses the successful launch of CBC Gem and the effective 'test and learn' strategy that mitigated fears of content cannibalization. He emphasizes the importance of long-form content in audience engagement and details their innovative 'flywheel strategy' to connect with younger viewers and boost monetization.

In this discussion, Jonas Engwall, CEO of Bedrock, a pioneering streaming technology company, sheds light on the evolving European streaming landscape. He reveals how local broadcasters are innovating to compete with global giants and emphasizes the importance of cooperation over competition. Topics like generational shifts in viewing habits, the significance of user experience, and the need for tailored content highlight the complexities of the market. Engwall also shares insights into Bedrock’s role in shaping the future of streaming in Europe.

In a thought-provoking discussion, Ioanna Protogiannis, Sr. Director at LG Ad Solutions, dives into the crucial role of first-party data and real-time measurement in transforming campaign strategies. The conversation sheds light on the shift towards digital platforms like YouTube and Amazon as brands become more cautious in their advertising investments. Ioanna emphasizes the importance of smart segments for optimizing ad performance and navigates the evolving dynamics of the Upfronts season in today's uncertain economic landscape. Expect insights that will reshape your approach to media and advertising!

The hosts explore Canal+'s ambitious global expansion in Asia and Africa while battling high content costs. They discuss the company's innovative subscription models and strategic shifts, including app enhancements. In contrast, Comcast faces challenges with stagnant broadband and a controversial spin-off of low-margin cable networks. The analysis highlights the broader struggle of legacy media adapting to a digital-first world, revealing insights on how both companies navigate their respective market environments.

Callie Chanel, Founder of SwipeFinder, shares her innovative vision for transforming streaming experiences. The discussion highlights the frustrations users face with content discoverability on various platforms. Callie introduces her Tinder-style app that simplifies the search for what to watch next while exploring fresh monetization pathways for streamers. The conversation also delves into the impact of user interface design on viewer engagement and the rise of super apps as essential players in the entertainment landscape.

Join Ryan Afshar, VP at LG Ad Solutions, as he reveals how television manufacturers are transforming the content landscape. He discusses the rising influence of Free Ad-Supported Streaming Television (FAST) and how it shapes viewing behaviors. The conversation dives into the shift from traditional advertising to connected TV investments, highlighting new opportunities for content creators and advertisers. Ryan also touches on the nostalgic elements driving audience engagement and the importance of adaptation in this evolving media economy.