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The Media Odyssey

The Media Odyssey

Evan Shapiro & Marion Ranchet
Veröffentlicht: 2025-04-24
© (c) 2025 The Media Odyssey
The Media Odyssey - QR Code
GratisNeu
24 Folgen
Audio
Anhören auf Apple Podcasts
GratisNeu
24 Folgen
Audio
Anhören auf Apple Podcasts
Veröffentlicht: 2025-04-24
© (c) 2025 The Media Odyssey
Aktuelle Folge
TESTING & LEARNING: The CBC Case Study

TESTING & LEARNING: The CBC Case Study

Länge: 38:29
Abspielen
In this episode of The Media Operator, Evan Shapiro and Marion Ranchet sit down with Paul McGrath, Senior Director of Entertainment Strategy and Audience Development at CBC, to explore how Canada’s public broadcaster is navigating the shift from linear to digital media. Paul shares the inside story of CBC’s strategic pivot toward YouTube as a major distribution and engagement platform. From launching CBC Gem to building out a portfolio of 50+ YouTube channels, McGrath explains how his team grew total watch time by 65%, with long-form content (20+ minutes) accounting for nearly half of total usage despite being only 20% of the uploads.
Key takeaways:
CBC’s test-and-learn approach to windowing content across platformsWhy fears of YouTube cannibalizing CBC Gem proved unfoundedThe data-backed “flywheel strategy” that drives younger audience reach and monetizationCBC’s collaboration with YouTube and their evolving FAST and OTT revenue modelThank you Paul McGrath for joining the pod! https://www.linkedin.com/in/pfmcgrath/
Interested in sponsorship? https://forms.gle/2LCWfX2HBNT8mtpx8
Connect 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 Myth Busting
(00:58) - Welcoming the Special Guest: Paul McGrath
(01:30) - Understanding CBC's Strategy and Operations
(03:01) - Funding Model and Streaming Focus
(03:59) - The YouTube Strategic Bet
(06:58) - Challenges and Concerns: Cannibalization
(09:47) - Implementation and Initial Steps
(11:50) - Content Strategy and Publishing
(15:30) - Analyzing the Results and Impact
(28:18) - Future Plans and Final Thoughts
Folgen-ID: 1000704689559
GUID: 7938c726-877b-4219-abbe-639bb15692e6
Erscheinungs­datum: 24.4.2025, 08:00:00

Beschreibung

Each week, two of media’s most influential thinkers, Evan Shapiro & Marion Ranchet, take on the hottest media topics with their hottest takes, helping their audience chart a course through the maelstrom that is today’s Media Odyssey.
Based in the US, Evan Shapiro is the Media Industry’s official Cartographer, known for his well-researched and provocative analysis of the entertainment ecosystem in his must read treatises on Media’s latest trends and trajectories.
Marion Ranchet, French expat based in Amsterdam, has become the industry’s go-to expert in all things streaming, building a following for turning even the most complex problems into easily digestible and actionable insights.
Ranchet and Shapiro are known for their sharp-yet-accessible content on Media consumption, audience trends, and the shifting fundamentals of the business itself. Even during the toughest of topics, they each make talking about Media fun. Together every week, these two will offer entertaining, often humorous, and always educational content on today’s Media Odyssey.

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