ITV is planning to boost the profile of the Creative Diversity Network (CDN) and achieve greater clarity of purpose in its first year chairing the initiative. How positive are you that ITV can achieve this?
Channel 4 and more recently BBC have both headed the CDN, which changes chair ever two years. The CDN has often been criticised for its lack of continuity in the issues on which it focuses on and a lack of awareness of it in the wider industry.
One source said: “Each chair chooses something different to dwell on, which can weaken the system, as it is difficult to be consistent on issues. The issue selected tends to be that particular broadcaster’s passion. In some ways, the CDN risks becoming too diverse because of all the different interests.”
Another source said: “The CDN sort of lost its way with the BBC. It has a perception problem and in the wider industry is virtually non-existent. Hopefully, with ITV it will take a new direction.”
ITV inherits chairmanship of the organisation from the BBC, which held the position in 2012. Sources close to the CDN say ITV will have to work hard to achieve greater impact with the CDN than the BBC managed.
ITV chief executive Adam Crozier said: “For the broadcast industry, there is a compelling business case for making sure we are representing and engaging our viewers with content that speaks to them. Equally, attracting diverse talent to the industry is vital for creativity.
“ITV is looking forward to working with all members to ensure there is a clear positioning for the CDN and to seek wider engagement with the industry on what the key diversity priorities should be going forward.”
Crozier’s view chimes with the CDN’s five priorities: making the business case for diversity; promoting diverse talent; prioritising new aspects for diversity; communications; and delivery. Its overall mission is “taking joint action on diversity”.
The CDN counts among its members the BBC, Channel 4, Bafta, Sky, Shine Group and Pact. A chief executives meeting will take place this February at which further priorities and details will be agreed.