Tag Archives: MNTN

June 14, 2026 · 12:53

A mindset racing

That is the setting I had last night. I saw the ‘news’ from the BBC (at https://www.bbc.com/news/articles/cjwgled9jxwo) where we see that ‘Warner Bros $111bn sale to Paramount approved by US justice department’ and as we see “The pending sale has been filled with contention, from Paramount’s battle with Netflix over the company to scrutiny over industry consolidation and worries about politics. David Ellison, the leader of Paramount, is the son of Larry Ellison, a major donor to President Donald Trump. But it’s not a done deal yet, as states like California are reviewing the sale and could sue to block it. In a statement on its decision, the justice department said it had conducted a “rigorous” investigation of the proposed deal and found it was “not likely to result in harm to competition or American consumers.”” You see, it doesn’t matter whether X donates to Y and is the child of Z, it does not matter that there is no ‘harm’ to the competition. As I see it, the wrong questions are asked here. As I see it, the issue is consolidation. When company A is taking over company B, the result is a larger A. This reflects on the products that they have been putting out. So, consider the new company, lets call it AA, now it has two products namely products 1 And 2, but that company can take the setting of these 2 titles and in some cases there is enough traction to let both go through, but what when that is not the case?

What happens if we have 4 cooking shows first in two companies, now all part of the same company, as such the lowest scoring two (optionally 3) can now be scrapped. That is what I expect to see, because Hollywood needs to consolidate and they need to stretch whatever ver they have and Paramount could ‘state’ that they now have 111,000,000,000 reasons to consolidate whatever they can. Scripts, writers, directors, figs crew, studio places and a whole lot more. All up for consolidation and I wonder if anyone had taken the settings of a place like Mountain (MNTN) who has been working numbers of all kind and optionally Warner Brothers and Paramount too. They live by the ‘rule’ “Performance TV, Perfected by MNTN”, so did anyone look into that batch of data? Because quality consolidation requires data, verifiable and validated data. Not the ‘sense’ of some blogger (me) or any critic that claims to know the data (media) but actually data, because when you play around with $111 billion, which is more than the GDP of Oman (and several other countries) you need the data to make sense of it all and consolidate what you can.

Like an accountant squeezing a ten dollar bill, until it gives 11 single dollar coins, preferable you want to hire the accountant that can get 1-2 additional dollars out of that bill, but that is up to Paramount (if they had not already done that), but to get all that requires data and it needs to be clear metrics, because there is a lot riding on that. And the story off MNTN is “MNTN is the Hardest Working Software in Television™, bringing unrivaled performance and simplicity to Connected TV advertising. Our self-serve technology makes running TV ads as easy as search and social and helps brands drive measurable conversions, revenue, site visits, and more. MNTN was named one of Fast Company’s Most Innovative Companies and Next Big Things in Tech and was recently featured on the cover of INC’s Best in Business Issue.” I only know of MNTN, so there are likely a few others in that field, but if you need unbiased, you get the player that is not connected to WB of Paramount for that matter and you do it behind walls. I can only imagine that this was done, but then, I am an incurable optimist. Still we are ‘given’ “Paramount acquired Warner Bros. Discovery to create a consolidated entertainment powerhouse capable of competing with tech-backed streaming giants like Apple, Amazon, and Netflix.” Which I personally believe is only part of the truth, not the whole truth. I could say that there are 110 billion reasons, but that is merely the directive. If Paramount want to survive it needs to distinguish from the other three and consolidation of what there is now is profoundly needed to rack up credit points to look after the waves that are now in the hands of Apple, Amazon and Netflix. They need to ‘attack’ the setting that Apple has with Severance, Pluribus, Slow Horses and Silo. The stage that Amazon has Fleabag, The mighty nein, The legend of Vox Machina and Bosch: Legacy and Netflix with their The chestnut man, Dark winds, Arcane: league of legends and Blood Of Zeus. That is not directly done, not until you free up cash and they just handed 111 billion to the outside of their treasure chest. So they can get creative, and they have to free up what is bound into lesser settings and that is the stage they are in now and it requires data to get that sorted. They still need massive creativity though, but they know what they need. I’ll hand them some ideas at the end of the story.

But that is where they are and when they are done ‘convincing’ the current audience and they have set their pawns in place the striking of the lesser series can begin and that will be a harsh setting because if they do not have the data in order, they will be brought to any altar to be slaughtered. I have sen this happen in the past and they better get their goats in order, knowing that David Ellison is involved, the chance of their data being top notch is a decently given one. He learned the basics fro his daddy (who optionally taught him how to sail too).

So whilst we are also given, some will recognise that the larger setting is not covered but we are given “By taking over Warner Bros, Paramount will become one of the most powerful forces in Hollywood, adding news network CNN, TV networks HBO, TBS, TNT, TCM, as well as studios DC Studios and New Line Cinema to its current stable of assets. Those include Paramount Pictures, CBS, Showtime and Nickelodeon. Paramount’s control of CBS News and its 60 Minutes programme has come under intense scrutiny for programming decisions that critics say favour of the Trump administration, including new leadership firing long-time staff and well-known journalists. Warner Bros put itself up for sale last year and came to an initial deal with Netflix to buy some of its assets, in a deal worth roughly $82bn (£61bn) including debt.” It seems that the BBC is focussing on the political stage, whilst that is the one that has the least impact, but I leave that up to you to judge.

So whilst we see that certain settings there were two ideas that floated in my mind. You see, instead of focussing on what some call Reality TV, why not make it a certainty. Matt Damon (you know the illegal immigrant on Mars) has something called Artists Equity (together with Ben Affleck) based on a business model where instead of taking massive upfront paychecks, the studio incentivizes cast and crew by offering them participation in the film’s profits. And setting this now TV, the setting becomes a visible setting to televise it all and get paid from that too. It also gives these people a decent first introduction to the global audience and it gives scriptwriters an additional foothold in the industry, all being it through Paramount, there is a decent setting to give all this a stage to screen and the stories that are evolving would enable Paramount to select the group that makes the most visibility and leave the other to fend with other TV houses. A sort of Reese Witherspoon approach to quality scripts.

The second Idea came to me in a weirder way (leaving that to the left for now). You see, I have been a fan of walkthrough videos (YouTube) and it started during the first COVID lockdown. But what happens when you get 2 hours a week (on the slower timeframes) to show these YouTubers and their videos visibility. Hand selected videos from these people on places like Monaco, Toronto, New York, Amsterdam, Stockholm. You name it, it will be there and it should be relatively easy to select a pick. For these YouTubers it is a way to gain traction via other means and it might create a wave of YouTubers. It still requires selecting so that you don’t get conspiracy theorists and wacko’s give their version of the truth. And I believe that walkthroughs are a great way to see places like Harrods, or Hollywood boulevard or even the Coolsingel in Rotterdam, Gamlastan in Stockholm or wherever you want to be and it might be the next stage of visibility for YouTubers to gain traction in different ways. All stages that could be evolving in the new Paramount.

So get ready to show your places and let Paramount do the dialing to a new audience. Have a great day today.

A gap preceding a gap

This is a difficult article to write. A lot of it is speculation, optionally presumption. Yet if someone tells me that presumption, due to my lack of knowledge is inappropriate I would accept that. My mind wandered and I saw a weakness in a program called Final Draft. It is not really a weakness, but it could be THEIR opportunity. This site is debatable for them, but to be the more rounded solution would enable them to create a larger gap behind whomever are following them.

My mind saw Ryan Reynolds (yes, the Canadian actor) starting talks with some guy named David Thomson. Not entirely sure what the conversation was about. But Ryan saw a new opportunity that grew from his insight in MNTN (www.mountain.com). You see the narrative of advertisement in changing. In that view we all focus on the advertisement themselves, but the larger stage is now becoming Development, production, deployment and so on. As such Final Draft might optionally be best to offer a new setting on Final Draft v13.

You see, the missing part of project management. Even as there are some solutions, they are generic, for these people having one that is specific for Final Draft with timelines (somewhat similar to Monday dot com) would benefit Final Draft greatly.

And it isn’t just for large companies, indie developers and script writers would be able to use it as well. Especially in scripts that have more than one season you want to see time lines, to test whether the scrutiny holds up and in that way advertisement companies could use the same setting. I reckon that the larger companies all have their own solutions, but Final Draft is used in over 60 countries and when you think of it, there is a larger pressing need to use project management solutions catered and tinkered to media and advertisement. Excel (not the worst solution) will no longer suffice in these places and as media corporations have a more distributed purview, that purview requires management with timelines, with options to see where pressure points arise and even more important when idle time and zero hours become too abundantly visible. We all have idle time at times, but when you have an entire crew on 40-80 hour idle time the cost will start to show and that impacts the margins and profit stages.

For the simple developer (like myself) seeing the timelines and the completion times are also important. Not the fact of pressure, but to see where the lag is and whether certain parts were overlooked. It is the stage where the working project is set to a 90% complete versus 95% complete starts to show. If we take the old rule that completion of 5% past 90% has the same timeline as the first 60%, that gain is easily suppressed when you have a project file seeing what you optionally overlooked and in advertisement that part is even more clear, they work against (at times irrational) timelines and deadlines we see that Final Draft has an opportunity to grow its solution in another direction as well. I reckon that no matter where the project is set up, it needs to be deployed on a local level, because no executive will trust its data to the cloud, not with IP of this nature and also clouds fail (see Microsoft, September 2023). A distributed system might be the way to go, and independent developers (that one person studio) might not benefit with the cloud. And that is before you realise that there are 38,000,000 active VLoggers, they too need to up their game, the competition is cutthroat and murder as well. All options that show the possible opportunity that Final Draft has coming their way. I haven’t touched Final Draft since I tested version 6 decades ago, but I just went through the PDF of version 11 and I saw this gap and covering the gap preceding the gap makes the remaining gap passable and that is also where MNTN could find itself in the next 2 years. As they started the new setting the wannabe’s will come in soon and the better prepared they are, the stronger their foothold on the market will be and with all the others failing in obvious places MNTN could chisel out the niche that is safe, secure and almost spectacular (a subjective term). As such Final Draft has an even larger foothold it could create, but that is just me. I could be wrong after all.

Another practical Tuesday filled. Time to rewatch Bullet Train and snore a little too. Enjoy the day.

A habit is an issue

Yes, that is true, a habit is an issue (when you are not a nun). Yet the first part of any issue is recognising this. And here the CBC comes into place (at https://www.cbc.ca/news/politics/political-advertising-parties-meta-1.6972446) where we are given ‘Some parties have cut back on Meta advertising — but experts say it’s a hard habit to kick’. It is here that we are given “Federal political parties have diverged in their approaches to advertising on Facebook since legislation meant to support the news industry touched off a public brawl between the federal government and the social media giant.” This is fair and there is a lot more (read the article. Yet when we get to “For the real players here who are attempting to really influence voters on a mass scale with real budgets, they’ve just invested so much money into these platforms over the years, they’ve collected so much data, that starting from scratch with something else is not realistic” This might sound seem true, but the overall issue is set into different stages, it is set into an optional stage of imagination versus awareness, awareness versus perception and perception versus reality. Now we have always known that there is a gap between imagination and awareness and for teenagers that gap is massively larger (if in doubt ask Canadians Laura Vandervoort, Blake Lively and Kim Cloutier).

The problem is that this difference is massively large with advertisement too, not just photo models. The unspoken problem is that with advertisement that gap reaches a lot more groups, and the more groups are affected (age, gender, social status) the larger the problem becomes. Facebook might have over 3,000,000,000 active members each month, but how real are they?

This is not anti Facebook (or META), I have liked my Facebook for over 10 years, but I have limited use, as I see it is a dangerous place. I have had dozens of fake people trying to interact with me, I see attempt of interaction from places that I have never been to and I do not know anyone who has and for the most I use it to keep people from my past all over the planet informed. That list is dwindling down as over 30% is now dead. Time catches up with all of us.

You see, the issue isn’t merely time, it is ‘they’ve collected so much data’ and in this data just for the sake of data ends up being a really bad joke. If I have a day of sifting through that mess, I will find all kind of data issues, data verification is no joke and it tends to show that ‘data investments’ tend to be a form of shifty sand and it will drown you. The setting of time is that EVERYTHING evolves, all data collections are based on a stage of hierarchical settings and they change, sometimes twice a decade. Facebook avoided that part and now the wrong people see that as gospel, but that is the most dangerous step of all, relying on the wrong people. In all this the media holder is also a stage we need to understand. Weirdly enough it was a Canadian who did just that. His name is Ryan Reynolds, you might not know him, he was an extra on the X-Files season 2 (I looked it up to be certain). He is into booze (Aviation gin) he likes his football (Wrexham) and he has his phone calls (Mint mobile).

He also sees that media has larger options and through that he is linked to MNTN (https://mountain.com/) as they call it themselves ‘The hardest working software in television’, you see, the stage of creating awareness is just that ‘creation of awareness’ and that is NEVER set to one channel. In that stage I mentioned earlier Imagination, Awareness, Perception and Reality. How much verification has been done. What methods of verification was used? I know, the META presentations are good and every data seeker is getting a hard on (read: boner) on the presented granularity. Yet in it in what some Google Ads people call impressions versus clicks. Not every person that got the impression will click and there is no realistic number to get that, not even a notion of one. Now you can live through impressions and that is OK. I will overlook 97% of all impressed onto me and forget it before I am half a page further. Sometimes I take notice but I do not click. So where do I fit? And I am merely one of many millions. Whatever table or chart I became part of is already incorrect and like me millions fit that bill, so how hard a habit is something to kick when the numbers do not add up?

So there is in the first an option to ‘return’ to television marketing and there are more options, but it does require a different view to data and perhaps the notion of returning to different data is not great and it will give nightmares to this who are faced with it. Yet, when others start questioning the data presented, the data in hand and demand verification. What will they say? META (or Facebook) says it is so? Did you become that much of a teenager overnight? You might want to give Kim Cloutier a call asking her feelings towards the teenage boy population, you might not like the answer, although you might see a reason to invest in tissues at that point. Advertisement goes with the times, we have seen that for almost a century, like Yellow pages, Facebook is facing hard times and they will get harder over the next 3 years, it is the consequence of evolution. Facebook has had a really good time, much better then most, but they either evolve (and meta is trying that too), or they end up fading like the yellow pages did in too many places.

True data is the just capture of data of an evolving system in motion and it is not a 4K film, it is a snapshot of THAT moment, that is what data has always been. Thinking it is more is the danger, that is the dangerous event we all have to avoid. When someone tries to sell you a polaroid moment stating it could be a 4K scene of Laura Vandervoort and it is not film, but real, you are getting conned and you get what you deserve. An empty hand with data that has no meaning and at that point there will be no meaning, because there is no way to verify the data you have and that was the second trap. The second trap was always verification. Did you really think that the Nigerian prince is real? In march we saw that a record figure of approximately 2.2 billion fake profiles were removed from Facebook. Now, were they all removed from the very moment of creation, or were they found to be fake? If the second is true, how many data tables are they inhabiting? Now consider that a place like Nigeria (just an example) has 215 million people. Do they all have internet? So really, where were these 2,200,000,000 from? Verification is an ugly business that has been pushed to the background where it can be ignored. Kicking a habit starts by knowing you have a problem.

Enjoy the new week.

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