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

2. Multicultural Centre 2004 - 2006 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

3. 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

4. 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)

5. An inexact science.. Accents – dialects Appearances Names Is this measurable? What does the DO (Discrimination Ombudsman) say?

6. Equal and different? Sweden-Finns 450,000 Tornedal Finns 50,000 Roma 40,000 Jews 25,000 Sami 15-20,000

7. Corporate Social Responsibility and Sustainable Development/Diversity SVT 2006 - Gender Ethnic and cultural diversity Age Disability Sexual Orientation

8. The Declaration of the Programme Group of the EBU, 1994

9. 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

10. Integration…. means being embraced as a whole - not being victimised due to differences - and being involved, equal but not identical Lars Dencik