An unbearable video about the “future of media”—complete with endless buzzwords and nonsense—is not, in fact, a joke.

From the Observer:

Earlier this month Michael Ferro, chairman of Tribune Publishing, announced that the legacy media group was rebranding as tronc, or 'Tribune Online Content' (though the abbreviation has a lowercase “t”) and focusing on “content creation and monetization.

According to Malcolm CasSelle, tronc’s chief technology officer and president of new ventures, the company is “the future of journalism” and “the future of content.”

“We have great titles, we have tons of great content,” he adds. (How many times can one person say “content” in two and a half minutes?)