MediaCatch Explainer

Start making data driven decisions on diversity


DiversityCatch is a suite of solutions that helps media companies and brands monitor key diversity metrics like age, gender, origin and topics of all the content they produce. Providing real-time, concurrent data to inform your strategy and diversity efforts. It's a forceful driver for change. After all: If you can't see it - you can't be it!


Automatically track diversity in your content across all platforms

DiversityCatch enables you to capture and analyze diversity metrics in your content across audio, visual, and text formats. Utilizing our proprietary AI algorithms, we determine the gender, age, and origin of contributors featured in your content, as well as the topics, to identify instances of misrepresentation or underrepresentation.

Monitor and set targets at channel/program or site level

Our unique dashboard allows you to measure and monitor your diversity concurrently, with a complete live overview of key diversity metrics: split between genders and age, across time slots, by week, split between hosts/others and much more.

Progress and support cultural change

An old adage says: "Not everything that matters can be measured". But finally you can support your drive for cultural change with data! Diversity Tracking provides visual evidence of the progress you are making - and will create excitement and support for the cultural change needed to be truly diverse.

How we track diversity in content

We track content on all platforms from social media and broadcast channels to podcasts and websites.

Our proprietary AI algorithm can identify all faces in video, the voices talking and the topics they talk about. We are transparent with our customers regarding how our algorithms works.

Accuracy measures:

  • Gender identification: 98%
  • Age identification: +/- 4 years
  • Origin identifications: 'caucassian/non-caucassian': 90%
  • Gender in audio 99%
  • Topics in audio 95%

How we track diversity in topics

Representation in gender is one thing. Representation in topics is another.

Our algorithm determines a person's gender with 95% accuracy based on their voice alone. On top of that we analyze everything they talk about and uses Natural Language Processing to determine the topics, so you know if the representation in topics are skewed.

For media companies

Unlike many of the self-reporting initiatives, DiversityCatch uses AI to track diversity, equality and inclusion across all content from alle your platforms and delivers an unbiased view as experienced by your users. Our advanced technology and data visualization makes it easier than ever before to put action behind your diversity agenda.

Instant overview of diversity at channel level

DiversityCatch can be delivered as a live dashboard for you broadcast channel, that showcases all the key metrics you wish to follow. For example:

  • Average % of females on screen (last 24h + over time)
  • Average age of males and females (last 24h + over time)
  • Average % female exposure in primetime

This allows you to concurrently track how your diversity efforts are affecting your output, and dashboards can be customized to support your needs and key focus points.

Key metrics and development at program level for Editors

Nothing moves the needle on your diversity efforts, like the editorial teams taking responsibility to act.

Available as soon as the program has aired, the editorial dashboard allows every editor to monitor the diversity of their specific show, breaking it down into the key metrics that matter. Able to visualize the shows progression over time on metrics like % male/female screentime and age, it is the perfect tool for editorial teams to rally around. We've even seen editorial staff compete against each other to drive key diversity metrics up!

Check your On Demand content

With an easy to use tool, you can check the diversity in all your On Demand content. Just add a link to an episode or series and receive all the insights.

If needed, the solution can also be integrated directly into your media archive.

Separate presenters from contributors

DiversityCatch will let you search for specific faces across all media sources, and identity exposures of key talent, spokespersons or people of interest with +95% accuracy.

We train a bespoke algorithm for your solution. That way you are able to separate out and look specifically at for example the diversity of your talent base and how this is reflected in exposure.

Note: Editorial entities do not require GDPR consent to search for specific faces.

Benchmark against other broadcasters

With DiversityCatch you can also benchmark yourself against your competitors. We scan the content of both local, regional and global TV stations. We are the only provider of a map of the diversity in the content from European broadcasters. See it here.

Download our DiversityCatch presentation for broadcasters

We've made it easy to start doing something about diversity!

Download our DiversityCatch presentation and get the background you need to inform your company's conversations around diversity and how you might drive efforts and measure the effects.

For brands and companies

Diversity is an important priority for companies - proven to drive profitability, impact and cultural relevance.

Be a part of the solution - not the problem!

Get insights from your digital communication to achieve your ESG goals

  • See the performance across all channels in relation to gender, age and origin.
  • Get insights from every single piece of content on social media
  • Find the challenges on your website - and get the tool to correct them
  • Benchmark your own performance against your industry across social media and websites
  • Receive five recommendations you can work on

Benchmark yourself against your competitors and market

The industry benchmark is made up against a panel of companies from your own industry in your own country.

Get a reality check and get all the answers

Receive an in depth report monthly, yearly or live with all the insights to

  • Check if your communication are as diverse as the rest of your company
  • Get to know if you are underperforming compared to business like yours
  • Make sure your online presence behaves the way you want it to, in order to best reflect your business
  • As a Public Service broadcaster, we are committed to reflecting the diversity of the community we serve. MediaCatch allows us to audit just how well we are delivering on our diversity strategy – at both channel, marketing and program-level. This allows our editors and program makers to set goals and follow progress – making diversity an ever present priority within the organization.

    Heidi Sivebæk

    Editor – Diversity, Inclusion and Accessibility DR (Danish Broadcasting Corporation)

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Don't see the specific solution you need above?

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