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.

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Want to work with Jen? You can find Jen’s consulting site here: ⁠jentopping.co.uk⁠

This Deep Dive interview is hosted by ⁠⁠⁠⁠⁠Julie Eckersley⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, and proudly brought to you by ⁠⁠⁠⁠⁠CrewHQ⁠⁠⁠⁠⁠ & ⁠⁠⁠⁠⁠Expanding Media⁠⁠⁠⁠⁠.

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