The TV Will Become Your Phone: Julian Zilberbrand on Smart Screens, Household Power, and Media's Next Infrastructure Shift

Feb 12, 2026

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The television is no longer just a screen. It is becoming a behavioral operating system, and over time it may replace the phone as the most powerful device in your home.

In this episode, Julian Zilberbrand explains why smart TVs are evolving into intelligent infrastructure layers capable of understanding household behavior, powering next-generation measurement, and reshaping how media is monetized.

He breaks down the real shift happening beneath the surface, from impressions to infrastructure, from panel-based reach to household accountability, and from passive viewing to responsive ecosystems. Julian also explores why OEMs may hold the key to solving measurement fragmentation, why automation is about operational clarity rather than hype, and why shoppable TV remains in its early stages despite industry excitement.

But this conversation goes beyond technology.

Julian outlines his three-part framework for diagnosing business challenges, technology, contractual, or human, and makes the case that empathy, accountability, and growth are essential leadership traits in an era of rapid transformation.

As personalization becomes more precise and platforms scale without clear accountability, the episode closes with a broader question: what responsibility do media companies have in shaping cultural behavior?

For operators, builders, and decision-makers navigating the future of connected TV, this conversation offers both structural clarity and a reminder that infrastructure without ethics is incomplete.

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FRAMEWORK TAKEAWAY

The shift is not from linear to streaming. It is from impressions to infrastructure. From panel-based reach to household-level accountability. From passive screens to intelligent, behavioral ecosystems.

The companies that win will operationalize data responsibly and lead people with empathy.

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WHAT THIS EPISODE COVERS

The three buckets of business challenges: technology, contractual, and human
From impressions to infrastructure
From panel-based reach to household-level accountability
How the "glass" may become more powerful than the phone
Why OEMs are positioned to solve measurement fragmentation
Why automation and programmatic are about operational efficiency
Why short-form content may struggle to build long-term cultural relationships
Why shoppable TV is still "in diapers"
Empathy, accountability, and growth in leadership
The responsibility media companies have in shaping cultural impact
The biggest misconception about the future of TV

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KEY THEMES

Impressions to infrastructure
Household-level accountability
Intelligent, behavioral ecosystems
The power of the "glass"
Operational efficiency
Empathy and accountability
Cultural impact and responsibility

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WHY THIS CONVERSATION MATTERS NOW

The most important shift in media today is not format. It is infrastructure.

As personalization increases and platforms scale without accountability, the responsibility of media companies in shaping cultural impact becomes more urgent.

Julian argues that automation must be balanced with humanity, and that growth requires accountability.

This conversation offers an operator's view into how smart TV ecosystems are being built, and why household-level thinking, operational efficiency, and empathy-driven leadership will define the next era of media.

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ABOUT THE GUEST

Julian Zilberbrand is Global Head of Data Solutions at LG Ad Solutions. He previously served as EVP of Advanced Media and Audience Science at Paramount Global and Viacom, and held leadership roles across Starcom and Zenith. He is known for building scalable data infrastructure inside complex media organizations and for championing empathy-driven leadership.

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ABOUT THE HOSTS

Johanna Salazar is a media systems builder with more than two decades of experience operating across television, streaming, sports, and digital platforms. She brings an operator's lens to the industry, breaking down how media systems function and how decisions and incentives shape outcomes.

Julie Kellman Reading is a creative executive, executive producer, and founder with experience spanning linear television, digital content, and independent ventures. She brings a people-first perspective and deep creative insight into how media is built, scaled, and sustained.

Together, they guide conversations designed to help operators see what is coming next and act with calm confidence.

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CREDITS

Created by: Johanna Salazar
Hosts: Johanna Salazar and Julie Kellman Reading
Executive Producers: Johanna Salazar and Julie Kellman Reading
Edited by: Love + Daydreams, Canvas Films Colombia

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WEBSITE LINK

the-mediamachine.com

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SOCIALS LINKS

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PODCAST LINKS

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HOST SOCIALS

Johanna Salazar

Instagram: https://www.instagram.com/_johannasalazar/
LinkedIn: https://www.linkedin.com/in/johannasalazar/
Website: the-mediamachine.com

Julie Kellman Reading

Instagram: https://www.instagram.com/loveanddaydreams/
LinkedIn: https://www.linkedin.com/in/juliekellmanreading/
Website: https://www.loveanddaydreams.com

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ABOUT THE PODCAST

THE MEDIA MACHINE is a strategy podcast that breaks down how media really works. Each episode goes inside the systems, deals, and decisions shaping the future of media, tech, and content. The goal is not to react faster, but to see more clearly, understand long-term shifts, and make smarter short-term decisions. This show is for operators, builders, and decision-makers who want signal over noise, clarity over hype, and confidence over urgency.