Diversity in Broadcasting

Canadian Association of Broadcasters

Report on
Diversity in Broadcasting


Appendix B

Replies from Partners

Canadian Association of Broadcasters      80th

April 28, 2006

Letter from the Association of Canadian Advertisers

February 16, 2006

Mr. Glen O'Farrell
President and CEO
Canadian Association of Broadcasters
306-350 Sparks
Ottawa, Ontario KIP 5S2

Dear Mr. O'Farrell:
Re: Cultural Diversity on Television We wanted to respond as best we could to your letter (January 26,2006) requesting relevant information on initiatives undertaken by our organization with respect to Diversity in Broadcasting.

A few years ago, you may recall, our organization and the broader advertising community undertook an initiative through Advertising Standards Canada which sought to raise awareness of the value and importance of featuring visible minorities in commercial spots. This was a very successful project and led many advertisers to cast and feature visible minorities in much of their advertising.

Today it is commonplace to see Canada's diverse population regularly reflected in its broadcast advertising. If you have watched any of the Turin Olympic coverage, for instance, you will have noticed the Tim Horton's spot featuring an Asian-Canadian family and the RBC disabled hockey team spots. The CIBC spot running currently featuring Elvis Stoiko and a young up and coming new-Canadian figure skater also comes to mind. The very unique Unilever spots for Dove soap featuring 'average' or 'normal' looking women is yet another example. There are many others.

Unfortunately, we do not track these occurrences, and therefore could not give you any definitive count. Perhaps the Television Bureau of Canada could be helpful in this regard. A specific enquiry as well with Advertising Standards Canada might prove useful.

We trust this is helpful.


Original signed by Robert Reaume

Robert Reaume
Vice President, Policy & Research
Association of Canadian Advertisers

Letter from New Brunswick Film Canada

Monday, November 14, 2005

Mr. Glenn O'Farrell
President and CEO
Canadian Association of Broadcasters
306-350 Sparks
Ottawa ON KIP 5S2

Dear Mr. O'Farrell:

Thank you for your letter of October 14", 2005, regarding Diversity in Broadcasting. As a provincial government agency, we are mandated to adhere to and promote the highest caliber of cultural, ethnic and minority standards, including those for persons with disabilities.

We have, as requested, reviewed our existing eligibility and funding criteria looking for potential systemic barriers, and have also ensured that our incentives do not discriminate in any fashion and promote diversity in all programs, incentives and initiatives offered, both on- and off-screen.

As one of the smaller provincial funding agencies, we do not have a single person dedicated to the development, implementation and communication of and measurement of cultural diversity best practices specific to the sector, but we have ensured that all staff are aware of the reports : and initiative recommended by the CAB and bear them in mind at all times when evaluating applications for funding or other related activities undertaken by the agency.

You may consider me to be the main contact within the organization with regard to diversity issues. I would love to meet with you to ensure that our agency is aware of all relevant issues. Should you be in the area, please do contact us, and we will do the same should we find ourselves traveling to the Ottawa area in the near future.


Original signed by Jon Downey

Jon Downey
Manager, New Brunswick Film

cc: Roger Cyr, Executive Director, BNB Investment & New Brunswick Film

Letter from Radio-Television News Directors Association of Canada

January 9,2006
Mr. Glenn O'Farrell
president and CEO
Canadian Association of Broadcasters
306 - 350 Sparks
Ottawa, ON
Dear Mr. O'Farrell,

Thank you for your recent letters concerning RTNDA's Diversity Initiative and the CAB's 2005 annual convention in Winnipeg.

RTNDA was delighted to contribute to the success of The Future Summit and we look forward to assisting the CAB with the 2006 conference in Vancouver if it so desires.

RTNDA's Diversity Initiative has moved into its next phase. The Diversity Committee, lead by Renato Zane of OMNI Television, has produced a bilingual PSA campaign which was distributed last fall and is now working on the production of a Diversity Toolkit. Among other things, the toolkit will assist broadcast newsrooms in becoming more diverse in the hiring of staff and in the stories they tell. As part of the initiative, RTNDA will also undertake a study of diversity in the broadcast news media in Canada.

We will certainly share any of our work with the CAB and welcome any inputlfeedback it is willing to offer. A copy of the television PSA's was forwarded to Tina Van Dusen last fall. I have enclosed another DVD copy of "Everyone's Story" with this letter.

RTNDA appreciated the invitation to participate in the CAB'S Stakeholder Forum which preceded the release of the research report on Persons with Disabilities in Television Programming. Renato Zane and I attended and found the event to be extremely relevant to RTNDA's diversity project.

Last month, Susan Wheeler and I briefly discussed the review of industry codes contained in the Disabilities in Television report, specifically the issues of "unbalanced coverage" of persons with disabilities. Article 2 of the RTNDA Code of Ethics -Equality - states "Broadcast journalists will report factors such as race, national or ethnic origin, colour, religion, sexual orientation, marital status or physical or mental disability only when they are relevant." I advised Susan that RTNDA may choose to review its Code with reference to the recommendations in the report.

The Disabilities Report suggests the CAB work with RTNDA and the disability
community to develop educational materials on inappropriate use of language in news, to address an imbalance of coverage in disability issues and to produce a PSA. Our resources are limited given our volunteer-based membership. However, RTNDA will strive to do what it can to assist the CAB in these endeavours. At the same time, we will keep you and our CAB colleagues up-to-date on our efforts pertaining to diversity issues.

We look forward to working with the CAB on these and other initiatves in the future.


Original signed by Terry Scott

Terry Scott
Radio-Television News Directors Association of Canada

c.c. Renato Zane, Vice President, News, OMNI Television
Susan Wheeler, Senior Director, Policy and Regulatory Affairs, CAB

Letter from Telefilm Canada

February 23, 2006

Mr. Glenn O'Farrell
President and CEO
Canadian Association of Broadcasters
350 Sparks St., Suite 360
Ottawa, Ontario
K1 P 7S8

Dear Glenn,

Recently, you wrote asking Telefilm Canada to outline the programs it administers that promote diversity within the Canadian television, feature film and new - media sectors.

We at Telefilm are very proud of our efforts to support diversity. In our world, we define diversity very broadly so that it includes our programs to support not only Canada's growing ethnic population but also its Aboriginal and Francophones outside of Quebec communities.

Finally. Telefilm certifies treaty co-productions and actively supports programs that encourage co-productions through its international festivals programs, organizing events such as its well known Immersion program or hosting foreign delegations when they come to Canada. Coproduction is an important way for Canada to build bridges around the world and it encourages diversity of story telling about Canada around the world. At the moment, Canada has over 50 co-production treaties world wide.

We hope this information will assist you in responding to the CRTC. If you or your staff require any further information, they can either contact my office or go directly to Elizabeth McDonald, Senior Policy Advisor, Industry Development (mcdonae@telefilm.q.c.ca; 613-943-0636).

Finally, Glenn, I would like to assure you that we would welcome an opportunity to work with the CAB to identify new programs and resources that would serve your needs and meet our overall shared goal of increased diversity on Canadian screens.

Kindest regards,

Original signed by Wayne Clarkson

Wayne Clarkson
Executive Director
Telefilm Canada

C.C. Susan Wheeler, CAB