TORONTO – A nation-wide radio and television campaign to promote cultural diversity in the news media was launched today by the Radio-Television News Directors Association.
A series of announcements will begin airing on radio and television in the coming weeks, promoting awareness and support of diverse news operations.
“We hope this campaign will make people aware of the fact that a diverse culture is what Canada is all about, and that the news media is keen to properly reflect that diversity,” said Terry Scott, president of RTNDA Canada, in the press release.
According to Statistics Canada, our foreign-born population will reach 22% by 2017. “It’s imperative that broadcasters adapt and reflect those changes to avoid a disconnect with a potentially huge audience," said Scott.
RTNDA is committed to improving coverage of all forms of diversity, including the reflection of aboriginal and First Nations people, as well as Canadians with disabilities.
The public service campaign – entitled “Everyone’s Story” – includes 30-second announcements in English and French that will be available for airing on radio and television stations beginning this week.
The announcements were produced by Dynamix Productions and will be distributed to media outlets across the country by FastChannel Network Canada.
“Everyone’s Story” is one of a handful of initiatives the RTNDA’s Diversity Committee is undertaking over the next two years. A “how-to” DVD guide for newsrooms and a study of diversity in Canada’s broadcast news media will also be compiled.
In addition, the RTNDA is providing educational sessions related to diversity at the association’s professional development seminars and national conferences.
The Multiculturalism Program of the Department of Canadian Heritage is assisting RTNDA with its efforts by providing $197,614 in funding over a two-year period.
"Canada’s ethnic and racial diversity continues to evolve at a rapid pace“,
said Minister of State (Multiculturalism) Raymond Chan in the release. “This project will help news media across Canada to better reflect our country’s growing diversity and to promote the values of multiculturalism and shared citizenship.”
The RTNDA’s diversity project, the product of much hard work done by RTNDA volunteers, complements efforts made by other organizations to advance diversity objectives in the electronic media. The Canadian Association of Broadcasters (CAB), for example, recently conducted a comprehensive study of cultural diversity on Canadian television.
The RTNDA is the voice of electronic journalists and news managers in Canada. It represents approximately 400 news directors, reporters, producers, educators, students and industry associates across the country.
