The new dashboard will give the company insight into its production workforce on not just Paramount+ projects but also Showtime, BET, CBS, MTV, Nickelodeon and more.
“To produce the best content for a diverse global audience, it’s imperative that the teams both in front of and behind the camera, and those who are creating content, reflect our audiences,” says Paramount Global President and CEO Bob Bakish.
For the past six months the company has been testing the tool — which is currently dubbed the Paramount Production Diversity Measurement Infrastructure — on some of its TV projects. In the first phase, the company asked for opt in data on race and gender, but it will explore measuring other factors. Paramount plans to roll out the tool for all of its domestic television productions.
“We know that media plays a pivotal role in shaping and driving values, perceptions, and actions — of individuals and within communities,” says Crystal Barnes, svp of corporate social responsibility and ESG strategy and reporting. “Content for Change’s mission is to transform the way the world sees people.
Because the company was an established Salesforce client, developing a tool using its framework was speedier than building something similar from scratch. Paramount also plans to implement automation features in the future, including Salesforce Flow. “While there is no finish line when it comes to equality, every company can make progress in creating a more diverse and inclusive workforce and ecosystem by seeing and acting on their data,” says Salesforce Chair and CEO Marc Benioff. “We’re incredibly excited to support Bob Bakish and his amazing team of their creation of a new software platform that advances equality across Paramount and the entertainment industry.
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