#25: Triple transformation and entrepreneurial thinking in the creative sector: A talk with Marta Materska-Samek (Jagiellonian University, Poland)

In this episode of the ScreenME Podcast, host Ulrike Rohn talks with Marta Materska-Samek—assistant professor at Jagiellonian University, Chair of the Creative Industries Working Group at the Polish Ministry of Development and Technology, and expert in cultural innovation and policy.Their wide-ranging conversation dives into the concept of the triple transformation—digital, green, and social—and how this framework is reshaping the creative industries, particularly film. Marta explains how entrepreneurship in the audiovisual sector must evolve with these shifts and advocates for a holistic, human-centered approach to innovation and policy.The episode also discusses work from within the Crescine project (www.crescine.eu), and it explores how European producers can build entrepreneurial resilience, the challenges of platformization, and the importance of educational reform to foster interdisciplinary learning and creative agency.Key Quotes:“Triple transformation reminds us that everything is interconnected: digital, green, and social. Changing one element inevitably affects the others. It requires a truly systemic approach." “Entrepreneurship in the creative sector isn't always about unicorns. It's about sustainable, social, and human-driven innovation.” “Film producers are highly adaptable… but they lack access to long-term support and R&D resources.” Keywords:entrepreneurship creative industries film industry digital transformation green innovation social innovation audiovisual policy platformization creative education triple transformation Crescine Jagiellonian University sustainability resilience EU funding public policy collaboration SME producersHost: Ulrike RohnSound: Tanel Kadalipp (episode 1-14), Sangam Panta (episode 15 -https://bfmentrepreneurhub.tlu.ee/screenme-podcast/