Why does the Cultural Diversity Network North exist?

The audio visual industries are a powerful force in Britain today. Perceptions, stereotypes and opinions can either be supported or destroyed by what is portrayed in the media.

To make sure what is shown on the screen is fair and accurate, it?s important to reflect this by having a diverse workforce behind the camera and a diverse cast onscreen.

Currently less than 5% of the media industry in the NW is made up of people from Black and Minority Ethnic (’BME’) backgrounds, and 24% of those are cinema cleaners. And in a recent survey by CDN it was found that only 6% of people onscreen in dramas and soaps were from a BME background.

CDNN will be making a conscious effort to try and level the playing field. We do this by sharing good practice, making our members aware of the barriers and also by targeting and providing skills to those people who may not usually have the chance. By integrating the BME community into the mainstream media industry, we are making a conscious effort to benefit from the different stories, views and in making Great Britain a united kingdom! Research by company STARFISH showed that 53% of BME viewers who watch TV daily watch ethnic channels, whilst 44% of listeners listened to ethnic radio stations.

Businesses are beginning to see the economic value of appealing to BME viewers. In 2003, the Institute of Practitioners in Advertising report on ethnic diversity calculated that UK black and Asian buying power (the institute called it “the brown pound”) was worth ?32 billion.

By being an inclusive industry, there is more chance that what is seen and represented on screen becomes fair and more accurate.

Ideally, the aim for this network is that in the future it should no longer have to exist. But whilst the playing field is still uneven, then we will do all we can to redress any imbalance.
                                                            

Here at CDN North we are pleased to announce the inception of our new Chair for 2008, Ms Ranvir Singh.

CDNN would also like to aknowledge the past dedication and commitment shown by our previous Chairs  Caroline Roberts Cherry and Eamonn O’Neal. We hope that Ranvir can successfully take up their mantle as dedicated and focussed ambassadors on the path to racial equality in industry.

Ms Singh joined the industry led board on the 12th of May 2008 following on from the excellent previous chair Eamonn O’Neil of Centini. Ranvir was approached by the board for her fresh perspective, passion and her wonderful reputation, as well as her proactive involvement with previous diversity in the media projects. Ranvir believes that the CDNN should be seen as a mark of approval for industry diversification and hopes to emphasis direction and focus in her position.

Ranvir Singh is best known as co-presenter of Northwest Tonight, alongsideGordon Burns, a position she has held since September 2007. Ranvir began work at BBC Manchester in 2004 as a broadcast presenter after spending 3 years at Radio BBC Manchester presenting programmes such as the breakfast and drive-time slots. In addition to this, Ranvir has reported for various national programmes such as Dimbleby?s Election Night Special and BBC Three?s Manchester Passion. During her time at the BBC, Ranvir has been involved as an industry mentor for the Media Foundation Placement Scheme, which aims to correct the under-representation of individuals from BME communities in the media industry.

When approached to take on the position of CDNN chair Ranvir was at first surprised she had been selected. After meeting with Michele Bentham (Diversity Project Manager of  CDNN) and Caroline Roberts-Cherry (Executive Producer of Entertainment at the BBC, and former CDNN chair) .

Ranvir was impressed with both the passion of the CDNN and the clarity of vision as to why the network wanted her to accept the position of chair. Caroline says of the decision to approach Ranvir: “Ranvir was asked to be the chair because she is completely engaged in this agenda and will be a fantastic asset in terms of CDN north’s profile and reach. Her career achievements to date clearly mean that she will be leading the organisation by example and her energy will ensure future success.”

In this role Ranvir would like to provide further focus and structure to how the network’s aims are achieved. The CDNN provides information about jobs and training, events, the latest news and career guidance to all levels of the industry both in production and soon to be on-screen; Ranvir would like to target these areas individually throughout her time as chair. Ms Singh hopes that this will produce some fantastic, tangible results.

Ranvir believes that the work of the CDNN is extremely important in promoting diversity in the media industry and sees a company’s involvement with the CDNN as an industry mark of standard, For those we can encourage to become involved with the CDNN- cultural diversity isn’t just an idea- it is putting a mark of approval on a company.

Chris Bisson

CDNN are also pleased to announce that Shameless star Christopher Bisson, Managing Director of independent production company Centini, has agreed to become a Patron of CDNN.

We’re grateful to Chris as his support will no doubt be make a significant difference to our work.

“I’m very much looking forward to my involvement with CDNN. Diversity must be represented and celebrated in the media. The only way to do this is to have rich and fully inclusive creative industries. Exploring, understanding and representing the next generation of Britons is key . They can do this for themselves, with your help. Let’s get moving.”