In Part 2 of this insightful interview, Jen Topping dives deeper into the strategic shifts shaping the future of media - from the decline of traditional commissioning models to the rise of audience-first thinking, and why producers must build with the platform in mind, not in spite of it.She also shares a passionate vision for helping creators understand where the money is, how to leverage transparency, and why it’s never been more important to treat your career like a creative business.This is part 2 of a two-part interview. Go back to last week's episode if you missed the first half!Key Takeaways:The Commissioning System Is Broken - So Let’s Build Alternatives. Jen explores why producers must stop waiting for gatekeepers and start exploring new commercial models, from branded content to IP ownership to creator-led ecosystems.Know Your Audience - Or You’ll Lose Them. It’s not enough to make great content. Producers must understand who they’re making it for, where they live online, and how to engage them meaningfully before release.Tech Fluency Is No Longer Optional. Jen urges producers to understand the platforms, data, and tools that shape how content is discovered, watched, and monetised - without becoming a slave to the algorithm.Forecast. Measure. Iterate. Drawing from her consultancy work, Jen gives practical advice on how to bring financial clarity and transparency to your projects.Your Career Is a Creative Asset. Jen’s parting message? Build a career you own, not just jobs you do. Be strategic. Be entrepreneurial. And don’t be afraid to pivot into what’s next.Follow Jen and her work:Subscribe to Jen’s newsletter – The Business on TV: ⁠businessoftv.substack.com⁠Want to work with Jen? You can find Jen’s consulting site here: ⁠jentopping.co.uk⁠This Deep Dive interview is hosted by ⁠⁠⁠⁠⁠Julie Eckersley⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, and proudly brought to you by ⁠⁠⁠⁠⁠CrewHQ⁠⁠⁠⁠⁠ & ⁠⁠⁠⁠⁠Expanding Media⁠⁠⁠⁠⁠.If you’re enjoying the podcast, please leave a rating on ⁠⁠⁠Spotify⁠⁠⁠ or ⁠⁠⁠Apple Podcasts⁠⁠⁠, and we’d love you to forward this episode to a friend!Follow us on: ⁠Instagram⁠ | ⁠YouTube⁠ | ⁠LinkedIn

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