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For HBO Max, Diversity Is More Than PC; It’s a Secret Weapon For Success

  • Indiewire
In 2018, women and people of color directed 58% of HBO’s episodic programming, up from 35% in 2015. Now the network wants to accelerate its diversification by focusing on craftspeople with HBO Pov — aka Power of Visibility.

HBO launched its award-winning multicultural marketing division more than eight years ago under the leadership of Lucinda Martinez. At the start, it was a subset of her work as VP domestic network distribution; today, it’s the Multicultural & International Marketing division that she leads as its executive VP.

“When we started, we realized that we weren’t just having an impact on the shows themselves, but also on the talent that’s out there,” said Martinez. Initially, she and her team focused on the promotion of shows like “Insecure,” “Ballers,” “A Black Lady Sketch Show,” and “2 Dope Queens.”

However, they realized that by focusing only on the shows’ air dates, they overlooked an enormous opportunity
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