Ethnic and Cultural Diversityon- and off- screen SVT – EBU - Equal

From Multiculturalism to

Sustainable Development

Inger Etzler, SVT

Multicultural Centre2004 - 2006

• Resource for departments and programmes

• Policy, library, focus groups, networking, contacts

• Information, advice on programmes and staff issues, seminars

• Prix Mosaik 2006

• Website: Internal pages, website; links and good practice

Why – besides the law?

• Increase diversity for an aware, comprehensive SVT

• We are to be attractive to all our viewers

• Better programmes

• Attract new viewers

• Diversity leads to creativity

22.2%• Born outside Sweden:

12.2 %

• Born in Sweden of two foreign-born parents:

3.6 %

• One parent born in Sweden and one foreign-born parent:

6.4 %

(Foreign citizens:

5.3 %)

Source: SCB (Official state statistics)

An inexact science..

• Accents – dialects

• Appearances

• Names

Is this measurable? What does the DO (Discrimination Ombudsman) say?

Equal and different?

• Sweden-Finns ≈ 450,000

• Tornedal Finns ≈ 50,000

• Roma ≈ 40,000

• Jews ≈ 25,000

• Sami ≈ 15-20,000

Corporate Social Responsibility and

Sustainable Development/Diversity SVT

2006 - • Gender

• Ethnic and cultural diversity

• Age

• Disability

• Sexual Orientation

The Declaration of

the Programme Group of the EBU, 1994

Challenges

• FAIR PORTRAYAL: age, gender, sexual orientation, disability, ethnic and cultural diversity

• A common toolkit for EBU members

within the Equal initative

• Getting more people involved

• Implementing diversity thinking

• Bringing programming and personnel strategies

together

Integration….

means being embraced as a whole

- not being victimised due to differences -

and being involved, equal but not identical

Lars Dencik