Exploring Public Media's Role in Diversity, Equity, and Inclusion

When it comes to DEI, public media has historically taken on the responsibility of educating and ensuring empathy within our communities. Of course, there is always room to grow. Let's take a look at how we are doing.

From Mr. Rogers washing the feet of his Black mailman to unbiased news, PBS and public radio have long held the line for DEI. Before “Diversity Equity and Inclusion” was a common phrase, public media played a role in forging the path to equity and cultural appreciation. Today public media has reached an all-time high in representation.

Ultimately, public media responds to the needs of its community. By considering the life experiences of their audience and implementing meaningful programming, public media has afforded all of society a place where they can find representation, respect and understanding. Supporting diversity, equity and inclusion (DEI) is a pillar of that purpose.

By providing educational content, arts and music coverage, documentaries, as well as news, public media continues to reach underprivileged and minority communities with quality programming. This knowledge brings awareness and joy to many Americans who may never experience it otherwise.

How Public Media Selects Content That Resonates 

Most of us are aware that public media provides free high-quality programming throughout America. Oftentimes, rural areas have difficulty accessing adequate local news andeducational programming. From Austin City Limits to National Public Radio (NPR), public media has long held a special place in the life of Americans.

How programming is selected varies from region to region. Each public radio and TV station is run independently and focuses on what the local community will benefit from. In other words, what type of music would be most appreciated by locals? How can the children’s programming impact education levels in the region? How diverse is the region? Are those minorities appropriately represented? Ultimately, public media programming is selected according to local needs, culture and expectations with the intention of edifying the community.

Consequently, public media remains America’s most trusted institution for news and educational programming. Each local public media station maintains sole authority for selecting the programs that it airs. Along with programming they produce themselves, public television stations also choose programs from the following sources:

• Public Broadcasting Services (PBS), provides more than 1,200 hours a year of children's, primetime, educational, and cultural programming from which its member stations can choose.

• American Public Television (APT), acquires programs that may be purchased by stations on a title-by-title basis.

• The Independent Television Service (ITVS), distributes independently produced television programs.

• The National Educational Telecommunications Association (NETA), annually distributes about 2,000 hours of programming produced by various public television stations, other entities, as well as independent producers via satellite to stations nationwide.

Likewise, Public radio stations obtain their programming from the following sources:

• On average, each station produces approximately 40% of its own programming.

• Nearly a quarter is from NPR, including news and information, cultural and entertainment programming.

• More than 35% is obtained from Public Radio Exchange (PRX), American Public Media, and other producers or distributors. This includes programs obtained directly from independent producers and other public radio stations.

While broadcast remains one of the top choices for Americans, public media has expanded to include digital and mobile platforms. This includes but is not limited to streaming services, podcasts, digital media, social media, as well as radio and television programs. Ultimately, public media is a system of independently managed and operate local public radio and television stations.

Taking into consideration the needs of each region as a whole, stations work diligently to ensure everyone has an opportunity to learn and grow according to their own interests and inclinations. Additionally, public media stations bring to light the challenges facing minorities in each community.

Public Media's Unwavering Commitment to DEI

In 1960, approximately 85% of the United States population was Caucasian. Forbes experts predict that by 2050 that percentage will decrease to 47%. In the 1950s women represented a mere 30% of the workforce. Today they represent approximately 47% of the U.S. workforce. Furthermore, in 1950, 10% of Americans identified as Black. Today that population has increased to 13.6%. These statistics command a more inclusive story.

According to the 2022 PBS annual DEI report:

• Across primetime documentary programming in 2022, 58% of PBS’s content featured BIPOC talent, was produced by BIPOC makers, or explored diversity-related topics.

• 28% of primetime documentary content for PBS national distribution was created by BIPOC makers in executive producer, producer, director or writer roles.

• PBS Digital Studios released 25 series in which:

  • 68% of PBSDS series covered topics of a diverse nature 

  • 73% of PBSDS series featured BIPOC talent 

  • 68% of PBSDS series were produced by BIPOC creators 

• PBS KIDS refreshed its logo in FY 2022 to make it more inclusive and welcoming. All PBS KIDS series feature characters of diverse backgrounds, abilities, and experiences to ensure every child sees themselves in its content. 

Employees have also seen progress at public media stations. Within PBS, BIPOC employees comprised 48% of new hires and 35% of promotions in FY 2022. Additionally, women account for 75% of new hires and 64% of promotions. Moreover, 43% of PBS’s Senior Leadership were women, while people of color made up 29% of the leadership team. As of June 30, 2022, the 27-member PBS Board included 13 women and ten people of color.

Through representation both on and behind the screen, PBS is living up to its DEI expectations. Public radio released a similar. They measured both race and ethnicity, as well as gender identity — and are working on including other distinctions in future iterations of this report. NPR also included details on representation regarding disabilities.

From reporters to hosts, public radio is tracking whom they hire and promote. It’s a process in which they can analyze where they need to grow and how to ensure that every individual is represented. As public media continues to evolve, they are listening to the needs and concerns of their audience while implementing the necessary changes to meet the needs of entire communities.

Cultural Awareness Programming Makes a Difference

We’ve learned along the way that individuals living in the same community can have very different experiences. PBS revealed the epidemic of human trafficking and its tragic impact on the BIPOC community. NPR dissected the disappearance of an 8-year-old from a DC homeless shelter. Both conveyed the disparities of safety for minorities and the poverty-ridden. Public media continues to shine a light on the issues facing all of us no matter who we are or where we live.

This is also reflected in the diversity and representation of current programming. Many of us look forward to Henry Louis Gates, Jr.’s “Finding Your Roots” program. Numerous inspirational and educational programs have been introduced and are proving immensely successful. These lineups have yielded a devoted fanbase and educated us all on what is happening both within our communities, as well as nationally.

From groundbreaking children’s programs such as Maya and Miguel, to the landmark documentary series Eyes on the Prize, public media programming explores diversity of all types— including race, religion, gender, age, geography, and disability. Recent examples of these programs include:

• Alma’s Way (premiered 2021)

• The American Diplomat (2022)

• Becoming Helen Keller (2021)

• Finding Your Roots with Henry Louis Gates, Jr. (premiered 2012)

• Jelly, Ben & Pogo (premiered 2021)

• La Frontera With Pati Jinich (2021)

• Live From Cain’s (premiered 2021)

• Making Black America: Through the Grapevine (2022)

• Molly of Denali (premiered 2019)

• Plague at the Golden Gate (2022)

• Rosie’s Rules (premiering 2022)

• Unladylike2020 (2020)

(If you haven’t already selected a favorite, take this opportunity to learn more by following the attached link of each title.)

Authenticity and Broad-mindedness: Key Expectations of the Public Media Audience

Public media programming continues to convey its mission with diversity, equity and inclusion efforts. For over 70 years, this resource has provided educational and inspirational programming that supports this purpose. As we evolve as a society, so will public media’s program options.

Public media audiences have become accustomed to this elevated radio and television experience. Moreover, they expect it. The below stats depict an audience that believes certain standards should be met in society.

Public radio listeners prioritize the following DEI elements:

• 84% affirm that equal opportunity is very important

• 80.7% to be broad-minded is very important

• 94.1% being authentic is very important

• 68.5% working for the welfare of society is very important

• 90.1% making an effort to assist others is very important

It’s evident that the public media audience shares a consensus; they prioritize the well-being of our society as a whole. As we continue to evolve culturally, the expectations of our audiences change as well. This reality equates to public broadcasting sharing the voices of the unheard.

There is a big, beautiful world out there full of interesting insights and different perspectives. And public media will continue to explore those avenues and bring them to you for free—even if you can’t get there on your own. After all, everyone deserves to experience the world around them without limitations or persecution. And public broadcasting is doing its part to ensure that they do.