OPTIMIZING IP ON SOCIAL
Download MP3This 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
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.
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Connect with us on Linkedin:
Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/
Marion Ranchet - https://www.linkedin.com/in/marionranchet/
Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/
Marion Ranchet - https://www.linkedin.com/in/marionranchet/
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Marion Ranchet - https://marionranchet.substack.com/
Evan Shapiro - https://eshap.substack.com/
Marion Ranchet - https://marionranchet.substack.com/
Evan Shapiro - https://eshap.substack.com/
- (00:00) - Introduction
- (00:52) - The Rise of YouTube as a TV Platform
- (02:04) - Challenges for Traditional Broadcasters
- (06:24) - Introducing Mego and Its Services
- (13:22) - Case Studies and Success Stories
- (22:13) - Challenges of Starting a Channel from Scratch
- (23:11) - The Role of Algorithms in FAST Channels
- (24:38) - Monetization Strategies on YouTube
- (28:05) - Exploring Facebook as a Video Platform
- (30:54) - The Importance of Multi-Platform Content Strategy
- (35:48) - Conclusion and Upcoming Events
Creators and Guests
Host
Evan Shapiro
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.
Host
Marion Ranchet
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.
