In an ongoing effort to prioritize DEI in its programming, and in response to inquiries and RFPs from advertisers requesting same, the CBC has initiated a new diversity commitment to better reflect Canadian audiences and advance equity, inclusion and representation in the Canadian production industry.
The announcement, made at the Banff World Media Festival last week, requires that at least 30% of all key creative roles on new CBC original scripted and unscripted series commissioned from independent producers will be held by those who self-identify as Indigenous, Black, a Person of Colour or a person with a disability.
Each type of series will reportedly have a tailored, genre-specific approach to what is considered a key creative role, included in all contracts with independent producers. Producers of current CBC series will be required to outline how they will work to increase equity and representation across existing programming.
“Diversity, equity and inclusion is a huge priority for us as at CBC/Radio-Canada, and for our advertising partners as well,” Donald Lizotte, CBC’s GM and chief revenue officer, tells Media in Canada. “Over the past year, we have seen an increase in inquiries and RFPs for advertising environments that represent DEI content. As Canada’s national public broadcaster, it is our responsibility to reflect all Canadians, and we are pleased to be able to currently offer our advertising partners high-quality, brand-safe content across all our genres that is reflective of modern day Canada. With this recently announced commitment, that content offering will continue to grow.”
The initiative, which takes immediate effect, builds on CBC/Radio-Canada’s announcement at Banff last year. The majority of original series on CBC’s 2021-22 programming slate reportedly meet the first goal, with many already achieving and, in some cases, exceeding the new 30 percent target, including Coroner, Diggstown, The Porter, Pretty Hard Cases, Run the Burbs and Sort Of.
CBC will continue to discuss and evolve the new commitment in partnership with the Canadian creative and production industry, and Radio-Canada says it will ensure at least one of the key creative roles on all of its original French-language scripted and unscripted programming is held by someone from an equity-deserving group by 2025.
