Jay has helped extend Murdoch Mysteries into an interconnected franchise spanning digital spin-offs, sold-out symphony performances and fan tours, school curriculum lessons, licensed products, board games and podcasts, with gaming experiences across Roblox, Fortnite and mobile.

The challenge is to give audiences more than a television series to follow. How can fans experience its world, express their love for it and see that passion reflected back?

The aim is for each extension to reinforce the others: keeping established IP relevant, reaching new audiences and opening creative and commercial opportunities. More ways into the tent, and more reasons to stay.