In this episode of the Media Odyssey Podcast, hosts Evan Shapiro and Marion Ranchet record live from IBC with Simon Farnsworth (ITV) and Adde Granberg (SVT), two CTOs (or as they call it, “Chief Transformation Officers”) reshaping European public broadcasting. The conversation explores how legacy broadcasters can adapt to a digital-first, fragmented world while facing off against trillion-dollar tech giants.
They discuss the shift from “doing digital” to “being digital,” how generative AI and cloud-based workflows can unlock beyond-human-scale production, and the biggest challenge broadcast is facing is mindset. Both guests stress that the real battle is cultural, not technical: broadcasters must abandon outdated standards, embrace platforms like YouTube and TikTok, and put audience needs, not legacy processes, at the center.
Key Takeaways:
- From Tech to Transformation
For Farnsworth and Granberg, a CTO’s role is less about gadgets and more about changing mindsets—translating the power of technology to boards and teams, and shifting organizations from “doing digital” to truly “being digital.” - Cloud, AI, and Beyond-Human Scale
Generative AI, cloud production, and 5G enable content creation and distribution at scales humans can’t manage alone. From using AI to cast Love Island more efficiently, to producing Sweden’s iconic Vasaloppet ski race with drones over 5G, both ITV and SVT show how tech can cut costs, lower carbon footprints, and improve the creative product. - Break the Walled Gardens
Too many broadcasters still cling to the idea that their own platform is the only destination. Farnsworth argues that distribution on YouTube, TikTok, and even Disney+ is additive, not cannibalistic—and essential to reaching younger audiences. - Mindset Over Standards
The biggest barrier isn’t tech, it’s culture. Both CTOs stress the need to ditch outdated broadcast standards and industry obsessions with hardware, replacing them with audience-first, software-driven, cross-platform strategies. Without this shift, public broadcasters risk irrelevance. - Collaboration or Decline
Europe’s broadcasters must collaborate more deeply, from projects like Freely in the UK to shared production and distribution tools. Competing with “death stars” like Google, Amazon, and TikTok requires pooling resources, not building new silos.
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/
The Media Odyssey Podcast - https://www.linkedin.com/company/the-media-odyssey-podcast
Simon Farnsworth: https://www.linkedin.com/in/simon-farnsworth-26521253/
Adde Granberg: https://www.linkedin.com/in/addegranberg/?originalSubdomain=se
- (00:00) - Introduction to Media Odyssey Podcast
- (00:08) - What is IBC?
- (00:56) - Marianne's IBC Experience
- (01:36) - Generational Divide in Media
- (04:59) - The Affinity Economy
- (06:15) - Redefining Broadcasting
- (07:35) - Introduction to Whale TV
- (08:03) - Whale TV's White Label Journey
- (09:44) - The Shift to Streaming
- (11:39) - Whale TV's Business Model
- (19:48) - Whale TV Plus Explained
- (21:59) - Advertisers and Connected TV Challenges
- (22:32) - Whale TV's Unique Advertising Opportunities
- (23:59) - Emerging Advertising Categories
- (25:34) - Balancing User Experience and Monetization
- (26:03) - Innovative Ad Formats
- (29:25) - Global Reach and Collaboration
- (30:56) - Industry Challenges and Future Directions
- (36:41) - Conclusion and Final Thoughts
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
Cardiac Cowboys
The heart was always off-limits to surgeons. Cutting into it spelled instant death for the patient. That is, until a ragtag group of doctors scattered across the Midwest and Texas decided to throw out the rule book. Working in makeshift laboratories and home garages, using medical devices made from scavenged machine parts and beer tubes, these men and women invented the field of open heart surgery. Odds are, someone you know is alive because of them. So why has history left them behind? Presented by Chris Pine, CARDIAC COWBOYS tells the gripping true story behind the birth of heart surgery, and the young, Greatest Generation doctors who made it happen. For years, they competed and feuded, racing to be the first, the best, and the most prolific. Some appeared on the cover of Time Magazine, operated on kings and advised presidents. Others ended up disgraced, penniless, and convicted of felonies. Together, they ignited a revolution in medicine, and changed the world.