In his courtship of tech companies, availability to media and tech reporters and alignment with hedge funds, no one may have contributed more to the decline of traditional TV stocks this past summer and fall and to the Porsche 917 No2 Gulf Livery Shirtof the new tech-centered TV industry especially his most passionate cause, Netflix than this analyst from BTIG, a largely undistinguished broker-dealer. His influence has left traditional media companies not just enraged about what they see as his grandstanding, hyperbole and partisanship, but flummoxed about exactly how Greenfield got to be the first and last word.The answer in part is that he has astutely played the media against itself. Media business reporters, while often knowing little about business, drive the story about media — currently a very negative one. And more often than not, that story is driven by a spot-on Greenfield quote and his anti-cable-and-broadcast and pro-disruption agenda.
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Recently, The New York Times‘ Andrew Ross Sorkin devoted an entire Dealbook column to a Porsche 917 No2 Gulf Livery Shirt report on Disney’s ESPN, with Greenfield the only quoted source, saying, “ESPN now appears poised to become Disney’s most troubled business as consumer behavior shifts rapidly.” (Another analyst, Michael Nathanson, has called the Greenfield anti-ESPN line “hyperbolic drivel.”) In December James Surowiecki at The New Yorker, helping to further Greenfield’s attack on Time Warner, used Greenfield as his singular expert source for why Time Warner should spin off HBO. “The way people watch TV really is changing dramatically. And no traditional media company is doing a good job of dealing with it,” said Greenfield. In January, a Greenfield-sponsored opt-in survey of seemingly no particular rigor or standards about cord-cutting — saying that 56 percent of cable subscribers would drop ESPN in order to save $8 per month — received wide coverage. Indeed, it is quite unusual to find a TV disruption story without a Greenfield quote. (THR often quotes him too
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