ACON’s Pride in Diversity lists only a few “media” members.
- 10 ViacomCBS (Channel 10)
- Australian Broadcasting Corporation (ABC)
- Bloomberg L.P.
- Initiative Media
In part 1 I looked at our ABC. In this part 2 I will look closely at how SBS uses talent to make pro bono or in kind contributions to the Pride in Diversity mission in exchange for AWEI points.
Like ABC, SBS also lends it’s talent in exchange for points
In the 2021 AWEI SBS scored 185 out of 200 points, making it a gold employer. It is also a silver sponsor by dint of providing pro bono media services to Pride in Diversity. Services such as lending out Riccardo Goncalves to MC the 2020 Australian LGBTQ Awards. Yes, that’s the Pride in Diversity AWEI award ceremony.
This is in addition to their other contra deals such as pre-paying to advertise ACON for the Honour Awards.
SBS Televised the Pride in Diversity LGBTQ Inclusion Awards on SBS World News
Corporate Heroes Get Into The Action
SBS lends out executive-level staff to speak at Pride in Diversity events. This benefits SBS by netting them up to 2 AWEI points. Although it costs them in time and lost productivity for their senior staff.
It benefits Pride in Diversity by having the very public support of the SBS. They don’t even need to pay a speaker’s fee.
When the Corporate Heroes Aren’t Good Enough
Pride in Diversity tries to get the maximum cultural capital out of executive appearances. It does this by demanding that the CEO themselves speak at events promoting LGBTQ inclusion.
SBS sent a Director of Indigenous content to speak, but was NOT granted the 2 points for this question. PID notes the reason “Not CEO/equivalent“.
SBS Director of Indigenous Content and the Head of the NITV Business Tanya Denning Orman spoke at the Pride in Practice Conference in 2020 (Q36 – 0 out of 2 points)
Pride in Diversity was happy to accept Orman’s time, to bill her as a panellist, and charge people who registered to hear her speak. However they didn’t bother advising SBS that she wasn’t of high enough rank to gain their points.
Additional Work – Special Episodes
It’s one thing to lend out a director of programming for an afternoon, it’s another to redirect the whole cast and crew of a TV show to score 1 point on the AWEI index.
From Q43, here is SBS’s list of “additional” 1-pointer activities for 2021.
|MG Parade Participation||Staff built their own float – 1 point!|
|Professor Jane Ussher Talk||She talked about “about her research into the lived experience of sexual violence among trans women of colour in Australia.” 1 point!|
|SBS Pride Guide||“The Pride Guide is a resource, produced by SBS, to support anyone creating, producing or working with LGBTIQ+ content. It has been designed to enable fair, respectful and inclusive representation.”|
1 point for making this guide public (they got 1 point for creating it the previous year)
|Australian LGBTQ Inclusion Awards on National Broadcast||“SBS World News ensured to cover the awards” – Presenter Darren Mara introduced the segment – The story is on their website here.|
“We ensured key members of our staff, Executive and Inclusion Council were present at the Award Ceremony too.” – this means that awards tickets were purchased.
1 point to purchase a fully produced news story
|ACON Covid-19 LGBTQ Impact Panel|
ACON Living Trans Panel
|They promoted 2 ACON events to Pride group members.|
|SBS Pride & Allies undertaking divisional road-shows||To continue to promote our Pride & Allies mission, Pride & Allies Co-Chairs frequently presented at SBS Staff Divisional meetings.|
|This didn’t receive a point.|
Gay and Thai
|“Our Sales and Research team engaged with ACON directly on research into key communities and how they can best be reached based on the content they consume. ACON was able to utilise SBS expertise through our Research and Marketing teams. Our Research team consulted with the Pride & Allies Committee along this process.”|
“ACON has commissioned SBS to conduct some research”. It isn’t clear whether this was paid for, but the context suggests it was a freebie.
Tim Freiszmuth (Custom Research Manager – Audience Data & Insights) “conducted several face-to-face interviews)” and is now designing a quantitative survey to reach gay Thai audiences.
|Insight – ‘Coming out with faith’ episode||“SBS current affairs program “Insight” ran an episode in February 2020 focused entirely on the intersection between sexuality and faith. What|
makes this episode all the more special to our Pride Committee is that the episode was directly inspired by an internal staff-only panel we held in
2019 for Wear It Purple Day”
“This panel was such a success
internally, that it inspired not only our audience but also the Executive Producer of Insight Ross Scheeper’s to spend the next 6 months researching
this moving episode of Insight before airing it nationally on SBS Television in 2020.”
An entire show – 1 point.
|Mardi Gras Federation Square Partnership & Screening||“SBS Pride & Allies driven initiative was the pitching to and liaison with Federation Square to have the live SBS Parade broadcast aired live|
on the big screen outside Federation Square.”
Priceless free promotion for Mardi Gras. 1 point.
|Pride & Allies Video||SBS created a “pride and allies reel” which is played “in all our internal divisional roadshows and also during our employee inductions.”|
|Mardi Gras Broadcast – Sales Presentation||“Our Executive Sponsor of Pride and Allies Mandi Wicks maintained attendance at PID Executive Ally Forums in 2020; as per evidence from her diary below.”|
|Inclusion Council staff update videos||Co-chair of Pride & Allies Committee provides a video meeting summary of their meeting – which is the broadcast to all staff. |
This is a good example of how getting involved with Pride can raise a person’s profile in the organisation.
|“Our national Sales team was in market selling advertising to clients around Australia around our Mardi Gras broadcast. Please see attached file|
“S10 – 2020 Mardi Gras Sales Deck” for the presentation that our Sales team took to market, which was created by Pride & Allies Co-Chair”
1 point – the sales team created sales collateral and spruiked Mardi Gras
SBS profits from the gender gospel
Question 8 of the AWEI is about engaging with suppliers, vendors and business contacts:
We can show evidence of promoting our commitment to LGBTQ inclusion in up to two of the following areas:Q8, AWEI 2021
• pitching for business or contracts
• engaging with potential clients/customers
• applying for funding
• engaging with strategic partners or key external stakeholders
Pride in Diversity has successfully co-opted the resources of our government-funded media to spread it’s message. SBS received their 4-point reward.
Diversity, but only a little bit
This is a good point to note that the training course advertises the “benefits of diversity” but it only deals with limited diversity among sexual behaviours and gender identities. These are arguably best left out of the workplace in any case – having sex at work is still frowned upon. Diversity of ability, cultural background, languages spoken, neurotypical status – these are not covered by “Pride in Diversity” or the LGBTIQ+.
There’s a certain sinking feeling to be had with the realisation that both ABC and SBS have such deep links to ACON/Pride in Diversity. ACON has a clear agenda to promote transgender inclusion at the expense of women’s rights.
Our lefty media outlets can’t be trusted to report the truth on how transgenderism harms women. Not when they are directly being advised by ACON.
Sources of information:
ABC and SBS submissions to the 2021 AWEI scheme were obtained under FOI and are freely available for you to download.
- Pride in Diversity (Internet Archive, October 2021) – https://web.archive.org/web/20211020063627/https://www.prideinclusionprograms.com.au/members-list-2/ Note that “federal government” category went missing from the more recent versions of this page.
- Pride in Practice Conference 2020 – http://www.prideinpractice.com.au/content/uploads/2015/07/2020_Pride_In_Practice_Program.pdf
- SBS – https://www.sbs.com.au/aboutus/freedom-of-information-foi-disclosure-log – refereece 189284
- ABC – https://about.abc.net.au/how-the-abc-is-run/what-guides-us/freedom-of-information/foi-disclosure-log/foi-disclosure-log-archive/ – reference 202021-056
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