Author: Tim Peterson

This week’s Future of TV Briefing looks at the Coalition for Innovative Media Measurement’s Identity Infrastructure 2.0 proposal that aims to address TV and streaming’s fractured identity picture — but at what cost to people’s privacy?

• Identity check
• The agentic upfront, YouTube’s new NFL package and more

Identity check

The Coalition of Innovative Media Measurement (CIMM) is aiming to tackle TV and streaming’s identity crisis. Its proposal — Identity Infrastructure 2.0 — is admirable when viewed through the lens of TV and streaming ad buyers and sellers. But from the perspective of a TV and streaming viewer, it’s alarming.

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The Financial Times is rolling out “The Story of Money,” a history‑of‑finance series produced natively as a vodcast on YouTube and a podcast on major audio platforms. By pairing star journalists with a narrow, subject‑specific franchise and a standalone YouTube channel, the publisher plans to deepen parasocial relationships off‑platform and turn market‑curious history buffs into future FT subscribers.

The series (sponsored by Nuveen) marks the opening move in a slower, more deliberate push into multi-platform, personality-led vodcasts that sit on dedicated channels, run across video and audio, and act as off-platform feeders into the FT ecosystem, according to the FT’s head of digital strategy Veronica Kan-Dapaah.

Previous FT podcasts have appeared in video form on YouTube, but typically as limited series folded into the main FT feed. This is the first time the publisher has treated a show as a distinct, multi‑platform brand in its own right, with a long‑term video and audio strategy built in from the outset. 

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