How a national broadcaster is transforming its DEI content strategy to connect with diverse audiences

A national news broadcaster recognized a critical gap in connecting with its nation’s young, diverse, and multicultural audience. The question was clear: how could their content evolve to attract and resonate with these diverse cohorts? To answer this, they turned to Magid for a data-driven, strategic solution.

Magid implemented a multi-phase approach, starting with a deep dive into existing research, coupled with a comparative and quantitative analysis of the market by cohort. This foundational work set the stage for the next phases, which included examining over 133 shows across 26 networks, and conducting an in-depth eDNA analysis to identify the DEI dimensions most critical for diverse audiences.

The results were transformative. Magid’s analysis provided the company with actionable recommendations for content development and distribution strategies designed to better connect with diverse audiences. Additionally, they now have access to a dynamic dashboard, allowing for continuous monitoring and comparison of shows based on key DEI dimensions. This scalable, updateable data ensures they can adapt their content strategy to stay in tune with evolving audience expectations.