February 2, 2022 | Authored By
At NBCUniversal, we create premium content and entertainment experiences that all people love—telling stories that spark conversations, foster connections, and drive meaningful change. And we know that with unparalleled scale—hundreds of millions of viewers across our One Platform—comes an equally rare opportunity to partner with advertisers and reach diverse audiences with care and courage.
But our power to shape culture also comes with a very real responsibility for us, and every advertiser we partner with—to value every audience member, and make every audience member feel valued. And as we prepare to celebrate Black History Month in February, we also know that it’s our responsibility to tell diverse stories and model inclusivity all-year-long.
Around this time last year, NBCU President Laura Molen announced the creation of NBCUniversal Advertising and Partnerships’ Empowerment and Inclusion Council, which will help shape the future of diverse advertising experiences and content partnerships. Powered by Comcast/NBCU’s $100 Million Commitment to Advance Social Justice & Equality in June 2020, we’ve accelerated our efforts to identify, unify, and amplify opportunities that foster inclusion across our company, and support the vision of diverse businesses, creatives, and consumers alike.
And as we look ahead, we’re proud to share how we’re creating the best future for our business and our consumers, and ensuring every person is heard and authentically held across our platform.
First, we believe that CULTURE is dynamic—not static—and continuously shaped by diverse and unique voices. Nobody knows diverse audiences at scale like NBCU and we take pride in bringing great cultural moments to diverse audiences across all platforms.
For example: During the Tokyo Olympics, Telemundo presented extensive Spanish-language Olympic coverage across linear and digital platforms. And later this month, we’ll broadcast Spanish-language coverage of the 2022 Super Bowl, making it the first-ever US network broadcast of the game in Spanish across linear and Peacock.
Second, we believe that all audiences and people should be reflected in our programming, teams, and products. And we are prioritizing that representation across our company—in the boardroom and the writer’s room, in front of the camera and behind the scenes.
By 2045, 43% of the United States will be Black, Indigenous, and People of Color (BIPOC); and at NBCU we reach 9 out of 10 multicultural consumers every month, producing content and advertising experiences that meet people whoever and wherever they are.
Multicultural audiences want to be authentically engaged by advertisers 365 days a year, and thankfully, we’re a company of storytellers and content creators. That’s why in 2021, brand partners turned to us to leverage our world-class talent, fan-favorite IP, and industry-leading data to reach diverse audiences at scale. With custom, culture-first activations across One Platform, companies are sharing the stories that matter, where and when and with whom they matter most.
Consider last year’s Scene in Color film series stewarded by iconic producer Will Packer and powered by brand partner Target. Across our digital properties, the groundbreaking work of three emerging Black filmmakers captivated audiences, and challenged them to create a more just, joyful world.
Of course, it’s not enough to simply amplify the work of diverse creatives—we also have to support them at every stage of their creative journey. Take, for example, the Original Voices Fellowship powered by NBCU Academy and NBC News Studio. Our inaugural cohort of diverse documentarians received $45,000 in grants to help produce feature-length nonfiction films exploring Latinx identity, Blackness, disability, and more. In addition to funding, each filmmaker has NBCUniversal production and distribution resources at their disposal.
And our partnership with Ghetto Film School provides opportunities for collaboration and training opportunities across departments for students and graduates across the country.
All the while, NBCU Academy’s multi-year partnership with 30 academic partners is expanding access to careers in the news industry among tomorrow’s BIPOC journalists; our Talent Infusion Programs (TIPS) is sourcing the funniest writers and comics from communities across the country; and the team at NBC Female Forward is forging paths for women directors to tell new stories in scripted series.
Finally, we’re offering the long-term, multi-year deals that rising creatives and cultural icons like Jordan Peele, Tanya Saracho, and Stephen Curry and Unanimous Media deserve. These diverse storytellers are building the future of our industry, and we’re making One Platform an unparalleled home to amplify their influence and vision at scale.
Lastly, we believe in ACTION with ACCOUNTABILITY. We’re fostering opportunities across our platforms to create measurable impact and long-lasting change for marginalized communities.
This work doesn’t end with diversifying on-screen talent or giving back to the audiences that trust us—but we know that when we elevate diverse voices behind the scenes, we create the welcoming and affirming culture that historically marginalized groups need to break through and break records.
Across the board, we’re excited to find new ways to understand, elevate, and celebrate diverse audiences, measure the impact of our work, and help our advertising partners build new relationships with today’s consumers. Because when every story can be told, everyone can find a connection.
