Unveils 360° diversity charter
Channel 4 has unveiled a raft of new diversity commitments as part of its annual 360° diversity charter unveiled in Westminster today (2 March).
It has pledged to fast-track the careers of 10 “high-potential” black, Asian and minority ethnic (BAME) employees while offering opportunities for 40 TV programme directors from under-represented groups.
C4 is also targeting the advertising industry and is set to launch a competition offering £1m worth of airtime to an advertiser that develops a powerful advert championing diversity.
The competition follows 2016’s Superhumans Wanted advertising campaign in which Mars Chocolate UK was awarded £1m of airtime for developing diverse advertising around the Paralympics [pictured].
Alongside this, C4 will become the first broadcaster to extend the Diamond monitoring system beyond programming to measure the diversity of its marketing campaigns.
Social mobility strategy
As part of its bid to become a more inclusive employer, the broadcaster is introducing a social mobility strategy to increase opportunities for people from under-represented socio-economic backgrounds.
C4’s chief marketing and communications officer, and board diversity champion, Dan Brooke said diversity “is the lifeblood of creativity”.
He added: “It’s imperative we keep challenging ourselves, not just because it’s the right thing to do, but because it makes us more innovative and more commercially successful.”
Digital and culture minister Matt Hancock claimed C4’s had taken “a fantastic step in making sure that our film and TV sectors reflect the full diversity of the UK today”.
He added: “But industry still needs to do more. The creative industries are potentially one of the greatest forces for openness and social mobility we have, and I want to see all broadcasters striving to stamp out diversity barriers and reflect the country they serve.”
Elsewhere today, director general Tony Hall revealed the BBC had hit a strong of diversity targets it set itself last year.
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