Media ownership is no longer a clear-cut concept. That was the message from New Digital Age’s Future of Media Owners roundtable at Cannes, where industry leaders from across the publishing and platform spectrum came together to discuss what the term “media owner” truly means in today’s landscape.
Chaired by NDA publisher Andy Oakes, the discussion featured:
David Bradford, Managing Director, Advertising, Europe, Bloomberg Media;
George Odysseos, Chief Commercial Officer, Planet Sport Group;
Karin Seymour, Director of Client and Marketing, Sky Media UK;
James Hunt, Senior VP & Head of Client Solutions, CNN International Commercial
Hannah Buitekant, Chief Commercial Digital Officer, dmg media;
Mario Lamaa, Managing Director, Data & Revenue Operations, Immediate;
Paul Wright, Head of EMEA Sales, Uber Advertising;
Alistair Gosling, CEO & Co-Founder, Wavelength Network;
Lena Arbery, Director of Destinations, Travel & Growth EMEA, Tripadvisor.
Trust remains the cornerstone
A central theme of the conversation was trust. George Odysseos highlighted the sports publishing industry’s challenge in retaining credibility, especially with influencers like Fabrizio Romano becoming alternative to traditional sources. “Trust is integral to any media owner. We focus on who is writing as much as what is being written,” he said.
Lena Arbery echoed this sentiment from a platform perspective, explaining how Tripadvisor builds confidence through transparency. “We publish an annual transparency report, including data on how much review content is moderated or removed,” she said. “Trust is the bedrock of everything we do.”
David Bradford of Bloomberg Media added a B2B lens, noting that periods of uncertainty and geopolitical upheaval can drive audiences toward trusted sources. “We’ve seen an audience dividend. Being part of the world’s largest data company lets us validate our journalism with proprietary insights,” he explained.
James Hunt from CNN raised concerns about attacks on journalistic credibility, even as platforms like his benefit from being viewed as trustworthy environments amid the rise of AI and fake news. “It’s a double-edged sword,” he said. “We’re seeing more scrutiny of trusted news brands while simultaneously benefiting from distrust in other sources as people seek reputable and factual journalism.”
Reaching the next generation
Alistair Gosling brought a fresh perspective from the creator economy, describing how younger audiences are consuming media differently. “My 15-year-old doesn’t even know what ITV is,” he said. “Media is now YouTube, TikTok, Instagram. And they struggle to discern what’s real.”
In response, Karin Seymour from Sky Media countered the assumption that TV is irrelevant to younger viewers. “TV reach is still strong among 16 to 34-year-olds, particularly through VOD and live sports,” she said. “Our job is to meet them where they are, including social platforms.”
Hannah Buitekant noted that dmg media, publisher of the Daily Mail, has seen explosive growth on TikTok with over 30 million followers. “Our content is tailored for each platform, but always retains our brand’s reliability and recognition,” she said.
Adapting to new definitions of content
The discussion shifted to the idea of what makes a media owner in a world where platforms like Uber are part of the media mix. Paul Wright explained, “We have no content in the traditional sense, but we are an integral part of people’s everyday lives. This gives us audiences and data, and that makes us part of the media landscape.”
Mario Lamaa of Immediate emphasised the importance of adapting content formats for different platforms while maintaining trust. “You can’t just repurpose the same asset. A recipe on our website serves one need, but that same recipe on TikTok serves another.”
Karin Seymour added, “Authenticity is key. Whether it’s sports or entertainment, we ensure Sky’s voice is delivered in a platform-appropriate way.”
Programmatic and premium environments
Programmatic advertising was another area of focus, with wide-ranging views on how it intersects with premium media environments. Lena Arbery emphasised Tripadvisor’s approach of making all inventory equally available programmatically or directly, while maintaining a high-quality context.
Bloomberg’s Bradford described a different route: “We removed our inventory from the open market to ensure a premium experience aligned with our subscription model.”
James Hunt from CNN added that programmatic can work in premium environments if built properly. “We’ve created programmatic guaranteed solutions across our corporate portfolio. This means we can reach 350m global monthly unique users across multiple channels, platforms and devices including mobile, web, app, desktop and CTV.”
Mario Lamaa warned of the dangers of prioritising volume over quality. “We need to demonstrate the value of our media and not just chase cheap impressions. There’s too much reliance on plug-and-play solutions.”
From collaboration to consolidation
As the session neared its end, discussion turned to the future of media owners. Paul Wright, speaking for Uber Advertising, suggested we might be evolving rather than redefining. “Are we a media owner? We have audiences and contextual relevance, so probably yes.”
Gosling predicted consolidation and disruption: “There’s huge scale in social, and new platforms are emerging constantly. But it’s chaotic, fast and unpredictable.”
Seymour reflected on Sky’s legacy of innovation, saying, “We’ve always been about giving consumers choice. Now it’s about giving them the best experience, across all platforms.”
Looking ahead, the panellists agreed that content will remain central, even as the formats and channels evolve. “We all started this conversation by talking about content,” said Seymour. “That’s what being a media owner still means.”
