In a special episode recorded live from IBC in Amsterdam, the Media Odyssey Podcast brings together hosts Evan Shapiro and Marion Ranchet with Whale TV’s Teresa Lopez and Chris Hock. Once a white-label operating system hidden inside millions of TVs, Whale TV has rebranded and stepped into the spotlight.
The discussion dives into the shifting economics of TV hardware, why operating systems are now the key battleground for audience attention, and how Whale TV’s profit-sharing model, Whale TV Profit Sharing, offers a different path than big tech rivals.
The group also explores broader industry themes—from Europe’s need for greater collaboration, to the generational divides slowing change, to the critical role of user experience in Connected TV.
Key Takeaways:
- From White Label to Global Brand
Formerly known as Zeasn, Whale TV powered tens of millions of smart TVs without consumers even knowing. With 44M monthly active TVs worldwide, Whale TV has rebranded to claim its space, offering not just a Connected TV OS but also Whale TV Plus, a FAST service integrated directly into the home screen. - Whale Profit Sharing (WPS)
Instead of charging TV makers upfront, Whale TV gives its OS away for free and shares revenue on the backend. OEM partners get cash bounties upfront and recurring revenue streams as advertising and subscriptions flow in. This partnership model contrasts sharply with big tech’s “take it all” approach. - Advertising at the Heart of the Living Room
Whale TV positions the TV home screen, and the living room as a whole, as the most valuable real estate in media. With innovative ad formats—pause ads, L-shapes, and integrated discovery units—it promises advertisers premium inventory without breaking the viewer experience. Categories from luxury goods to QSRs are already leaning in.
4. Collaboration vs. Fragmentation
Both hosts Marion Ranchet and Evan Shapiro and Whale TV execs stress that the industry suffers from too many competing OS platforms and a lack of collaboration. Whether across generations, broadcasters, or tech providers, success will depend on cooperation, shared standards, and smarter creative—not just piling on new players.
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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/
The Media Odyssey Podcast - https://www.linkedin.com/company/the-media-odyssey-podcast
Teresa Lopez: https://www.linkedin.com/in/teresa-alonso-l%C3%B3pez-4a22bb94/
Chris Hock: https://www.linkedin.com/in/chrishock/
Whale TV: https://www.linkedin.com/company/whaletv/
- (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