With all sorts of companies from social media to telecom racing to own the mobile content market, AT&T’s (T) Chief Executive Randall Stephenson thinks he has the secret sauce: chopped up episodes of HBO’s “Game of Thrones.”

That was the commentary out of the executive during the JPMorgan Global Technology, Media and Telecom conference being held this week. The CEO of one of the nation’s largest wireless telecommunicates companies, one that is in the process of closing on its $85 billion acquisition of Time Warner (TWX), thinks watching a sixty minute show, the typical length of “Game of Thrones” simply doesn’t fly in a mobile world. “I’ll cause [HBO CEO Richard] Plepler to panic,” Stephenson said according to media reports of the presentation. “In a mobile environment, a 60-minute episode might not be the best experience. Maybe you want a 20-minute episode.”

With the smartphone market in the U.S. facing saturation the nation’s wireless telecommunications companies are in a race to not only own the conduit to all the digital content but the content itself. While T-Mobile (TMUS) Verizon Communications (VZ) and Sprint (S) have their own plans up their sleeves AT&T has been the most aggressive, namely with its proposed acquisition of Time Warner. The deal was inked late last year and while then candidate Donald Trump vowed to block it, after he won the election he has backed off from the harsh rhetoric and appointed deal-friendly people to key posts at the Federal Communications Commission and the U.S. Justice Department.  

During the JPMorgan confab Stephenson reportedly said his main focus this year is to close on the deal with Time Warner, which is currently awaiting approval by the Justice Department. The acquisition doesn’t need a nod from the FCC because no airwave licenses are changing hands. The FCC under former President Obama may have blocked the deal but the current heads are much more open to M&A in the telecom market.

In November AT&T drew a content line in the sand when it launched DirecTV Now, which is an over-the-top streaming service aimed at taking on the likes of Netflix (NFLX) and Hulu. With Time Warner under its roof, expectations are AT&T would expand that service to include vastly more content. Critics of the deal contend a combined company would favor its own content over others and would have an unfair advantage over the smaller services. Still, Stephenson reiterated this week what he has been saying all along: the company has no plans to offer Time Warner content exclusively to only its wireless and broadband cable customers. “You’re not going to take ‘Game of Thrones’ and make it available only to AT&T customers. That’s crazy. That would destroy the value,” he said during the conference. Instead the executive said AT&T is aiming to create an advertiser supported network around Turner and Warner Bros and wants to expand HBO’s mobile distribution even more. What’s more AT&T is looking at ways to promote Warner Bros. and other brands in its telecommunications stores and through its paid cable TV service.

According to the executive, AT&T already has a treasure trove of unique viewership data on its customers and regularly taps information from anywhere from 150 billion to 200 billion impressions, or ads viewers are exposed to, which enables it to sell pricier ads to marketers. Throw Time Warner into the mix and it could come close to one trillion impression per year, he said. “We think we can drive the yields on [Time Warner’s] media and entertainment business up significantly,” said Stephenson at the confab.