The Canada Media Fund saw an increase in overall representation of Indigenous participants and those from diverse communities in 2023-24, according to its second demographics report.

The data is collected from individuals who self-identified through CMF’s voluntary Persona-ID system. The first report covering the 2022-23 fiscal year was released in March.

Participation in the Persona-ID system from those with key roles increased year-over-year, from 83% to 89%. According to the report, the majority of those who had previously not chosen to participate belong to majority groups, meaning individuals who identify as non-Indigenous, heterosexual, able-bodied or white or of European descent. Shareholder participation also increased to 85% from 67%. While there are two years of data to compare, CMF stressed in a release that it is too early to identify trends.

Persona-ID had 11,463 users in April 2024 compared to 6,883 in the same period in 2023, a CMF spokesperson told Playback Daily.

CMF includes Indigenous (First Nations, Inuit and Métis), Black or members of racialized communities, 2SLGBTQ+ and persons with disabilities under its definition of diverse communities. The organization defines key roles as all paid positions for writers, directors and producers.

The representation of First Nations, Inuit and Métis in key roles in linear content productions rose to 9% in 2023-24 from 7% in the prior fiscal year. Representation in Indigenous-language productions rose to 68% year-over-year from 57% in 2022-23.

However, Inuit representation remained at 1% overall and declined in Indigenous-language productions, decreasing to 19% from 26% in the prior fiscal.

At the same time, an increase in shareholder participation yielded a better picture of Indigenous ownership in Canada. The report found 10% of all shares in linear content are Indigenous-owned: 61% in Indigenous-language projects, 12% in English and 5% in French.

Representation from those in diverse communities rose to 36% from 32%, and to 49% from 46% in interactive digital media. The share of diverse individuals in key roles increased across all CMF streams, which the report states was largely driven by persons with disabilities and 2SLGBTQ+ individuals.

Specifically, representation from those with disabilities grew to 6% from 4% and 2SLGBTQ+ representation grew to 11% from 8%.

The share of both women and gender diverse participants both increased slightly, to 41% from 40% and to 2% from 1%, respectively. However, the report notes these are below the level of the general population.

The proportion of key roles held by Black or racialized individuals dropped slightly to 16% from 18%, as well as the absolute number.

In 2023-24, CMF introduced a new question to its funding applications, asking whether or not the projects included or reflected storylines or subject matter from Indigenous or diverse communities. Nearly two-thirds selected at least one community, while 38% chose “none of the above.”

In English-language productions, 22% of projects selected “none of the above,” compared to 59% in French-language productions.

According to the report, CMF said it could consider expanding the Persona-ID system by including more key roles such as on-screen talent, other key creatives and participants of projects funded through the Sector Development Support Program. These changes would help to improve measurement and monitoring of representation.

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