He's saying that ownership by a loud, conspicuous oligarch generates more public scrutiny than a quiet, inconspicuous one.

No, I think he is saying an oligarch that has a lot of focus on the rest of the oligarchically controlled media taking control of this piece of media already controlled by the haut bourgeois oligarchy will draw more public attention to the oligarchic control of the media without actually changing the fact of that control one bit.

Which is still, IMO, foolish, given, among other things, the degree to which large swathes of the public have parasocial relationships with the particular celebrity oligarch in question, but it's not saying that making the problem worse will draw attention.