‘A lot of content is branded and you don’t realise it.’

In this episode of the MediaCat UK podcast, editor James Swift talks content marketing with Carlotta Rossi Spencer, head of branded entertainment business development at Banijay. Banijay is the world's largest independent production company (and it might be about to get even bigger), with titles including MasterChef and Peaky Blinders in its library. As media commentators predict that more brands would pivot to become content creators in their own right in 2026, Spencer talks about the costs and rewards involved in making branded entertainment, and why there’s more of it around than you may think.