Richard Greenfield and other key analysts on BTIG’s technology, media and telecommunications team have formed a breakaway shop but will continue to partner with the financial services firm they’ve served for nearly a decade.

Noted BTIG analysts Walter Piecyk and Brandon Ross will join Greenfield in what BTIG co-founder Steven Starker introduced on Thursday as “a new media company that is expected to fully assess the disruptive forces” across the TMT industries.

The trio of analysts often appear on business shows and in social media to opine on cord cutting and other problems plaguing legacy media companies.

“This new venture will enable Rich, Walt and Brandon to be even more entrepreneurial,” said Scott Kovalik, CEO of privately held BTIG.

The analysts could not be reached for comment on the new, unnamed venture.