The Media Machine

EPISODE DESCRIPTION Season 2 of The Media Machine opens with a reset. In this episode, host Johanna Salazar is joined by new co-host Julie Kellman Reading to set the tone for a season focused less on hot takes and more on how media actually works. Together, they unpack what happens when legacy models break, why reinvention is often the wrong frame, and how builders who understand systems, not just ideas, are shaping what comes next. This conversation is about media as infrastructure, with power shifting from institutions to operators and creators. And about why this moment, while uncertain, is also one of the most generative periods the industry has seen. If you're navigating a pivot, questioning old paths, or trying to understand where leverage really lives in modern media, this episode lays the foundation.   Don't forget to subscribe, like, reshare, repost, or just say hello! Want to receive our newsletter or list of small intimiate curated events --> SIGN UP FORM HERE ****   Framework Takeaway When old models collapse, clarity comes from understanding systems, not chasing identities.   ****   What This Episode Covers Why media should be understood as a system, recognizing your skills and leaving your previous titles behind The difference between reinvention and reframing How creators, producers, and executives already have the skills needed to build what's next Why generalists and systems thinkers are gaining an advantage How technology has shifted power from institutions to individuals What it means to be a "media systems builder" (Coined term by Johanna Salazar) Why this industry moment feels unprecedented, and why it isn't   ****   Key Themes Process over prestige Profit as a requirement, not a taboo People as infrastructure Responsibility in how media is built and scaled Designing new containers instead of chasing new labels   ****   Why This Conversation Matters Now The media industry is in a structural transition, not a temporary downturn. Understanding how systems break, rebuild, and reconfigure is now a core skill, not optional knowledge. This episode reframes uncertainty as a design phase and invites listeners to see themselves not as displaced talent, but as builders with leverage.   About the Hosts Johanna Salazar is a media systems builder with more than two decades of experience operating across television, streaming, sports, and digital platforms. She brings an operator's lens to the industry, breaking down how media systems function and how power actually moves. Julie Kellman Reading is a creative executive, executive producer, and founder who has built across linear television and digital  content, and independent ventures. She brings a people-first perspective and deep creative insight into how media is made, scaled, and sustained.   Subscribe & Follow If someone sent you this episode, it's because they care about your future in media. Follow The Media Machine for weekly conversations breaking down the systems, deals, and decisions shaping the industry. ****   CREDITS Created by: Johanna Salazar Hosts: Johanna Salazar and Julie Kellman Reading Executive Producers: Johanna Salazar and Julie Kellman Reading Edited by: Love + Daydreams   WEBSITE LINK the-mediamachine.com     SOCIALS LINKS Instagram: @themediamachinepodcast TikTok: @themediamachinepodcast Facebook: @themediamachinepodcast   PODCAST LINKS  Apple Podcasts - https://podcasts.apple.com/us/podcast/the-media-machine/id1805996037  Spotify - ​​https://open.spotify.com/show/66NrkMVorc47Ov6qDsvfwn  Amazon Music - https://music.amazon.com/podcasts/d9671a97-b026-45a5-8cf0-1e389f052b9e/the-media-machine  YOUTUBE @TheMediaMachinePod ****   ABOUT THE HOSTS  Johanna Salazar is a media systems builder with more than two decades of experience operating at the intersection of content, business, and technology. She has led global media and production initiatives across television, streaming, sports, and digital platforms, working with major networks, studios, and emerging ventures. Johanna brings an operator's lens to the industry, breaking down how media systems actually function, from deal structures and business models to leadership decisions and production realities. Through The Media Machine, she translates experience into clear, repeatable frameworks for builders, executives, and decision-makers navigating a rapidly changing media landscape. Julie Kellman Reading is an executive producer and founder with a career spanning linear television and digital content, independent media ventures, and a lifestyle brand Love + Daydreams.. She has built and led creative teams, launched production companies, and developed original projects across traditional and emerging platforms. Julie brings a people-first perspective to media strategy, with a deep understanding of how creative work, culture, and business intersect. As co-host and executive producer of Season 2, she grounds each conversation in human impact, creative process, and the realities of building sustainable work in an evolving industry.   FOLLOW US!   Johanna Salazar Instagram: https://www.instagram.com/_johannasalazar/ LinkedIn: https://www.linkedin.com/in/johannasalazar/ Website: https://johanasalazar.com/ Julie Kellman Reading Instagram: https://www.instagram.com/loveanddaydreams/ LinkedIn: https://www.linkedin.com/in/juliekellmanreading/ Shop: https://www.loveanddaydreams.com/shop   #MediaStrategy #FutureOfMedia #BusinessOfEntertainment #MediaLeadership  

EPISODE SUMMARY In this special guest-hosted episode, Julie Kellman Reading sits down with Media Machine creator and Host Johanna Salazar for an intimate and wide-ranging conversation on creativity, innovation, and the discipline of building your own path. Johanna opens up about her professional reinventions, her philosophy of learning by doing, and the systems she's using to expand the future of media, tech, and FoodTech. This is a candid look at what it really takes to create momentum without waiting for approval.   WHY THIS EPISODE MATTERS This conversation explores one of the Media Machine's central ideas: the future belongs to those willing to build before they feel ready. Julie and Johanna move through the realities of reinvention, the power of gaining traction through imperfect action, and the role of AI as both collaborator and amplifier in modern creative work.  For an industry where many feel stuck between ambition and uncertainty, this episode offers both a strategic blueprint and permission to step forward with clarity, ethics, and confidence. It's a reminder that the next era of media will be shaped by people who choose themselves long before the system does.   WHAT YOU'LL LEARN How Johanna rebuilt her relationship to creativity after burnout and career pivots Why "learning by doing" is the most underrated strategy for growth in media and tech How to use AI ethically and intelligently as a creative partner, not a replacement Why traction matters more than talent when pitching, building, or launching The role of systems, discipline, and emotional intelligence in staying consistent Why giving yourself permission is the most important step in reinvention   KEY TOPICS & TIMESTAMPS 00:19 - Opening: Why this episode is guest-hosted by Julie 03:21 - Johanna on rebuilding her creativity and flow 08:41 - Reinvention, self-trust, and the cost of waiting 10:16 - AI as augmentation and a creative multiplier 39:23 - The discipline behind consistency 40:32 - Permission, confidence, and the future Johanna is designing 41:58 - Closing reflections: What Johanna is dreaming toward next LINKS & MENTIONS Foodstream Network The Media Machine Podcast website Tools and workflows referenced during the episode (to be updated post-edit)   FOLLOW THE GUEST Johanna: Instagram: @johanna_salazar LinkedIn: Johanna Salazar Website: mediamachinepodcast.com Julie: Instagram: @loveanddaydreams LinkedIn: @juliekellmanreading Website: www.loveanddaydreams.com   CREDITS The Media Machine is hosted by Johanna Salazar. This special episode was guest-hosted by Julie Kellman Reading. Executive Producers Johanna Salazar and Julie Kellman Reading. Produced and Edited by Julie Kellman Reading. Music, graphics, and visuals by Envato Elements.   THE MEDIA MACHINE LINKS Website: https://mediamachinepodcast.com Instagram: @themediamachinepodcast TikTok: @themediamachinepodcast YouTube: @TheMediaMachinePod X/Twitter: @mediamachinepod Apple Podcasts: https://podcasts.apple.com/us/podcast/the-media-machine/id1805996037 Spotify: https://open.spotify.com/show/66NrkMVorc47Ov6qDsvfwn   ABOUT THE PODCAST The Media Machine explores the intersection of media, business, and innovation through four pillars: process, profits, people, and planet. Johanna Salazar uncovers the future of content, technology, and creative leadership through conversations with visionaries, disruptors, and pioneers shaping the next era of media.

Profit is one of the most pressing, and rapidly evolving, challenges in today's media landscape. In this special compilation episode of The Media Machine, we dive into how companies and creators are rethinking monetization, ad revenues, and growth strategies in a shifting economy. Featuring industry leaders like Cathy Hackl, Sean Atkins, Larry Jones, Alan Wolk, Evan Shapiro, and Stuart Snyder, the conversation dives into how media companies can monetize in an era shaped by gaming, AI, and immersive tech. Discover the secrets behind scaling billion-dollar businesses, the evolution of streaming profits, the challenges of ad-supported models, and whether the current sports content boom is a strategic move or a bubble waiting to burst. Whether you're a creator, entrepreneur, or media executive, this episode offers critical lessons on the business side of storytelling and innovation. In this episode we revisit:  Cathy Hackl walks us through how to monetize future tech like gaming, AI, and immersive platforms. Sean Atkins shares how he found a "fifth quarter" of revenue by repurposing creator content with 5th Quarter Agency. Evan Shapiro explains why massive sports-rights spending is creating a bubble. SHOW NOTES 00:00 Introduction to Media Profits 00:30 Exploring Revenue Models in Media 01:18 Blueprints for Future Media Monetization 03:28 Dhar Mann's Fifth Quarter Agency 06:39 New Streaming Models and Bundling 10:13 The Challenges of Netflix's Ad Tier 14:01 The Sports Gold Rush: Strategy or Bubble? 16:53 Scaling to a Billion Dollars in Revenue at Cartoon Network and Adult Swim 19:59 Conclusion, Future Insights and Credits   CREDITS The Media Machine is hosted by Johanna Salazar. Our producers are Johanna Salazar and Mia Vinciguerra. This episode was edited by Adriana Saravia and Mia Vinciguerra. Our show art was designed by Gabriel Pareja. This episode features music, graphics and visuals from Envato Elements.    WEBSITE LINK https://mediamachinepodcast.com       SOCIALS LINKS Instagram: @themediamachinepodcast TikTok: @themediamachinepodcast Facebook: @themediamachinepodcast PODCAST LINKS  Apple Podcasts - https://podcasts.apple.com/us/podcast/the-media-machine/id1805996037  Spotify - ​​https://open.spotify.com/show/66NrkMVorc47Ov6qDsvfwn  Amazon Music - https://music.amazon.com/podcasts/d9671a97-b026-45a5-8cf0-1e389f052b9e/the-media-machine  YOUTUBE @TheMediaMachinePod ABOUT THE PODCAST  This is The Media Machine - where media, business and innovation intersect. Host Johanna Salazar will explore the future of content, technology, and entertainment through the lens of four key pillars - process, profits, people and planet. Through insightful conversations with visionaries, disruptors, and pioneers, The Media Machine unpacks the challenges and opportunities shaping the next era of media.    #TheMediaMachinePodcast #JohannaSalazar #CathyHackl #SeanAtkins #LarryJones #AlanWolk #EvanShapiro #StuartSnyder #5thQuarterAgency #Netflix #NFL #CartoonNetwork #AdultSwim #Facebook #Youtube   

In this special compilation episode of The Media Machine, we explore the behind-the-scenes journeys of projects that pushed boundaries, captured imaginations, and redefined industries. From the cultural phenomenon of South Park and the groundbreaking James Webb Telescope documentary on NASA+, to Disney Fam Jam, Duolingo's viral "Dead Duo" campaign, and bold programming pivots like Younger, our guests reveal the risks, timing, and creative sparks that shaped their success. Whether it's greenlighting a show, rethinking a brand campaign, or designing user-centered tech experiences, this episode highlights the vision, persistence, and storytelling it takes to turn ideas into reality. Tune in for candid stories, surprising lessons, and a rare look at the processes behind some of media and tech's most impactful projects. We're joined by Season 1 guests including Julie Kellman Reading, Doug Herzog, Rebecca Sirmons, Kevin Flores, Larry Jones, and Rebeca Ricoy, who share their stories with us.   In this episode we revisit:    Doug Herzog recalls the early days of South Park, when an outrageous short film convinced Comedy Central to take a chance on a show that would go on to become a cultural phenomenon. Rebecca Sirmons shares how she uncovered 25 years of archival footage of the James Webb Space Telescope and transformed it into a powerful documentary for NASA+. Rebeca Ricoy explains how a simple A/B test unexpectedly led Duolingo's marketing team to "kill the owl," sparking a viral global campaign. SHOW NOTES 00:00 Introduction to the Media Machine 01:25 Exploring the Creative Process 01:37 Greenlighting and Development Insights 02:59 Case Study: Disney's Fam Jam - A Dance Competition Show 04:26 A Cultural Phenomenon: The Making of South Park 06:04 The Story Behind Cosmic Dawn: The NASA+ James Webb Telescope Documentary 09:25 23andMe: A Journey Through Personal Genetics 13:14 Programming Shifts: From Multicam to Single Cam with TVLand's Younger 16:04 Duolingo's Marketing Genius: The Dead Duo Campaign 21:09 Conclusion, Next Week's Preview & Credits   CREDITS The Media Machine is hosted by Johanna Salazar. Our producers are Johanna Salazar and Mia Vinciguerra. This episode was edited by Adriana Saravia and Mia Vinciguerra. Our show art was designed by Gabriel Pareja. This episode features music, graphics and visuals from Envato Elements.    WEBSITE LINK https://mediamachinepodcast.com       SOCIALS LINKS Instagram: @themediamachinepodcast TikTok: @themediamachinepodcast Facebook: @themediamachinepodcast PODCAST LINKS  Apple Podcasts - https://podcasts.apple.com/us/podcast/the-media-machine/id1805996037  Spotify - ​​https://open.spotify.com/show/66NrkMVorc47Ov6qDsvfwn  Amazon Music - https://music.amazon.com/podcasts/d9671a97-b026-45a5-8cf0-1e389f052b9e/the-media-machine  YOUTUBE @TheMediaMachinePod ABOUT THE PODCAST  This is The Media Machine - where media, business and innovation intersect. Host Johanna Salazar will explore the future of content, technology, and entertainment through the lens of four key pillars - process, profits, people and planet. Through insightful conversations with visionaries, disruptors, and pioneers, The Media Machine unpacks the challenges and opportunities shaping the next era of media.    #TheMediaMachinePodcast #JohannaSalazar #JulieKellmanReading #DougHerzog #RebeccaSirmons #KevinFlores #LarryJones #RebecaRicoy #Disney #DisneyFamJam #ComedyCentral #SouthPark #NASA #CosmicDawn #JamesWebbTelescope #23andMe #Younger #TVLand #Duolingo #DeadDuo  

In this compilation episode of The Media Machine, hosted by Johanna Salazar, we dive into the essential tools and platforms used by industry experts in media, technology, and entertainment. Topics include the expansive capabilities of Unity for AR and VR, the user-friendly website creation platform lovable.dev, the versatile design tool Canva, and the efficient drop-shipping service Printify. We also explore tech setups for podcasting and video editing, strategic partnerships with big names like Netflix, and the evolving landscape of ad monetization in streaming. Join us as we uncover insights and recommendations to help you launch your idea, streamline your business, or discover apps that industry insiders are swearing by.   This episode includes industry experts Alex Grady, Cathy Hackl, Julie Kellman Reading, Leslie Arredondo, Nicki Sun, Rebecca Sirmons, Peter Blacker and Evan Shapiro.   In this episode we revisit:    Cathy Hackl explains how Lovable.dev makes it possible for anyone to build websites or apps with simple text-based prompts. Julie Kellman Reading shares how she uses Canva, Printify, Shopify, and Etsy to design, produce, and sell everything from t-shirts to yoga mats.  Evan Shapiro breaks down why YouTube is both the biggest competitor and most important distribution partner for media companies.  SHOW NOTES 00:00 Introduction to the Media Machine 01:24 Exploring Unity: The Game Development Powerhouse 02:27 Lovable.dev: Revolutionizing Web and App Development 03:22 Canva: The Ultimate Design Tool 04:29 Print on Demand with Printify and Shopify 06:39 Starting a Business: Legal and Technical Steps & Using LegalZoom 08:51 Essential Tech for Creators 11:11 The Future of Streaming and Ad Monetization 15:04 The Rise of Mobile Commerce 16:20 YouTube: The Underrated Giant 18:29 Leveraging Social Media for Brand Partnerships 21:59 Conclusion, Next Week's Preview and Credits   CREDITS The Media Machine is hosted by Johanna Salazar. Our producers are Johanna Salazar and Mia Vinciguerra. This episode was edited by Adriana Saravia and Mia Vinciguerra. Our show art was designed by Gabriel Pareja. This episode features music, graphics and visuals from Envato Elements.    WEBSITE LINK https://mediamachinepodcast.com       SOCIALS LINKS Instagram: @themediamachinepodcast TikTok: @themediamachinepodcast Facebook: @themediamachinepodcast     PODCAST LINKS  Apple Podcasts - https://podcasts.apple.com/us/podcast/the-media-machine/id1805996037  Spotify - ​​https://open.spotify.com/show/66NrkMVorc47Ov6qDsvfwn  Amazon Music - https://music.amazon.com/podcasts/d9671a97-b026-45a5-8cf0-1e389f052b9e/the-media-machine  YOUTUBE @TheMediaMachinePod   ABOUT THE PODCAST  This is The Media Machine - where media, business and innovation intersect. Host Johanna Salazar will explore the future of content, technology, and entertainment through the lens of four key pillars - process, profits, people and planet. Through insightful conversations with visionaries, disruptors, and pioneers, The Media Machine unpacks the challenges and opportunities shaping the next era of media.    #TheMediaMachinePodcast #JohannaSalazar #AlexGrady #CathyHackl #Julie KellmanReading #LeslieArredondo #NickiSun #RebeccaSirmons #PeterBlacker #EvanShapiro #Unity #Lovable #Canva #Shopify #Etsy #Printify#GoDaddy #LegalZoom #OpusClips #DaVinciResolve #RodeMicrophones #TascamPortacaptureX6 #Netflix #Youtube #Amazon #Mountain #TikTok #Instagram