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.


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.

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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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