Case Studies / Channel 4 – Diverse Audiences
Understanding what diverse audiences mean by inclusive TV programmes
The Brief
To understand:
– What ‘diversity’ and ‘inclusion’ mean to diverse audiences
– How diverse audiences perceive Channel 4 and competitors
– What drives audiences’ perceptions
– How representation and portrayal of diverse groups can be improved
– What metrics should be used to track audience perceptions
Our approach
We used a week-long online research community with 60 people from England, Scotland and Wales, with quotas for gender, age, ethnicity, faith, sexual orientation, disability and social class.
Impact
Versiti produced clear guidelines on how to portray diversity and inclusion on TV for Heads of Commissioning across Channel 4.
We developed metrics to track audiences’ perceptions of diversity and inclusion on Channel 4, which help steer decision-making across the business.
Pascale Waltho
Audience Research & Insight Team
Channel 4
“A big thank you for producing a great piece of work in such a tight time frame. Our bosses have been really impressed and the CEO is quoting from it. But more importantly, it will have a direct impact on how Channel 4 addresses diversity and inclusion in all of its programmes from here on in.”
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