ZDF, Germany's national public television broadcaster, continually strives to improve the diversity of its programming. Their primary objective was to develop a reliable, automated system capable of accurately and continuously measuring multiple dimensions of diversity. This initiative aimed to guarantee balanced representation across all content. The outcomes of this project were presented at the re:publica conference in Berlin, showcasing the advancements and insights gained through this comprehensive approach. For further details, the presentation can be viewed starting at 04:59:45 in the following link:
ZDF implemented DiversityCatch to analyse their linear programming starting from January 1, 2023. The system excluded advertisements and trailers, concentrating solely on the main programming. Over the analysis period, over 500 days of on air content and data were collected. Advanced AI models were employed to recognize and categorise individuals by gender and age, resulting in a comprehensive and detailed dataset. This robust data collection and analysis framework provided ZDF with critical insights into the diversity dimensions of their content, enabling more informed and strategic decisions to enhance representation.
The analysis conducted in 2023 revealed that, on average, 39% of screen time on ZDF featured women, with this percentage maintaining stability throughout the year. Notably, significant spikes in female representation were observed during the Women's Football World Cup, underscoring the influence of specific content on diversity metrics. Furthermore, the analysis identified discrepancies between screen time and speaking time, revealing that while some programs appeared balanced in terms of visual representation, there were notable disparities in speaking time. These findings indicate critical areas for improvement to ensure a more comprehensive and equitable representation across all dimensions.
Leveraging MediaCatch's advanced AI technology within DiversityCatch, ZDF acquired critical insights into the diversity of their programming. This continuous, automated analysis facilitated the identification of both strengths and areas needing improvement. By establishing and striving towards specific diversity objectives, ZDF underscores its commitment to fostering an inclusive media environment, ensuring balanced representation across all programs. This approach not only enhances diversity metrics but also aligns with broader organizational goals of inclusivity and equitable representation.