The power of expertise

Context Science delivers specialized consultancy services for Media & Entertainment. We have put together a team of experts to help companies navigate the challenges that the current media landscape is providing in plenty. Whether your challenges are revenue, cost or technology our Context Science has the proven expertise to help you get to the other side

About Us

Mike Sid founded Context Science in 2025 after twenty-five years at the forefront of the most radical changes in the Media & Entertainment Industry. He has been a part of the advent of digital to the rise of streaming to today’s FAST and Social Video platforms.

At the dawn of the digital media age in the late 1990s, Mike had created SoundExchange for the US Recorded Music Industry – the first Digital Music Rights Collective in the world. As legitimate music downloads started in the mid-2000s, Mike joined Sony Music to drive the growth of true digital distribution servicing the initial deals with Apple that later became iTunes.

In 2008 as Digital came to TV & Film, Mike founded Mediamorph (Acq. by Whip Media in 2019) to help Studios and Networks run and optimize this new channel. As the industry rapidly evolved the line between digital and traditional blurred and then disappeared. Mike expanded Mediamorph’s products to support the new Streaming Platforms as well as to help Pay TV providers transition their offerings.

Throughout all these changes, decision-makers throughout the industry welcomed Mike’s insights and experiences in planning how to address all these changes. With Context Science, Mike has assembled a team to directly help navigate those changes.

Our services

Content Supply Chain Optimization

The Supply chain is a continuum from evaluating content needs to effectively acquiring it to provisioning assets and curating them in an optimal way on your platform

Context Science has the industry best practices to see the white space in your current flow and help you quantify the benefit of filling them
Who needs this - Any company that acquires content from third parties or other business units in their own organization for a consumer video service or broadcast

Revenue and Consumption Analytics Effectiveness

Data is the key to understanding the path to continued viewership and revenue growth and companies spend vast resources to get data into dashboards for operational teams

How those teams interpret and use the data to effectively drive programming or planning actions is critical
Context Science has deep expertise and experience with getting data and leveraging it for programming and planning decisions
Who Needs This? - Sales and Programming Teams who use data to drive their programming and planning

Content Finance Evolution

Content Finance processes are dependent on siloed systems with a heavy dose of Excel manipulation

Context Science brings deep experience in understanding the intersection between processes, needs and systems in order to help define what can be improved and automated
Who Needs This - Media finance teams across content revenue, license cost, royalties, talent payments and residuals, content expenses and more.

Capabilities

Media Business and Technology Strategy - How do I best make investments in technology to align my strategic goals?

Technology Onboarding - Vendor Selection, Buy/Build Analyses, Technology Build-Out, Process Change Management

Areas of Expertise

Content Performance Data Management

Rights Management

Media Finance

Content Supply Chain

Content Acquisition and Programming

Mike Sid

Founder
A trailblazing media innovator, Mike Sid has been transforming the industry for over 25 years. In the late 1990s, he reshaped digital music distribution by creating SoundExchange. In 2008, he founded Mediamorph—setting the gold standard for digital distribution in film and TV—before its acquisition by Whip Media in 2019. Never one to slow down, he launched Context Science in 2025, empowering media companies to harness data and expertise for smarter decision-making. A true visionary, Mike continues to push the boundaries of digital media, shaping its future with bold ideas and groundbreaking solutions.
Pesh Kanthan

Solutions Architect
A seasoned Solutions Architect with over 15 years of experience, Pesh Kanthan has been at the forefront of developing innovative technology solutions for the media industry. As the former SVP of Solutions at Whip Media, he played a pivotal role in shaping product strategy and engineering architecture. With deep expertise in both media and cutting-edge AI technologies—refined through key roles at Visible Path and IBM—Pesh is a master at bridging complex tech with real-world impact. An MIT graduate with a BS and MS in Computer Science, he blends technical excellence with industry insight to craft solutions that drive the future of media
Dave McManus

Solutions Delivery
An experienced media industry leader with over 15 years of experience driving innovative solutions and delivering top-tier service to media clients. Most recently as SVP of Customer Success at Whip Media, he earned a reputation for building trust, forging strong partnerships, and ensuring flawless project execution. His career spans key roles at Universal Music, Joost, and CNBC, where he mastered the art of tackling complex challenges with a customer-first mindset. A Kingston University graduate with a BSc Hons in Media Technology, Dave blends deep technical expertise with a passion for helping clients thrive—making him a go-to strategist in the ever-evolving media landscape.
Arun Seetharaman

Solutions Development
A technology and product leader with deep experience in Rights Management and Media Finance. Arun began his career with Warner Bros. helping them build their early rights systems. He continued to develop his rights expertise as part of the founding team of Sophoi - a ground-breaking rights management software platform which later became Oracle Intellectual Property Management. Arun later returned to industry as a senior technical architect at Sony Pictures, building their US rights management systems. The entrepreneurial bug continued to itch and Arun joined Mediamorph in 2012 where he led the development team for its core digital media finance platform for a dozen years.