Reflecting the diversity of modern society is more than just the right thing to do – it gives our programmes mass appeal, attracting the largest possible audiences which is essential to our success as an integrated producer broadcaster. So we strive to ensure diversity in our on-screen programming and in our workforce, ensuring that we’re relevant and accessible to all.
We know that only by representing our audiences within our workforce and on-screen will we be able to authentically reflect and appeal to the breath of viewers that characterise modern society. Not only do we want to attract the most talented people, but we want people to achieve their best and successfully develop their career with us.
How we measure success
Although the make-up of modern Britain is constantly changing, the latest census in 2011 from the UK’s Office for National Statistics is the most accurate means for us to benchmark both our on-screen and workforce diversity.
The latest census gives useful insight as to what we should be aiming for in terms of on-screen portrayal (full population) and for our workforce (working or looking for work population). It’s important to highlight that under the Equality Act 2010, it’s unlawful to discriminate, positively or otherwise, on the basis of a protected characteristic like ethnicity or age. Our approach isn’t based on setting quotas, rather that we have aspirational goals to reflect modern Britain by implementing shorter term positive action initiatives and creating a long-term culture of inclusion.
Office for National Statistics, 2011 Census
Aggregate data (England and Wales). The LGBT figure is Stonewall’s recommended estimate.
Working or looking for work
* ITV recognises that transgender reflects an individual’s gender identity and not their sexual orientation. We are working with Stonewall and the trans community regarding how we capture representation for reporting in the future.
** Under discrimination law, disability is defined more generally. The Equality Act 2010 provides that someone is disabled where they have a physical or mental impairment, and that impairment has a substantial and long-term adverse effect on their ability to carry out normal day-to-day activities. This could include a visible or physical disability, but also less visible disabilities such as dyslexia and mental health conditions.
It’s essential for us as a commercial broadcaster to continue to attract the largest possible audiences to our channels and content. This means we must reflect, represent and appeal to the breadth of communities that characterise modern society.
This commitment applies to our entire programme schedule, but it’s important to focus our efforts where we know we can have the greatest impact. Some of our most popular programmes in the UK can attract audiences of over 10 million and reach over 80% of the UK population. That’s why we’re prioritising our most-loved and most-watched programmes, to ensure that the programmes which are at the heart of popular culture are inclusive and diverse as well as being mindful of relevant environmental and social topics.
An important part of improving on-screen diversity is understanding how diverse our programmes currently are. So as well as in-house monitoring of perceived on-screen diversity, we’re making a significant contribution to improving pan-industry monitoring and benchmarking through the Creative Diversity Network (CDN). We’ve invested in a collaborative diversity monitoring initiative, called Diamond, alongside other major broadcasters, which will enable the launch of a standard diversity monitoring system during 2016.
What we’re doing
From increasing the diversity of regular contributors on our Daytime shows, to characters that represent modern society in the nation’s most-loved, most-watched soaps, we’re committed to accurately portraying modern society. Whilst we recognise that there’s still a long way to go, our programme teams are taking steps to increase on-screen diversity. To see our latest data and to find out more about what we’re doing see our ITV Corporate Responsibility Summary Report 2015.
Although our focus is to ensure that diversity and inclusion is embedded within our day-to-day production processes, partnering with organisations that help us to access diverse talent pools is a key part of our approach. Breaking Through Talent, an initiative in partnership with Creative Skillset, focused on the under representation of disability on-screen by offering a one-day intensive casting workshop for actors with a disability.
It’s also important that we’re not just diverse and inclusive in terms of on-screen portrayal, but that modern society is accurately reflected in our editorial content. Reaching over 24 million viewers every week, ITV News brings breaking stories to huge audiences across UK regions and our award winning News teams recognise that reflecting and representing modern Britain’s diverse communities is essential for growing audiences. That’s why over the years, ITV News have established forums to engage with local communities to gather feedback, address challenges and share best practice in improving on-screen representation. Each ITV News region has its own Diversity Panel with representatives from community groups, enabling editorial teams to find out directly from community members how they can better reflect and represent their region.
Initiatives such as Original Voices with Creative Skillset and WriterSlam with TriForce Creative Network helps us to access talent pools of writers who represent and so understand the communities reflected in our programmes.
Although we take overall ownership of our commitment to better reflect society, we can only achieve this by working in partnership with programme suppliers, both from within ITV Studios and from independent programme makers, who generate content for our family of channels. That’s why in 2014, we introduced ITV’s Social Partnership Framework into the programme commissioning process. The framework allows us engage with the wider programme making community to ensure better understanding of our expectations and commitments towards inclusivity. Find out more about the Social Partnership framework here.
We recognise that in order for our programmes and services to accurately reflect and appeal to modern society, it’s important that the teams behind the scenes are equally diverse and that that we foster a workplace culture that is inclusive and accessible to all.
We know that diversity leads to greater creativity and better decision-making so we’re committed to ensuring our workforce reflects the diverse make-up of modern society. With 75% of our workforce based in the UK, our priority is to first embed our commitments at the heart of everything we do here, but our longer term plan is to make sure our best practice and policies are applied globally. The latest census in 2011 from the UK’s Office for National Statistics is the most accurate means for us to benchmark both our on-screen and workforce diversity.
What we’re doing
We have policies in place and have taken a number of measures to help us both better understand and achieve greater diversity in our workforce. Initiatives to encourage colleagues to update their personal data, helps us to understand the make-up and needs of our current workforce and to put in place the tools needed to make sure each and every colleagues can be their best. By auditing our recruitment practices and delivering diversity awareness training, we want to make sure that we are an accessible and inclusive employer of choice. Our policies include an Equal Opportunities policy and our Code of Conduct which outline what we expect of our colleagues and suppliers.
We’re continuing to build on these policies and procedures, raising awareness, rolling out training and in particular we’re looking at measures such as succession planning, mentoring and colleague networks to improve gender balance at more senior levels.
To see our latest data on our UK workforce diversity and global gender split see our ITV Corporate Responsibility Summary Report 2015.
As well as supporting our current workforce, we’re committed to making sure that our future workforce represents and reflects our future audiences and that we continue to be an employer of choice for diverse and creative candidates. Using both our own platforms and by partnering with organisations that share our values and commitment to diversity, we want to give maximum exposure to job opportunities and promote ITV as great place to work to as many diverse groups as possible. Move On Up, our social media platform for diverse TV professionals, promotes job opportunities and gives insight into our approach and commitment to being a diverse and inclusive employer. Our recruitment team are members of Diversity Jobs, which connects people to employers who place high importance on a diverse staff population.
We run a number of entry-level programmes, many of which are award-winning, with the aim of supporting diverse and talented candidates who may not otherwise have considered a career within our industry to do so. We recognise how difficult it can be for people starting out without external support so we’re proud of the fact that all of our internships; traineeships and apprenticeships pay at least the minimum wage.
The ITV News Traineeship is a nine-month programme that offers at least 10 salaried positions working alongside our news teams across the regions. Candidates don’t need professional qualifications or a particular level of education, just a real and demonstrable passion for journalism.
Our award winning ITV Apprenticeship Programme is an alternative to higher education, offering 12-month salaried positions throughout the business with the opportunity to achieve qualifications whilst gaining valuable workplace experience. In 2015, we were proud to announce that in partnership with CILEx Law School and City Law School we’re delivering the UK’s first in-house legal apprenticeship under the government’s Trailblazer scheme. We’re proud to support and now house Creative Access, a charity that helps to create opportunities in the creative industries for young people of graduate (or equivalent standard) from under-represented Black, Asian and other non-white minority ethnic backgrounds. ITV Studios welcomed the first Creative Access interns in 2012 and since then have offered almost 70 internships within ITV Studios and other production partners, with more than half of the young people going on to secure permanent roles after their placement.
We want ITV to be a great place to work and a fundamental part of this is fostering an inclusive culture that attracts, develops and retains the best talent possible, and where everyone is valued and empowered to be their best.
Only by representing our audiences within our workforce will we be able to authentically reflect and appeal to the breath of viewers that characterise modern society. Not only do we want to attract the most talented people to work for us, but we want to enable our colleagues to achieve their best and and to develop their career with us, so making sure our culture and working environment is inclusive and accessible is key.
What we’re doing
We’re the first broadcaster to hold the Living Wage accreditation and pay the London Living Wage. The Living Wage is a route to encouraging social mobility and access to the industry particularly in higher cost of living locations. This means that we pay all employees, from permanent employees to contractors and temporary workers the hourly rate set independently and updated annually by the Living Wage Foundation, which is higher than the new national living wage. We have also standardised all our agreements so that anyone employed or contracted by ITV via a third party organisation will receive the living wage as well. We’re also a signatory to the UK government’s Social Mobility Business Compact, which seeks to address elitism and improve social mobility by offering opportunities to people from socially diverse backgrounds.
Our internal policies support our colleagues to be at their best and include our Equal Opportunities Policy, Disability Policy and Flexible Working Policy to name a few. We’re a Disability Confident partner, working with the UK’s Department for Work and Pensions to remove barriers to employment for people with disabilities and those with long-term health conditions, and to ensure opportunities to fulfill potential and realise aspirations.
We also want to provide our colleagues with the right tools. We’re the only broadcaster to have a group-wide licence for Texthelp’s Read&Write Gold literacy tool. This award winning assistive software empowers colleagues to meet day-to-day literacy and language needs and communicate with greater confidence. Encouraging colleagues to share feedback and opinion is key to our ongoing improvement. Our Employment Engagement survey along with active networks like our OneITV Ambassadors and ITV Pride connect people and enables us to gain valuable insights from across the business as to how we’re doing in terms of building an inclusive and accessible workplace culture. Our network of OneITV Ambassadors spans the business, with representatives from each and every UK team. Through regular meetings chaired by members of the Senior Leadership Team, OneITV Ambassadors help to highlight new ways to make ITV an even better place to work. They act as a voice for the teams they represent: sharing colleagues’ views, shining a light on the things we could do better and finding ways to improve. The OneITV Ambassadors also play a key role in helping to keep their colleagues up-to-date with what’s going on across the business.
Launched in 2012, ITV Pride has provided a key link for our Lesbian, Gay, Bisexual and Transgender (LGBT) community across our UK and international sites. With membership growing every year, the network has a vital role in translating diversity and inclusiveness commitments and policies into benefits for the whole of ITV. Throughout the year, ITV Pride members take part in internal and external events, including both London and Manchester Pride festivals, helping to raise awareness and support for the LGBT and Pride community. We’re also the current chair of InterMediaUK, an LGBT network for people working across the media industry.
We want our programmes and services to be as accessible as possible to the largest audiences, and we’re committed to improving accessibility both on and off-screen.
Ofcom’s Code on Television Access Services sets annual targets for subtitling, audio description and signing, which we continue to exceed, measuring year-on-year against our total transmission hours. Behind the scenes, we continue to review our on-site accessibility specifications and processes to make sure they’re as inclusive as possible.
How we measure success
Ofcom’s Code on Television Access Services sets targets for subtitling, audio description and signing. For 2016, these were:
* although we set ourselves a target of 20%
What we’re doing
Our in-house service, ITV SignPost are experts in creating accessible on-screen content in British and American Sign Language for broadcast, online and many other platforms. Since 2000, they’ve been providing signing for our family of channels as well as a range of international public and private sector clients. Our Signed Stories website, showcases the best of children’s books in British and American Sign Language, animation, text and sound. Signed Stories was ITV’s first website production to transfer to television and now features as a continuing series on CITV.
Working in partnership with RNIB, Action on Hearing Loss and ITV SignPost, more than 85% of our content is subtitled across ITV, ITV2, ITV3, ITV4 and CITV, and 20% or more of content across ITV, ITV2, ITV3, ITV4 and CITV is audio described. We’ll continue to increase accessibility of our programmes and services, with a focus on content across Video On Demand platforms, a growing area of our business. To see our latest access services data see our ITV Corporate Responsibility Summary Report 2015.