Ethnic and Cultural Diversity on- and off- screen SVT – EBU - Equal From Multiculturalism to Sustainable Development Inger Etzler, SVT

Multicultural Centre 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 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