“A newspaper is not only a collective propagandist and a collective agitator, it is also a collective organiser.” — Vladimir Lenin

In 1902, Lenin argued that his revolution needed a newspaper of its own, and that newspaper was (unironically) named Pravda, which means truth in Russian.

“The standard communications playbook just doesn’t apply to us. We’re not a typical company. We’re driving a really big technological shift.” — Fidji Simo, 2026

Simo, OpenAI’s CEO of Applications, explained this to OpenAI staff as to why OpenAI had just bought TBPN. Different century. Same logic to explain an emerging new socioeconomic order, a new post-revolution reality.

To recap, OpenAI, weeks if not months before its public offering, has acquired the Technology Business Programming Network (TBPN). It is a daily, three-hour live tech talk show hosted by founders Jordi Hays and John Coogan. The show had 58,000 YouTube subscribers, $5 million in revenue last year, and a cult following in Silicon Valley. It was profitable, had no outside investors, and was growing fast. As a former media person, any media exit is a good exit. Congratulations to the founders.

Now let’s dig into what OpenAI really bought and why.

Think of TBPN as a room. A room where people in tech come and talk openly, without having to worry about the antagonistic queries that big media is often posing them. They go because it feels like peers talking, not press interrogating.

If you lived through Internet 1.0, CNBC’s morning show had the same vibe. ESPN’s SportsCenter did the same for the cable sports revolution. They don’t speak to power. They amplify power. TBPN made that playbook its own.

The best part of the announcement is where TBPN sits inside the OpenAI org and who it reports to. The show sits under “strategy” (and not communications) and will report to Chris Lehane. He is OpenAI’s chief political operative, the man associated with coining “vast right-wing conspiracy” as a deflection tactic during the Clinton White House years, who built Fairshake, the crypto super PAC that spent hundreds of millions targeting anti-crypto candidates in 2024.

You don’t put an editorially independent media property under your political operative. That’s not a media strategy. That is part of overall strategy. But they still have to sell it as keeping it editorially independent. Pravda was technically editorially independent too.

Anyway, maybe I have lost my rose-tinted glasses, but when a company says “do no evil,” you know what they are going to do. And if a press release mentions editorial independence four times, you know where that is going. And if you have to invent a new phrase, “Editorial Independence Covenant,” then I don’t really need to spell it out for you.

“The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society.” — Edward Bernays, Propaganda, 1928

Bernays, who was Sigmund Freud’s nephew, invented the PR industry. He thought of it as a key part of corporate design. He was hired by corporations such as United Fruit and American Tobacco to do exactly what OpenAI is doing now. Build the perception layer around a product by presenting it as a massive societal shift.

The Soviet term was agitprop. The Silicon Valley term is earned media strategy. A century apart, history still rhymes.

Related Reading

• OpenAI: The Fix Is In — How OpenAI is engineering its IPO narrative through circular financing and retail ETFs.
• OpenAI Has New Focus (on the IPO) — On Simo, Facebook-style engagement loops, and the real game being played.
• More Magic Math from OpenAI — The PE deals, the JV structure, and why the real product is the IPO prospectus.
• The New Announcement Economy — How OpenAI mastered the press release as a capital-raising instrument.