Case Studies / Channel 4

Creating nuanced portrayals that resonate with ethnic minority audiences

The Brief

To explain empirical differences in the viewing behaviours of ethnic minority audiences documented by Research conducted by the Broadcasters Audience Research Board (BARB).

Our approach

We conducted an online research community over a week with 60 people from Indian, Pakistani, Bangladeshi, Black African and Black Caribbean backgrounds, from diverse regions and social classes, and living in different parts of England.


We developed an analytical framework to explain TV viewing motivations among BAME people. The framework was presented to the CEO, Heads of Programming across all genres, and the Reuters Institute in Oxford. 


The insights are shaping commissioning decisions and help Channel 4 ensure that portrayals are more nuanced and authentic.


Overall, the research is enabling Channel 4 to deliver on its remit as a public broadcaster and strengthens its ability to compete in challenging times.

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Ben Marsden

Head of Audience Research and Insight

Channel 4

“By now, we have very high expectations of Versiti and they never disappoint. Their expertise around minority audiences allows them to deliver outstanding strategic research. They bring rich contextual knowledge to make sense of the evidence. Their work adds huge value and drives impact across Channel 4. A brilliant team to work with.”

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