Blazing a trail in the entertainment industry
STARZ MAKES BUSINESS DECISIONS THAT PROMOTE DIVERSITY BOTH ON AND OFF SCREEN
Hundreds of TV channels and nothing to watch? That might be true if you’re looking for shows and movies featuring a cast of diverse actors. While the entertainment industry in recent years has made strides toward more diverse programming, studies show that women and minorities are still significantly underrepresented in the TV landscape.
Starz is bridging that representation gap. The streaming service is taking innovative and ambitious steps to support more diversity and inclusion in front of the camera and behind the scenes. From internal initiatives to collaborative partnerships, Starz’s efforts are having a direct impact at the company—and are contributing to a broader industrywide push toward more representation. Those efforts are one reason Starz has earned a place on Fast Company’s 2023 list of Brands that Matter.
“Starz’s commitment to diverse representation in entertainment remains strong,” says Alison Hoffman, president of domestic networks at Starz, via an email interview. “We believe that this work cannot be done in a silo and know that there is strength in joining forces with others.”
REPRESENTATION MATTERS
Women and underrepresented groups make up a significant part of Starz’s subscriber base. Starz believes these audiences should see themselves represented not just in the shows and movies they watch, but also in the leadership of the streaming service they’re using.
That’s why the majority of the company’s most senior leaders are women—most of whom are women of color—and Starz has some of the highest percentages in the industry of women and people of color both on- and off- camera. “Viewers often share with us the profound impact that seeing characters and stories that authentically reflect their life experiences has had,” Hoffman says. Focusing on representation does more than cater to an existing subscriber base—it can also help grow it. Indeed, Starz research has found that cast and creator diversity are two of the top drivers for choosing content. This led Starz to create its #Takethelead initiative in 2021, a commitment that influences decisions made throughout the company, from internal hiring to programming decisions. “It is not a side initiative,” Hoffman says. “It is truly the driving force of our company’s strategy.”
As part of #Takethelead, Starz hosts ongoing Transparency Talks, which brings together talent and thought leaders from organizations such as the NAACP, ACLU, and United Nations Women to discuss issues around diversity, equity, and inclusion.
PARTNERSHIPS WITH PURPOSE
Starz is taking its dedication to address inequality beyond Hollywood to Capitol Hill. The company partnered with lawmakers in Washington, D.C., to establish September as National Leading Entertainment and Arts through Diversity (LEAD) Month. The congressional resolution, introduced in 2022, highlights the importance of representation and allyship in entertainment. “By partnering with Members of Congress on LEAD Month, we’ve been able to demonstrate how important it is for audiences to see themselves represented in the stories and characters they see on screen,” Hoffman says.
As it looks to the future, Starz plans to continue developing programming and making business decisions that uphold its commitment to amplifying authentic narratives. “Right now, it’s a differentiator for us,” Hoffman says. “But our aspiration is that someday soon, other organizations will make representation a real focus and we won’t stand apart.”