ViacomCBS Reflecting Me
ViacomCBS released the findings of its newest Global Insights project, Reflecting Me: Global Representation On Screen, which uncovers that global audiences feel entertainment companies have a responsibility to increase authentic, accurate on-screen representation.
Reflecting Me: Global Representation On Screen is an expansive in-depth exploration of how television and entertainment teach people about themselves and others, with more than 15,000 people surveyed from across 15 countries worldwide. The study was commissioned by ViacomCBS Networks International’s Race and Equity Taskforce, as part of Content for Change, a global ViacomCBS initiative that aims to counteract racism, bias, stereotypes and hate through the company’s culture, creative supply chain, and ultimately the content it creates.
Representation matters to audiences all around the world, with more than 80 percent calling for more to be done to improve representation both on and off screen. It is also widely recognized that representation has an impact on the real world by influencing people’s perceptions, with 85 percent of respondents in agreement. Those that feel poorly represented suggest that this is not only due to not seeing enough people like them on screen but also due to seeing inaccurate portrayals, with more than half (52 percent) of people who feel poorly represented saying accuracy is lacking.
“Representation in media is a critical component to authentically connecting with diverse audiences and communities,” commented Colleen Fahey Rush, EVP, Chief Research Officer, ViacomCBS. “Along with launching our expanded Content for Change initiative, this study reflects how ViacomCBS is proactively taking steps to transform our entire creative ecosystem to better serve our audiences and create meaningful change now and for the future.”
“Through this study, for the first time, we see evidence of the connection between representation on screen and mental health,” added Christian Kurz, SVP, Global Streaming and Corporate Insights.
“From the early days after the formation of the VCNI Programming and Audience Task Force, we knew that in order to succeed, we had to understand the opinions behind the scenes — those of our audience,” said one of ViacomCBS’ Race and Equity Task Force Leaders, Susan Nave.
