The Media Odyssey

On this episode of "Chatting at SXSW", Evan Shapiro sits down with Steve Bagdasarian, Chief Commercial Officer of Comscore. They discuss the shift from traditional broadcast measurement to cross-platform, the increasing role of programmatic advertising and psychographic-based targeting, as well as the evolving landscape of media measurement and advertising, focusing on multi-currency vs. multi-measurement models and how Comscore differentiates itself with its granular, locally-driven measurement approach.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 Guest Introduction (00:18) - Role and Responsibilities of a Chief Commercial Officer (00:57) - Measurement and Cross-Platform User-Centric View (01:12) - Panel Discussion on User-Centric Era (01:22) - CommScore's Differentiation in the Market (01:31) - Future of Measurement and Media Buying (03:26) - Granular Data and Programmatic Media (03:46) - Market Intelligence and Future Predictions (05:44) - Optimization and Personalization in Media (07:00) - Investment Strategies for Upfronts and New Fronts (07:45) - Conclusion and Final Thoughts

Mike Sid (Senior Business Acceleration Office at Ateliere) joins Evan Shapiro at SXSW 2025!  The conversation touches on the evolving media landscape, emphasizing how creators must adapt to multi-platform distribution and fast-paced content demands. Ateliere helps do just that. Mike Sid highlights how Ateliere’s technology enables both small creators and large production companies to improve workflow efficiency, reduce costs, and accelerate content delivery. Their tools allow remote collaboration, real-time editing, and rapid content turnaround, making professional-grade production more accessible. 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 Event Overview (00:29) - Introducing Atelier and Its Products (00:40) - Live Production Revolution (01:30) - Simplifying Content Distribution (01:59) - Empowering Creators with Atelier (03:00) - Professional Grade Production for All (03:33) - Customization and Flexibility in Production (04:06) - Panel Discussion Preview (05:14) - Reality TV and Modern Content Challenges (07:05) - Remote Production Innovations (08:10) - Conclusion and Thanks

In this episode of "Chatting at SXSW", Evan Shapiro interviews Ruth Berry, President of Global Partnerships & Zoo 55 at ITV Studios, about the network's evolving content strategy. Berry explains how ITV Studios, which operates in 13 markets with 60 production companies, is adapting to changing viewer habits by expanding into digital platforms through Zoo55, ITV’s digital studio. Zoo55 helps repurpose existing content—like Love Island, Hell’s Kitchen, and River Monsters—to reach new, younger audiences on platforms such as YouTube, gaming, and FAST channels. She highlights how audiences now consume long-form content in non-traditional ways, with YouTube on connected TVs becoming a significant distribution method. Berry also emphasizes the importance of experimenting with digital engagement, noting that ITV's approach is to "test and learn" without fear of cannibalizing traditional television viewership. This strategy allows ITV to maximize the value of its content while staying ahead of industry shifts.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/

In this episode of "Chatting at SXSW", Evan Shapiro speaks with Lydia Daly, EVP, Head of Advertising Research and Insights at Paramount, about how brands navigate the rapidly evolving cultural landscape. Daly's team studies audience behaviors, market trends, and cultural shifts to help advertisers make informed, data-driven decisions. She highlights the increasing velocity of cultural change, where trends emerge and disappear quickly, making it challenging for brands to determine when and how to engage. Daly emphasizes that brands must develop social listening capabilities, understand trend cycles, and establish clear brand guidelines to navigate this fast-moving space effectively. She also notes that partnering with established content creators or platforms can help brands stay relevant without taking on the full burden of trend management alone.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 Guest Introduction (00:22) - Role and Responsibilities at Paramount (01:29) - Audience Insights and Cultural Trends (02:03) - Generational Studies and Creative Strategy (03:11) - Velocity of Culture and Brand Adaptation (04:15) - Brand Strategies and Social Listening (05:24) - Understanding Trends and Signals (06:23) - Importance of Brand Guidelines (07:03) - Working with Publishers and Content Creators (07:38) - Panel Discussion and Closing Remarks

Anil Malhotra, co-founder of Bango and expert in global marketing, dives into the evolving landscape of subscription bundling. He reveals how consumer demand for flexible options is reshaping media. The conversation highlights the transition from traditional cable to on-demand subscriptions and the role of social media platforms. Anil shares insights from Bango’s research on 'super bundling,' discussing utility combined with entertainment and the importance of simplifying user experiences to avoid subscription fatigue.

Delve into the world of cross-platform measurement, a hot topic for ad buyers. Discover the challenges of fragmented data and inconsistent standards that complicate audience tracking. Debate whether competing measurement systems fuel innovation or create confusion in the rapidly changing media landscape. Explore global perspectives on TV measurement and the impact of streaming services on viewership. The necessity for collaboration among industry players to improve measurement tools and address evolving competition is a focal point.

Tony Marlow, CMO of LG Ad Solutions, discusses the evolving landscape of television advertising. He highlights the Big Shift from traditional TV to streaming, where viewers increasingly embrace ad-supported content. The conversation delves into shoppable TV and how AI is transforming marketing by enhancing targeted ads and user engagement. Marlow also explores psychological principles behind consumer preferences, revealing how relevant advertising can enhance viewer experiences. Tune in to discover the future of interactive TV and its impact on branding.

DISNEY, GOOGLE & SPOTIFY, OH MYMarion Ranchet and Evan Shapiro dissect Disney, Alphabet/YouTube, and Spotify’s 2024 earnings, exploring Disney's struggle for streaming profitability, digital ad trends, YouTube as TV-first platform, and Spotify’s surprise turnaround. TMO listeners receive a 100£ discount when they register for MIP London using the promo code:  MLONDAUOVIS-CClick HERE to get your ticket to the show TODAY!Sources: Disney QESpotify QEGoogle QE00:00 - Introduction  00:30 - MIP London Announcement02:24 - Disney 13:47 - YouTube & Alphabet (Google)26:56 - Spotify 39:14 - Closing Remarks & Final ThoughtsInterested 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/

FLY, EAGLES FLY!After an electric Super Bowl victory, Marion and Evan return to their mics to explore how streamers like Netflix and Amazon are shifting to mass-market content in a bid to capture advertising dollars—raising the question of, "Are streamers becoming the new traditional broadcasters?" With insights into the challenges of live sports streaming and the evolving strategies of media giants, this episode is all about the way we watch our teams. TMO listeners receive a 100£ discount when they register for MIP London using the promo code:  MLONDAUOVIS-CClick HERE to get your ticket to the show TODAY!« According to the declarative study, 37% of those who watched Ligue 1 this season did so illegally, via pirate streams broadcast via IPTV, encrypted messaging services such as Telegram, social networks, websites... Even more strikingly, 27% of those who illegally watch the French Football Championship have started doing so since this season. »Since we recorded, DAZN shared their latest results and posted a 830M operating loss. Len Blavatnik injected another 827M$ into DAZN. Profitability feels like a distant futureWATCH THE VIDEO POD ON OUR YOUTUBE - https://youtu.be/gcKfiFjy6ok00:00 Cold Open and Introduction00:43 Super Bowl Victory and Episode Overview01:08 Shoutout to Los Angeles and World Central Kitchen01:52 Basketball Talk and Personal Stories02:52 Impact of Sports Rights on Streaming04:57 Netflix and the Changing Content Landscape11:34 Streamers Shifting to Traditional TV Models14:09 Sports Bundles and Market Fragmentation19:01 Fragmentation in Media and Sports Broadcasting20:14 The Impact of Streaming on Traditional Broadcasting22:07 Technical Challenges in Streaming Major Events26:08 The Rise of Women's Sports32:05 The Financial Viability of Sports Streaming Services36:05 Piracy and Pricing Issues in Sports Broadcasting36:53 Concluding Thoughts and Future OutlookInterested 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/

Matt Risley, Managing Director of 4Studio at Channel 4, dives into the network's bold transformation of YouTube from a marketing tool to a primary content platform. He shares insights on how experimentation and data-driven decisions shape their strategy. The conversation also touches on the challenges of producing long-form content and the need to engage younger audiences. Risley highlights the importance of blending traditional and digital media while discussing innovative monetization tactics that drive viewer engagement.