'Something smells off': The Netanyahu backer behind two propaganda initiatives

Avi Gross, a businessman with a significant influence in Israeli politics, has poured millions of dollars into media operations supporting Benjamin Netanyahu and his Likud party. This revelation comes from a Haaretz investigation that sheds light on two propaganda initiatives spearheaded by Gross. Operating under the guise of a content production company named New Vision Production (NVP), Gross' company has been instrumental in disseminating Likud's messages during election campaigns.

NVP's operations are multifaceted. One track involves providing paid content services for the Likud campaign, which the party has confirmed as being done legally. The second track, however, involves the distribution of viral videos produced from podcasts created by the company for Netanyahu-supporting media personalities. The Likud maintains that it has no connection to these podcasts, leaving the question of funding open to speculation.

Additionally, NVP operates as a kind of production house for private videos that align with the campaign's messages, although the party denies any association. This complex structure raises eyebrows, with at least seven content creators, including Channel 14 reporter Tamir Schneid and Likud spokesman Guy Levy, filming videos that promote the Likud campaign's messages and attack Netanyahu's rivals and the media.

These creators are not subject to legal restrictions, but the proximity of these activities in the same facility hints at a deeper connection.

Gross is not new to this game. In 2021, he established Lychee Productions, which produced the propaganda film "The Trial," critical of the law enforcement system and Netanyahu's legal troubles. Over the years, Gross has also expressed support for Netanyahu through his social media accounts. Gross, a 66-year-old resident of Mikhmoret, made his fortune in textiles and later ventured into technology and the mattress business, which he sold to Hollandia.

The company NVP was founded in July 2025 as Neve Hadar Productions but was quickly renamed to NVP and moved to Petah Tikva. Its name change coincided with the transfer of 90 percent of its shares to an American company, Great Production 2026 LLC, incorporated in Delaware with undisclosed shareholders. Despite Gross not appearing in the company's documents, sources confirm he is behind the establishment of this media initiative.

In just five weeks, NVP published dozens of short videos with pro-Netanyahu content, some of which garnered significant attention online. The videos were produced in a studio environment and include content from four new podcasts featuring Netanyahu's brother Ido and other personalities associated with media outlets. The videos also include less regulated initiatives, primarily attacking mainstream media.

This suggests a coordinated effort to promote Netanyahu's messages and undermine opposing viewpoints.