Media is pulled from client side, so we specify external Matrix DNS name as mediaUrl

It's been reported that YAML parsing errors
would occur on certain Ansible/Python combinations for some reason.

It appears that a bare `{{ matrix_dimension_admins }}` would sometimes
yield things like `[u'@user:domain.com', ..]` (note the `u` string prefix).

To prevent such problems, we now explicitly serialize with `|to_json`.