Exploring Diversity in Audience Segmentation at the 2018 Multicultural TV Summit

In this day and age, it’s vital that the TV industry aim for inclusive representation in age, gender, ethnicity, and sexual orientation in media content and advertising in audience segmentation, as well as a more nuanced look at who we are in all our complexities.

This need for diversity was a main takeaway from the 2018 Multicultural TV Summit in New York, where panelists from the TV industry spoke about advancing multicultural content, viewpoints, and talent. Joiava Philpott, vice president of regulatory affairs at Cox Communications, noted that while progress has been made, more effort is needed to “achieve greater diversity on our screens.”

Going Beyond the Current Approach to Audience Segmentation
How does a network achieve greater multicultural representation when its audience segments may not be so diverse? Juan Williams, co-host of The Five on Fox News, said we’re in a “moment of tremendous demo[graphic] change in the U.S. and in our media.” With a primetime lineup that’s right of center, he asked, “How do you tell stories that penetrate all of the market segments?”

Read the full article on the Videa blog.