Multi-Cultural Britain

The marketing opportunities for advertisers and agencies in today‘s mUlTI-cULTURAL bRITAIN.

An interim report by the Ethnic Diversity Forum coNTENTS

Preface 02 Management summary 03 Foreword 06 The UK’s Ethnic Minorities 07 Black and Minority Media 19 Appendices 25 Further1 reading 135 111 Ethnic Diversity in the UK – interim report 2010

PREFACE 1 02

In 2003 the IPA Ethnic Diversity In terms of attracting talent, the IPA Group published its first major continues to monitor the ethnic collaborative work on ethnic diversity makeup of its membership through which looked at the employment, its annual Agency Census, and to portrayal and economic value of search for talent through its careers ethnic minorities. A sequel to this programme and its two online tests: report will be published on its tenth a copy test at anniversary in 2013. www.ipacopytest.co.uk and a self-assessment test at The purpose of this interim report is www.diagonalthinking.co.uk to update advertisers and their agencies on the rapidly expanding We will also be updating our ‘Role multi-cultural landscape of the UK; Model’ exhibition which showcases both as a potential employer and a just some of the people who are market place. There is an overview already making an impact on our of population data as well as an dynamic industry. outline of Black, Asian and Eastern European media and explanation of Further information, including the complexities of marketing to employment advice for employers different cultures. and potential employees, can be found on The IPA is grateful to the members www.ipa.co.uk of the IPA Ethnic Diversity Forum or by contacting Juliet Bawtree on for their continuing work in this 020 7201 8202 area, and in particular on this interim [email protected] report. We are particularly grateful to Trevor Robinson, OBE, for his foreword, and to the two chapter authors, Saad Saraf and Sanjay Shabi, for their contributions.

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Multi-cultural communities will ethnicity issues that are not always become increasingly visible and so obvious, but are deeply embedded more influential as its people climb within the groups. Not understanding the business and corporate ladder. the subtle differences could result in As budget holders they will have miscommunication and wasting more say. The forecasted increases marketing spend. in numbers also means they will want to feel they are being Ethnic media has witnessed a communicated to, so targeting massive growth in the past two diverse groups and communities decades, from just eight titles in the should be on the agenda of every early 1980s, to more than 250 media successful UK brand and marketer. organisations today covering television, radio, newspapers and Ignoring diversity means that you magazines, cinema, ambient media, could be overlooking a potentially internet and new media. As lucrative new market. However, migration into the UK rises, it is responding to the needs of a expected that ethnic media outlets diverse, but culturally-rich group, will continue to thrive because of will mean understanding the the lack of relevant content offered cultural, religious, identity and by mainstream media.

Management summary Ethnic Diversity in the UK – interim report 2010

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UK population statistics Education Language In 2001, 8% of the UK belonged to At National Curriculum Key Stages 14.4% of primary school children an ethnic minority group while 9% 1 (up to 2 years), 2 (3-6 years) and 4 have a first language other than of England were non-white, the (10 to 11 years) Chinese, Mixed White, English. This falls to 10.8% for percentages for Wales, Scotland and Asian and Indian children do well. secondary school children. There Northern Ireland were 2%, 2% and Lower than average achievement is are over 300 different languages 7% respectively. London houses the seen in Gypsy/Romany and Traveller spoken in London schools. largest number of ethnic minorities of Irish Heritage, Black African- and Eastern Europeans. It is home Caribbean, Bangladeshi and Disposable incomes to 189 out of the 192 countries Pakistani children at these stages. The projection for the disposable recognised by the United Nations. Pakistani, Bangladeshi and Black income of ethnic minorities (The The largest number of ethnic pupils have made the greatest Brown Pound) is £300bn in 2011. minorities live in Newham (68%). improvement in 06/07 GCSE results. The Polish Pound is worth in excess The total population of London is Girls consistently outperform boys of £4bn. The Eastern European expected to be 8.3 million in 2026 from all ethnic minority groups. Pound is worth £8.4bn. vs 7.7 million now (2009). Higher education Consumer insights Age profile Asian or British Asian women are Ethnic groups are more likely to take Black Minority Ethnics (BME) and more likely to have a first degree. up new technologies. They also Eastern European communities Black or Black British-African follow different purchasing patterns. have a young age profile. The achieve the highest number of For example, 60% of ethnic groups median age for ethnic minorities is undergraduate degrees. Asian or are more likely to have cable satellite 27 compared to 40 for their white Asian British Indian achieve more television services to view counterparts. postgraduate degrees. programmes associated with their culture that are not currently provided Household profile Labour market by the main channels. Ethnic community households tend BMEs make up 11% of the UK’s to be larger in number and have working age population. This is Business performance family obligations. The average valued at £3.26 million. Black- 275,000 ethnic minorities run small Bangladeshi household is 4.5, Caribbean and Indian groups exhibit businesses that contribute £20bn to followed by Pakistani (4.1) and the highest rates of economic the UK economy. In London there Indian (3.3). The smallest activity (77.7% each). White Indians are 66,000 ethnic-owned businesses households are White Irish (2.1), exhibit the highest rate of employing 560,000 people and with Black Caribbean and White British employment (71.3%). a turnover of £90bn in sales. Their (2.3). These three groups have an business performance outstrips that older age profile. of their white counterparts. Management summary Ethnic Diversity in the UK – interim report 2010

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Black and minority media Eastern European media The enlargement of the EU has had The Polish media is the most a dramatic effect on the media established and heavily geared landscape. Media for the UK’s classic towards press. There is a greater ethnic minorities (Asian and African- tendency to consume media Caribbean) is now splintering into originating from Poland. various media and spin-off brands targetted at different generations, IPA Agency Census and by topic. Ofcom awarded 117 The IPA began to gather broadcast licences in 2008; 34 for information on its members’ BME community channels. ethnic makeup in 2002.

Asian media The figures are: There are two long-standing sales 2009 – 8.9% houses (MEMS and Zierler Media) 2008 – 8.4% that sell the airtime of 40 quality 2007 – 7.3% Asian satellite TV channels on the 2006 – 7.3% Sky Digital Platform. The advent 2005 – 6.9% of Indoor Media and the rise of 2004 – 5.1% Panjab Radio are recent, bigger 2003 – 8.5% developments. 2002 – 4.3% (first-year reporting)

Black media No prolific growth due to levels of integration and lack of cultural and social pressures on these communities. There have been casualties in the press sector, except for the well-established market leader, The Voice.

Ethnic Diversity in the UK – interim report 2010

by Trevor Robinson, OBE foREWoRD Founder and Creative Director, Quiet Storm 111 06

The UK, as a market, is changing advertising, while outside of specialist our urban centres, BME communities rapidly due to a number of influences agencies, it is rare for mainstream have long passed figures that could that include: unpredictable migration agencies to target people from an be described as a minority: 40% of patterns encouraged by the expansion ethnic background. To an outsider it Londoners forecast to be non-white of the European Union; and the could seem that the closest by 2020, and within the next 15 years impact of second and third advertising comes to acknowledging both Birmingham and Leicester will generation BMEs on population that the BME communities exist is have majority ethnic populations. numbers. It is a cultural melting pot when we appropriate their cultural that we in Adland need to understand reference points and repackage them This is why this report is so important. if we are to attract the very best for mainstream consumers. It provides an opportunity to learn talent, and communicate effectively about the most significant to UK consumers. None of this is surprising given the demographic trends in our country complexity of understanding and to understand modern, multi- Culture is a wide topic, but it is cultures, and when the proportion cultural Britain, and the importance generally accepted that levels of of BMEs in Adland is still below the of engaging with it effectively; of acculturation can affect one’s national average. I’d like us to be developing more creative ideas that behaviour, identity and sense of more connected (collectively at better reflect this world we now live belonging to a particular society and least). I’d also like more IPA agencies in; and of ensuring that our own group. There can be no assumptions. to report on the ethnic makeup of creative industries are just as For example, not all people who are their employees so we can see how ethnically representative. Black and Minority Ethnic (BME) are truly representative we are. equally as acculturated to each On behalf of my colleagues on the other and to UK culture. The After all, people from BME Ethnic Diversity Forum, I commend influence of culture can be seen backgrounds already account for this report to you. We hope you across consumer spending decisions; 10% (ONS 2007) of the population, read it, use it, and help to change both in goods and services. a figure that will increase to 15% by the advertising industry and the 2020. That is one-in-every-six work it produces for the better. It is fair to say that agencies are people; people more likely to own a versed in targeting the easy stuff, mobile phone, more likely to have the ‘18-24s’ or the ‘ABC1 access to multi-channel TV, and housewives with kids, aged 20-45’ more likely to own a new BMW or mainstay of FMCG targeting. But we Mercedes. Dig deeper, and their are not so well known for campaigns importance increases further. Today, that target BMEs and other ethnic one-in-five under-15s are non-white, groups. It is not as rare as it once with diverging birth rates only was to see a non-white face in accelerating this situation. While in Ethnic Diversity in the UK – interim report 2010

THE UK‘S ETHNIC 1111 07 mINoRITIES by Saad Saraf, Founder and CEO of Media Reach

A question relating to ethnicity was first included in the ONS Census in 1991, and information has been collected annually since that time.

In 2001 the UK Census had 11 categories for measuring an individual’s ethnicity. The Census found that 4,635,296 people, almost 8% of the UK population, belonged to a non-white ethnic group. 1

Following consultations between various stakeholder groups and the ONS, the 2011 Census 2 will feature questions on ethnicity (with new categories added), national identity and religion. This expansion of categories and inclusion of new questions will enable researchers, marketers, advertisers and other stakeholder groups to get a better picture of these groupings of people.

In 2026 the total population of London is projected to increase by 789,000 to 8.3 million. By this year 38.5 per cent of London’s population is also projected to be from BME 2 communities. 3

1 The UK population: by ethnic group, April 2001, Office for National Statistics (above) 2 Helping to shape tomorrow: The 2011 Census of Populations and Housing in England and Wales, ONS 2008 (above right) 3 MCC Insight Study 2007, Weber Shandwick The UK’s Ethnic Minorities Ethnic Diversity in the UK – interim report 2010

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The 2011 Census will take into We must not forget to take into consideration the migration and consideration the number and effect re-migration of new and diverse of re-migrants from the UK. communities to and from the UK in Re-migrants are those non-British recent years. The most notable citizens emigrating. group in recent times has been the group referred to as Eastern Latest figures estimate that in 2008 Europeans (including the Accession the figure topped 200,000, with 8 (A8), Czech Republic, Estonia, emigration of citizens of the A8 Hungary, Latvia, Lithuania, Poland, countries doubling in the year ending Slovakia and Slovenia). September 2008. 6 Migrants from Eastern Europe in the UK 4 854,000 = the number of workers registered in the UK from Eastern Europe 5

4 Article ‘East European immigration levels falling’ by Daniel Bentley, PA from an Independent article 21 August 2009 5 The Home Office 2008. This excludes dependants, the self-employed and people who refused to register. 6 Shall We Stay or Shall We Go? Re-migration trends among Britain’s immigrants. IPPR 2009 The UK’s Ethnic Minorities Ethnic Diversity in the UK – interim report 2010

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Geographical distribution The 10 largest groups of foreign-‐born residents in the UK Whilst ethnic minorities make up 8% by country of birth 2007 of the UK’s total population, this percentage varies across the four % of UKKs total foreign-‐born populaNon % growth in country of birth group in 10 years countries of England, Ireland, 575 Scotland and Wales. England is home to the largest number; equating to 9% of the population. 119 123 77 46 39 In Wales and Scotland they amount 9.8 6.8 6.3 6.1 4.2 7 3.1 3.1 26 3 2.7 2.7 25 to 2% of the total population, and Northern Ireland is home to .07%. -‐23 India Ireland Poland Jamaica London is home to the largest Pakistan Germany Bangladesh number of ethnic minorities South Africa United States (including recent arrivals from Eastern Europe) than any another China and Hong Kong city in the UK. London is also the 11 most cosmopolitan city; home to representatives of 189 countries from the total 192 countries as recognised by United Nations.

The London Borough of Newham has the largest proportion of ethnic minorities where 68% of the population is from an ethnic minority group (including white minorities), followed by Brent, Tower Hamlets, Hackney and Ealing.8

It is interesting to note that three of these boroughs: Newham, Hackney 7 Migration and Rural Economies: Assessing and and Tower Hamlets, are also the addressing risks, IPPR 2009 8 www.lho.org.uk/Download/Public/13235/1/DMAG%20 2012 Olympic host boroughs. 7 Briefing%202008-03%20GLA%202007%20Round%20 Ethnic%20Group%20Projections.pdf – Greater London Authority, Data Management and Analysis Group, Ethnic Group Projections. February 2008 The UK’s Ethnic Minorities Ethnic Diversity in the UK – interim report 2010

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The Olympic Delivery Authority Households Dependent children by family type stipulated in their Equality and An examination of BME households Diversity 9 paper that it is their gives an in depth insight into the and ethnic group 2008 intention to “maximise the economic, cultural trends exhibited by culturally social, health and environmental and ethnically diverse communities. Lone parent CohaDi:ng coupleE Married couple4 benefits of the 2012 Games for the UK”. The authority felt that diversity Ethnic community households tend 24 was central to London winning the to be larger in number and often Other ethnic group 4 2012 bid and by choosing London have multi-generations living under 72 10 boroughs with dense proportions of one roof. Some remain traditional, 21 ethnic minorities they could help to maintaining long established norms Chinese 0 reduce inequality and discrimination, passed down through generations. 79 Others exist with no one dominant whilst promoting equality and 48 opportunity for all, when the eyes of culture. There can be a strong 9lac= or 9lac= 9ri:sh 6 the world will be on London. reliance on the extended family. 46 Particular ethnic communities live in 13 Having a clear understanding of the extended networks with familial 3sian or 3sian 9ri:sh 1 culturally diverse population across obligations. Chain migration has led 87 regions nationally will give further to the development of wide family 39 insights into the behaviour, values networks with communities Mixed 13 and lives of multi-cultural Britain. established throughout Britain. 48

Asian households tend to be larger 23 Age White 14 The media constantly talks about than households of any other ethnic 63 the UK being an ageing society, group. Data from April 2001 show however, this is usually in reference that homes headed by a Bangladeshi 11 to the population as a whole (92% person were the largest of all with white, 8% non-white). However, if an average size of 4.5 people, the BME community is examined in followed by Pakistani households isolation then the converse is true. (4.1 people) and Indian households The overwhelming majority of (3.3 people). 11 Eastern Europeans tend to be aged 20-39 years as they come to the UK The smallest households were found 9 Equality and Diversity Strategy: Summary, 2007. Olympic Diversity Authority primarily in search of work. among the White Irish (average size 10 Office for National Statistics (2001) and Social Trends 2.1 people). Black Caribbean and 39 report (2009) 11 www.statistics.gov.uk/downloads/theme_social/social_ White British households were the trends39/social_trends_39.pdf The UK’s Ethnic Minorities Ethnic Diversity in the UK – interim report 2010

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Employment Rate by Ethnicity, Quarter 4 2008 next smallest, both with an average first language other than English at The high birth rate and net migration size of 2.3 people. All these groups each stage of education. 12 of BMEs has been growing strongly. Other 59.3 Chinese 64.9 have an older age structure than Pakistani, Bangladeshi and Black With a younger age profile, the Black Other 60.8 other ethnic groups, and contain a pupils have made the greatest median age for ethnic minorities is Black African 57.8 higher proportion of one-person improvements in the 06/07 GCSE 27 years, compared with 40 years Black Caribbean 67.2 results according to the DFES 13 15 Other Asian 64.2 households. 38% of Black Caribbean for their white counterparts. Banghladeshi 49.2 households, 37% of White Irish with Bangladeshi and Black Therefore it is not surprising that Pakistani 46.3 households and 31% of White British Caribbean pupils who attain five the ethnic minority share of the Indian 72 households contained only one good GCSEs increasing 2% above working age population is increasing Mixed 62.7 White 76.2 person. Only 9% of Bangladeshi the national average. – reaching 3.26 million or 9.3% of households contained just one person. the 35.2 million people of working 0 10 20 30 40 50 60 70 80 90 Higher education age in 2004 .16 19 Education Data from the ONS (2008) revealed The numerical evidence is that at that Asian (or British Asian) women Black Caribbean (77.7%) and Indian National Curriculum Key Stages 1 (2.1%) were more likely to have a (77.7%) groups exhibit the highest (up to 2 years), 2 (3-6 years) and 4 first degree, closely followed by rates of economic activity of all BME (10 to 11 years) children from Asian (or British Asian) men (2.05%). communities, whilst Indians exhibit Chinese, Mixed White, Asian and However, as a whole Black (or Black the highest rate of employment Indian pupils achieved above the British-African) individuals achieve (71.3%). Across the gender divide, national average scores in tests. the largest number of overall Indian men (86.1%) and Black This is compared with the lower undergraduate degrees (3.5%), Caribbean women (76.8%) show the than average achievement of children whilst Asians (or Asian British-Indian) highest rates of economic activity. 17 from all other ethnic groups including achieve more postgraduate degrees Gypsy/Romany and Traveller of Irish (3.2%).14 Rural areas have seen at first-hand Heritage, Black African-Caribbean, the impact of migration, especially Bangladeshi and Pakistani children, Labour market from the A8 countries. Migrants at the same developmental stages. As marketers, the ability to understand have made significant economic It is interesting to note, however, the labour market gives an insight contributions, filling vacancies and that girls consistently outperform into disposable income and the skills gaps, and supporting some 12 First Release Bulletin, National Statistics Office and boys from all ethnic minority decision-making and the buying key sectors including agriculture, Department for Children, Schools and Families, 2007 13 DFES Ethnic Minority Achievement Unit Newsletter, groups, with Black Groups having habits of potential new consumers. food processing and hospitality. It is Spring 2008 14 First year UK domiciled HE students by qualification aim, the largest gender gap. estimated that irregular migrants mode of study, gender and ethnicity 2007.2008 (ONS) would pay in excess of £1bn of tax 15 Labour Force Survey 2005 BMEs make up 11% 16 Labour Force Survey 2004 It is also worth noting that children per year if they worked in the legal 17 Labour Force Survey 2004 with English as a first language of the UK working age and regular economy. 18 18 Irregular Migration in the UK: An IPPR update, IPPR 2009 19 19 Race For Opportunity Benchmarking Exercise 2009 perform better than children with a population (Labour Force Survey, Q4 2008) The UK’s Ethnic Minorities Ethnic Diversity in the UK – interim report 2010

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Religion An individual’s religious belief is closely linked to their sense of identity; often this is synonymous with their sense of culture and cultural heritage. of the Olympic Religious belief was included in the 19% Census in 2001 and for the first time host boroughs population is Muslim, provided information which compared with supplemented the data gathered from the ethnicity question. As a result, ethnic minority sub-groups were identified, particularly those from the Indian sub-continent. More 8.5% recently it has helped to foster an understanding of ethnic minority of the wider London population and groups from Eastern Europe and the A8 countries.

Questions on religious belief will be included in the 2011 Census, and in conjunction with the questions of ethnicity and national identity, will allow people to better indicate what they feel to be their own identity. 3% across the UK. There is also a For marketers and advertisers this higher proportion of people who presents a great opportunity to are Buddhist, Hindu or Jewish understand the complexities of a 9 truly multi-cultural society. compared to the whole UK.

Illustration courtesy of Media Reach Advertising Limited The UK’s Ethnic Minorities Ethnic Diversity in the UK – interim report 2010

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Language The Annual Schools Census carried Some of the most common The language 20 a person speaks is out by the Department for Children, languages are: an extension of their personal and Schools and Families (DCSF) asked social identity. It can also connect schools to report on the number of Arabic, Bengali, Chinese, Farso/ them to a national brand 21 and lead children with a first language other Persian, French, Gujarati, Polish, them to form groupings not than English 22. Portuguese, Punjabi, Somali, necessarily determined by ethnicity. Spanish, Tamil, Turkish, Urdu, Understanding the intricacies of The 2008 data shows: Yuruba (Nigeria). language allows cultural references to be made and new methods of • 14.4% of all primary school children segmentation to be formed. have a first language known to be, Migration will have a profound or believed to be, a language other effect on the dominant language of than English. any society. Language is becoming such an important metric; the UK • 10.8% of all secondary school Statistics Authority proposes to children have a first language introduce the question of known to or believed to be a language language into the 2011 Census. other than English.

20 Language: 1) The method of human communication, either spoken or written, consisting of the use of words in a structured and conventional way; 2) The system of There are over communication used by a particular community of country; different 3) The phraseology and vocabulary of a particular group. The Oxford English Dictionary. 23 21 Nation-brands of the twenty-first century, Simon Anholt, 1998 languages spoken in London schools 22 www.dcsf.gov.uk/rsgateway/DB/SFR s000786/SFR_09_2008.pdf 23 www.dcsf.gov.uk/rsgateway/DB/SFR/s000786/Language081b.xls 300 The UK’s Ethnic Minorities Ethnic Diversity in the UK – interim report 2010

1111 15 Around 160 different languages are spoken in the five Olympic host boroughs of Greenwich, Hackney, Newham, Tower Hamlets and Waltham Forest.9 The UK’s Ethnic Minorities Ethnic Diversity in the UK – interim report 2010

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Identity The younger generations are Consumer insights It is important to have a clear generally much more integrated Ethnic minority consumers have understanding of what is meant by into British culture. They tend to significant disposable incomes and the term identity. An identity can describe themselves in hyphenated recent figures indicate that by 2011 include a sense of common custom, identities, and they may feel they that total will be as much as £300bn language, religion, values, morality have more in common with other (a new figure for the value of the and etiquette. Often the expressions young British people than with their Brown Pound). 25 “one’s ethnicity” or “ethnic identity” parents’ culture. Research are used interchangeably. What is undertaken by Sekhon (2007) The Polish Pound is worth in excess clear is that ethnicity is complex in suggests that second and third of £4bn. “… it’s like adding the nature. Identity is multi-faceted and generation immigrants try to balance consumer demand of Liverpool to is more than just belonging to one the expectations of living between the economy in two years.” 26 homogenous culture with a single two cultures. The research findings and distinct identity. Identity is suggested that subsequent According to Mintel, the value of the forever evolving and has a number generations have to negotiate and Eastern European Pound (including of influences; these influences can balance two cultures and cannot the A8 markets) is estimated to be in include one’s occupation, place of neatly be categorised into one over the region of £8.4bn. This figure has geographical residence, integration another. Whilst the second and third doubled in the last two years. If you with the indigenous population and generation are British-born, they take into account many people from levels of affiliation. still face the pressures and the pulls the A8 countries are irregular of spanning two cultures as their migrant workers, the value of their There are clear distinctions between parents did. disposable income becomes more British-born ethnic minority groups appealing to marketers. and first generation or new migrants. The tensions can be two-fold: at one level it is the differences in the In an attempt to understand Identity tends to vary across actual culture, and at another, it is consumer decision-making, the generations. Older generations expectations from the first impact of culture in the decision- (often referred to as first generation) generation that cause the conflict. making process is key to developing and new migrants attach a great Most still feel that they are unable socially, culturally and consumer deal of importance to their to fit in comfortably in either. focused plans. Information on backgrounds. They often have very Identity is complex and multi- consumer behaviour, trends and strong ties with their hometowns layered. There is a clear difference habits helps to contextualise the and may regard themselves as between one’s cultural identity and state of play in the market, helping 24 Race, Representation and the Media, Essential and Connect 24 Research for Channel 4 (2008) temporary residents despite having passport identity. businesses to plan for the future in 25 Incomes Data Services (www.incomesdata.co.uk/studies/ racequal.htm) lived in the UK for many years. the right context and manner. 26 Centre for Economics and Business Research (CEBR) and Doug McWilliams, Chief Executive CEBR The UK’s Ethnic Minorities Ethnic Diversity in the UK – interim report 2010

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A recent report by Ofcom 27 on 60% ethnic groups more likely to card. They spend, on average, £34 ethnic minority groups and have cable/satellite television per month on top-ups, which is 74 communication services revealed: services that the average UK per cent more that the average UK population. The main reason for this pre-pay customer. • People from ethnic groups are is that certain groups (Asians, slightly more likely to own a mobile Chinese and Middle Eastern) have • Currently mobile network provider phone (83% compared to 80% of all particular needs to view programming O2 is getting the largest share adults). This may reflect the younger featuring culture, heritage, news (33.2 %) of this attractive market age profile of these groups, as and language associated with their segment. T-mobile is the second research shows younger people are ethnic background that is not being largest with 20.6%). more likely to have mobile phones met in the mainstream. than older people. Among mobile • Eastern Europeans migrant workers phone users, for ethnic groups the 63.8% of viewing by ethnic groups are very loyal mobile customers. most popular network is T-mobile, in multi-channel households is of The research sampled showed that as opposed to O2 for all UK adults. A non-terrestrial channels, compared the average lifetime with a mobile greater proportion of these groups to 42.3% of viewing among all network was 22 months). have a contract phone, over pre-pay, individuals. than the general population. As a general insight Eastern Ethnic minority groups are three Europeans are tech savvy, spending • Ethnic groups claim to spend more times more likely to own a BMW any spare time on their community on fixed-line and on mobile telecoms and twice as likely to own a specific portals. services that all UK adults. Mercedes Benz than the population as a whole. Furthermore, 60% of Business • Ethnic groups are more likely to these BMW’s and 66% of Mercedes There are 275,000 ethnic-minority- take up new technologies, as those Benz’s were brand new cars.28 run small businesses in the UK that ethnic groups who have internet contribute an estimated £20bn to access, have broadband services. Eastern Europeans the UK economy. 29 Research conducted in 2007 reveals

• When considering the reasons for some interesting insights into Research finding from a report by 27 Communications Market Special Report – Ethnic minority having internet connection at home, Eastern European migrants in the Barclays Bank 30 on BME-run groups and communications services – Ofcom – Research Document. Publication date: 21 June 2007 a greater proportion of ethnic groups UK in terms of their mobile phone businesses in the UK revealed that 28 www.starfishresearch.com/minority_report_sample.html 29 www.berr.gov.uk/whatwedo/enterprise/enterprisesmes/ say it is for their children’s education usage (STMC Consulting, 2007). BME business start-ups grew by a building-enterprise/enterprising-people/Ethnic%20Minorities/ than the overall UK population. third, reaching record levels from page38527.html) BERR Enterprise and Business support, Ethnic Minority Enterprise • One of the first things that Eastern 32,000 in 2000, to 50,000 in 2004. 30 Black and Minority Ethnic Business Owners: A Market Europeans do upon arrival to the UK Research Perspective, Barclays Bank, June 2005. The research went on to state that www.prowess.org.uk/about/documents/ProwessProfile5for is to buy a pre-paid mobile SIM BME businesses are three times Website_000.pdf

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more likely to have a turnover Conclusions between £250k and £1m and to Multi-cultural communities will be employ staff. Their business increasingly more visible and performance also outstrips that of influential as they climb the business It is estimated that more than 1.8 million their white counterparts. and corporation ladder. As budget people have arrived from the A8 member holders they will have more say. With In London, there are 66,000 the forecast increases in numbers, states since 2004. ethnic-owned businesses, they will also want to feel they are employing 560,000 and generating being communicated to, so targeting a combined sales turnover of £90bn, diverse groups and communities is Travel, trade and property purchases compared to the turnover of all going to be a given for all successful London businesses of £800bn. UK brands and marketers. between the UK and A8 increased. These figures do not include approximately 93,000 self-employed Ignoring the ethnic pound could mean minority ethnic people. 31 that a potentially lucrative market is The UK Polish community jumped from overlooked. More importantly, it could 13th to first place in two years. The British Polish Chamber of result in miscommunication and Commerce estimates that Polish wasting potential marketing spend by entrepreneurs have set up some not clearly understanding the subtle A8 doctors registered with the GMC 40,000 businesses in the UK, differences between different ethnic 32 creating thousands of jobs. groups, and the day-to-day cultural increased by 25%. differences they are a part of. The Labour Force Survey of 2007 reveals that 14% of A8 and A2 Responding to such a diverse, but In December 2007 more than 385,000 Poles nationals are self-employed. More culturally rich group, will mean than half (52%) of those self- understanding the cultural, religious, flew from UK to Polish airports. employed are under the age of 30, identity and ethnicity issues that are and approaching three quarters not always so obvious, but are deeply (73%) of the self-employed are men. embedded within the groups. In 2006 more than 125,000 current accounts According to LFS and IPPR (2008) were opened by Poles at Lloyds Bank. calculations, three-in-every-four (74 %) of the self-employed workers are located in London.

31 London Annual Business Survey 2005 Summary – LDA www.lda.gov.uk/upload/pdf/London_Annual_Business_ Survey_2005_Summary.PDF 32 2006-2008

Ethnic Diversity in the UK – interim report 2010

Black AND mINorITY 11111 19 mEDIA AN ovERvIEW oF ETHNIc mINoRITY mEDIa IN THE uK by Sanjay Shabi, Director of CultureCom, MediaCom

Introduction In the past few years, the growth in have expanded, offering shared ethnic media has been particularly broadcasts on satellite channels, intense. While there have been many online radio broadcasts and events. new launches which have often sunk This is on top of more traditional without trace after a brief run, the print products, although this has overall trend is one of growth and begun to plateau (perhaps linked to expansion. the plateau in the migration habits of these communities). The emphasis is on serving the main ethnic groups, namely Asians, Some regional press publishers African-Caribbeans, and to a lesser have also got in on the act by degree, the Chinese community. producing Polish special editions There are now a vast array of in key regions like Reading. Even communities that are being catered Rupert Murdoch’s newspaper for. As we have seen the Office of The Sun, dabbled with running National Statistics reports that over Polish editions during the Euro 2008 300 languages are spoken in London’s football tournament. school playgrounds. Ethnic media is developing at such a rate that this Media for the UK’s classic ethnic wide range of communities continue communities, namely Asian and to witness an increase in the number African-Caribbeans are now of media consumption opportunities, splintering, showing early signs of whether they be simple newsletters, maturity. Where previously ethnic DAB-based 24-hour radio stations products took an ’all eggs in one or dedicated satellite television basket’ approach to their audience channels. by providing content that appealed to a broad demographic spread, Enlargement of the European Union there are now various media and has also had a noticeable role to spin-off brands catering specifically play with the rise of assorted Polish by generation, and even by differing media. The more prominent players topics of interest. Black and Minority Media Ethnic Diversity in the UK – interim report 2010

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Mainstream media owners are Independent desktop research such generation, but also subsequent realising the potential of this market. as the National Readership Survey generations and are communicated There are examples where, in (NRS), Broadcasters’ Audience in a wide variety of languages. relation to Polish communities, Research Board (BARB) and Radio certain regional press sales houses, Joint Audience Research (RAJAR), It is estimated that ethnic (e.g. Clacksons and Johnston Press), work off ethnic sample sizes communities in the UK pay £140m and Outdoor contractors are offering woefully short of the national a year in licence fees to the BBC concentrated packages in more average. Though this is through no with very little relevant densely populated ethnically diverse fault of their own, given the endemic programming to show for it. This areas. So, too, are the cinema sales problem of randomly sourcing and has led to ethnic communities houses with their Bollywood film successfully recruiting ethnic paying more money to subscribe packages which are entering into respondents who are willing to to their own channels of choice mainstream multiplexes. participate in such surveys, this still and has resulted in an ethnic leaves the industry with data that is television phenomenon. Online as a medium represents real far from robust. opportunities with companies such Appendix A gives a brief summary as Indoor Media emerging as a Despite this, the UK’s ethnic of the more renowned media convenient, centralised sales populations are continuing to currently available for the UK’s function offering agencies an easy, flourish and expand. Across all larger ethnic communities, namely one-stop-shop for a plethora of generations, there is a still a Asian and African-Caribbean, which, ethnic web portals. 23 fundamental appetite for such based on the last Census (2001), communities to consume and represent three-quarters of the UK’s A major topic of debate, and one embrace media that provides news ethnic population. which appears to prevent ethnic from home, recognises their unique, media from being embraced as cultural differences and dials into As this report went to press commonplace advertising vehicles their own, personal cultural (3rd March 2010) the BBC has for mainstream advertisers, is the perspective. Ethnic media is borne announced that it intends to close current lack of research and out of culturally different groups the Asian Network. It is expected accountability. Some industry hungry for such media content, and that a number of organisations will bodies do make great attempts to that in itself points towards ethnic lobby against this decision. deliver accountable, audited media continuing to thrive. These audience data, whether it is RAJAR, media channels allow for more ABC data or otherwise, but they are targeted and culturally relevant in the minority. campaigns to be developed. They are not only aimed at the first 23 A list of other sales houses can be found in Appendix C.

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Asian media Indian yoga techniques. They have made major inroads based on been recently added to Zierler recent RAJAR data, and appeared to Television Media’s sales package of channels. be stealing share of listening, There are 40, quality, Asian satellite particularly from Club Asia which TV channels broadcasting regularly There is an assortment of other has now gone into administration. on the Sky Digital platform; a channels but their frequency is number which has more than irregular, may have specialised Regionally, the list includes doubled in the past few years. Much themes and often are of lower quality. Radio XL(Birmingham), Sabras of this has come about from free-to- Lack of BARB data prevents Sound (Leicester) and Asian Sound air platforms. While airtime can be examination of their audience levels. (Manchester). bought directly from these channels, there are two sales houses: MEMS Radio The Radio Authority also grants RSL (Multicultural and Ethnic Media In addition to those that are transmitted licences during key festival periods Sales) and Zierler Media, who sell via FM and AM, there are a for local Asian stations, which are the airtime for most of these channels. burgeoning number of national either offshoots from the existing They offer efficient ways of accessing Asian radio stations available either radio stations or run independently. such channels, between them on DAB or transmitted via Sky controlling more than half of the satellite. A simple scan across the In addition to its Asian Network, the market, and represent an equally radio channels available on Sky BBC also provides dedicated Asian strong combination of paid-for and illustrates the wide choice available, programming across the regions. free-to-air channels. with some stations conveying religious programming, Bhangra, Press Outside of these two sales houses, vintage Asian music, chat shows, This sector as a whole is still others worthy of note are Sunrise news and current affairs. A number hampered by lack of transparency TV, a free-to-air channel owned by are reported on RAJAR. and independently audited circulation the UK’s leading commercial Asian data. Desktop research such as radio broadcasters Sunrise Radio Unranked, the main radio stations are: National Readership Survey and Group, and like Channel S, are the • BBC Asian Network The Target Group Index (TGI) do not only two main channels to provide • Panjab Radio measure their readerships. UK-sourced content as opposed to • Spectrum Radio (not just Asian, importing programmes originating caters for 22 different languages) The sector has seen many new from the Indian sub-continent. The • Sunrise Radio Group launches, some targeting regions of third is Aastha TV which attracts a the UK with heavier concentrations huge first-generation, paid-for, Panjab Radio deserves particular of Asians, e.g Asian Leader and communal following. Its programming attention. A relative newcomer, Asian Lite in the North, while others is geared towards self-help through solely on DAB and Sky Digital, it has have closed soon after launching Black and Minority Media Ethnic Diversity in the UK – interim report 2010

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despite being interesting, unique Events integration and the lack of cultural propositions, e.g. Ikonz (Asian Many of these have become large- and social pressures on these version of the celebrities-based Heat scale events attracting large crowds communities. magazine) and Teen Asia. in salubrious locations with London’s Olympia, Birmingham’s The following media, however, do The biggest print news has been the NEC or the O2 Arena in Greenwich exist. As with the main Asian demise of Ethnic Media Group and proving to be popular venues. Many channels, Zierler Media and MEMS the sell-off of their lead title Eastern of these events take place over the are the main sales points for these Eye to the Asian Media and Marketing course of a few days and attract channels: Group. AMG have an interest in tens of thousands of people. Unless Asian publishing and this will help specified, these “melas” are family Television consolidate their position. events which provide a blend of live music and dance performances, AIT Nigerian-based general Appendix B includes a list of main, guest appearances from Bollywood entertainment credible titles currently in circulation stars and other famous personalties, BEN General entertainment by community. These are a blend of retail stalls, fashion, food and magazines and newsprint titles with drink exhibitions. HiTV General entertainment daily or weekly frequency. Some popular shows include: Nollywood Nigerian-based movies Websites • Aastha TV yoga events and Indoor Media are one of several merchandise OBE TV Ghanaian General sales houses for online BME sites • Asiana/Asian Woman Wedding entertainment (more can be found in Appendix C). Shows Indoor Media represent a large • Sunrise Radio Lifestyle Show Radio range of established websites • Zee Bollywood Oscars targeting this community. They • Zee Carnival. Choice FM Urban, Rap Reggae, represent news portals like Times of Soul/R&B India, networking voiceboxes such Black media Kiss FM House and Dance as Barficulture, lifestyle sites like redhotcurry, as well as matrimonial/ Black media has not seen as prolific Premier Religious dating and job recruitment websites, a growth as Asian media, but in Christian Radio to name a few. In total, Indoor recent times, more media has Spectrum Radio Ghanaian programming Media now look after the interests become available serving the of 120 websites delivering in total Nigerian community. Overall, this The Voice of London-based 5.5m unique users every month. could be down to both the level of Africa community format

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There are at least 180 ethnic press titles; language titles are more popular with first and second generations. Ofcom awarded 117 broadcast licenses in 2008, 34 were for channels targeting BME communities. 34

BME community radio has a higher income (£124k) than all other types of community radio (£110k). 34

34 Ofcom Media Literacy Audit: Report on UK ethnic minority groups (2008) Black and Minority Media Ethnic Diversity in the UK – interim report 2010

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Press consideration, depending on the In the past, mainstream regional Unfortunately there have been objectives to hand. Similarly, there press publishers have regularly casualties in this sector, mostly due are countless other ethnic minority produced Polish dedicated sections/ to lack of commercial support. Touch, communities which also have media editions in key concentrations like the long-running urban music title targeting them, both in their mother Reading, although much of this has closed. Likewise, New Nation tongue and in English and, again, content has shifted online. has ceased publication in the wake for different demographic groups. of Ethnic Media Group’s demise. It More sources can be found in the Polish websites aside, the Polish is possible that the latter title might Appendices of this report. community also have a greater be resurrected by a rival publisher, tendency of bringing back to the UK, although no offer has been made so Eastern European media and consuming, media originating far to acquire the rights to publish. Polish media is the most established from Poland, whether it is print As a result, Gleaner Voice Group media for Eastern Europeans. While products like their best selling has become clear market leader and it is heavily geared towards press, newspaper Fakt or one of their its flagship, The Voice, continues other media presence is limited leading Polish broadcasters, PolSat after nearly 30 years of publishing. either to intermittent, channel-shared TV. Such channels, like others, can broadcasts on Sky, namely Polski be accessed to varying degrees via Some of the more renowned titles: TV, or radio, where output is chiefly a privately-installed dish or through African Voice aired via the internet. In no particular the internet. Aspire order, the main radio stations are Knowledge Polish Radio London 24 (who also Conclusion Newspapers own one of the main print titles, Ethnic media has witnessed a Pride Cooltura), HeyNow.com and Orla FM. massive growth in the past two RWD decades from just eight titles in the The Gleaner Press early 80s to more than 250 media The Trumpet All titles are topical news-based organisations today covering The Voice with general lifestyle and television, radio, newspapers and Urban Music and Youth entertainment content too. magazines, cinema, ambient media, Young Voices (now online only). The main publications are: internet and new media.

This is by no means an exhaustive Cooltura As migration into the UK rises, examination of the media available Nowy Czas ethnic media outlets can only do for targeting these communities, as Polish Daily well due to the lack of relevant there are a plethora of other channels Polish Express content offered by mainstream available, many that are niche and Polish Times (Goniec Polski) media organisations. may require investigation and The Voice of Poland Ethnic Diversity in the UK – interim report 2010

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Appendix A: acroynms and glossary

ONS Office for National Statistics BME Black and Minority Ethnic DCSF Department for Children, Schools and Families FMCG Fast Moving Consumer Goods MEMS Multicultural and Ethnic Media Sales RAJAR Radio Joint Audience Research Limited BARB Broadcasters’ Audience Research Board CPD Continuous Professional Development NGO Non Governmental Organisations NRS National Readership Survey Appendices Ethnic Diversity in the UK – interim report 2010

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Appendix B – BME TV Channels Asian TV Channels

9XM Music www.9xm.in Aaj Talk Current affairs and news www.aaj.tv Aag Youth programming, sister channel to Geo www.aag.tv Aastha TV Yoga and self-help www.aasthatv.com ARY General entertainnment and cricket www.arydigital.tv ARY One World Current affairs and news www.aryoneworld.net ATN Bangladeshi general entertainment www.atnbangla.tv B4U Movies Bollywood films www.b4utv.com/b4umovies B4U Music Music www.b4utv.com/b4umusic Bangla TV Bangladeshi general entertainment www.banglatv.co.uk BritAsian TV Bhangra and Asian urban music www.britasia.tv Channel i Bangladeshi general entertainment www.channel-i-tv.com Channel S Bangladeshi general entertainment www.chsuk.tv Ekushey TV Bangladeshi general entertainment www.ekushey-tv.com Geo General entertainment for Pakistani viewers www.geo.tv MATV National General entertainment www.matv.co.uk NTV Bangladeshi general entertainment www.ntvbd.com Music India Music www.musicindiaonline.com Appendices Ethnic Diversity in the UK – interim report 2010

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Asian TV Channels

PrimeTV Pakistani general entertainment www.primetv.tv QTV Religious progamming for Muslims www.geotv.net/tv_channels/QTV.htm SAB Comedy, drama and movies www.sabtv.com Sahara General entertainment www.sahara-one.com Sony Ents TV general entertainment www.setindia.com Sony MAX Film, events and Bollywood www.maxasia.tv South For You Tamil general entertainment www.mediauk.com/tv/341959/south-for-you Star Gold Movies www.stargold.indya.com Star News Current affairs and news www.starnews.indya.com Star One General entertainment for younger viewers www.starone.indya.com Star Plus General entertainment and popular soaps www.starplus.in Sunrise TV General entertainment, UK-based content www.sunrisetv.tv Venus TV General entertainment, regional languages www.venustv.tv Zee Cinema Films www.zee-cinema.com Zee Muzic Music www.zeemuzic.tv Zee TV General entertainment www.zeeuk.com Appendices Ethnic Diversity in the UK – interim report 2010

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Other BME TV Channels

Al-Hiwar Arabic current affairs www.alhiwar.tv Al-Sharqia Iraqi current affairs www.alsharqiya.com Al-Iraqia Iraqi current affairs www.iraqimedianet.net/tv Islam TV Current affairs and entertainment www.islamchannel.tv programming from an Islamic perspective

TRT Turkish general entertainment www.trt.net.tr Kanal 6 Turkish current affairs www.turkey.kanal-6.tv-for.me TVP1 Polish general entertainment & current affairs www.tvp.pl/tvp1 TVN Polish entertainment www.tvn.pl BEN African current affairs www.bentelevision.com OBE General entertainment www.obetv.co.uk Nollywood TV Movies www.nollywoodmovies.tv

KICC TV Religious programming www.kicc.org.uk Appendices Ethnic Diversity in the UK – interim report 2010

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Appendix C – BME Radio

BBC Asian Network www.bbc.co.uk/asiannetwork/ Panjab Radio www.panjabradio.co.uk Spectrum Radio www.spectrumradio.net Sunrise Radio Group www.sunriseradio.com Choice FM www.choice-fm.co.uk Kiss FM www.totalkiss.com Premier Christian Radio www.premierradio.org.uk Spectrum Radio www.spectrumradio.net The Voice of Africa www.voiceofafricaradio.com Appendices Ethnic Diversity in the UK – interim report 2010

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Appendix D – BME Press / Print Titles

Al-Arab www.alarabonline.org Al-Muhajir (Arab) Al-Qods (Arab) www.alquds.co.uk Al-Sharq Awsat (Arab) www.aawsat.com Asiana www.asianamag.com Asian Age www.asianage.com Asian Enterprise www.asianenterprise.com Asian Trader www.asiantrader.biz Asian Woman www.asianwomanmag.com Asian Voice www.gujarat-samachar.com Avrupai (Turkish) www.avrupagazete.com Bangladeshi Bangle Post BG Ben (Bulgarian) www.bgben.co.uk Black Hair and Beauty www.blackbeautyandhair.com Cineblitz www.bollywood-gossips.com/category/cineblitz-magazine Cooltura (Polish) www.cooltura.co.uk Curry Life www.currylife.com Appendices Ethnic Diversity in the UK – interim report 2010

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Appendix D – BME Press / Print Titles

Daily Ausaf www.dailyausaf.com Daily Jang www.jang.com.pk Diaspora (Romanian) www.diasporaro.com Des Pardes www.despardes.com East End Life www.towerhamlets.gov.uk/news/east_end_life.aspx Emel www.emel.com Epoch Times (Chinese) www.theepochtimes.com Etelaat (Iranian) www.ettelaat.com/new Garavi Gujarat www.gg2.net Gujarat Samachar www.gujarat-samachar.com Hurriyet (Turkish) www.hurriyet.com.tr India Today www.india-today.com Infozona (Lithuanian) www.infozona.co.uk Irish Post www.irishpost.co.uk Janomot www.ssba.info/Tenants/Janomot.html The Jewish Chronicle www.thejc.com Kayhan (Iranian) www.kayhannews.ir Masala www.masala.com Appendices Ethnic Diversity in the UK – interim report 2010

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Appendix D – BME Press / Print Titles

Muslim News www.muslimnews.co.uk Muslim Weekly www.themuslimweekly.com Naija Times (Nigeria) www.naija-times.com The Nation www.nation.com.pk The New Nation www.nation.ittefaq.com Nawai Jang www.nawaijang.com Newslanka www.newslanka.net/news.html Notun Din www.notundin.com One Philippine www.onephilippines.co.uk Potrika www.potrika.co.uk Polish Express www.polishexpress.co.uk Polski Pride www.pridemagazine.com Punjabi Q News www.q-news.com Somali Eye www.somalieye.co.uk Sikh Times – online only www.sikhtimes.com Sing Tao (Chinese) www.singtao.com Appendices Ethnic Diversity in the UK – interim report 2010

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Appendix D – BME Press / Print Titles

South African Times www.southafrican.co.uk Sri Lanka today www.srilankatoday.com Surma www.surmanewsgroup.co.uk Tandoori Toplum (Turkish) www.toplum.co.uk The Trumpet (Nigeria) www.thetrumpet.com The Voice (Caribbean) www.voice-online.co.uk UK Lanka Times www.ukasiatimes.com Appendices Ethnic Diversity in the UK – interim report 2010

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Appendix E – BME Media Sales Houses

247 Real Media www.247realmedia.co.uk Ad Mob www.admob.com Adconion UK Ltd www.adconion.com Addvantage Media www.addvantagemedia.com Clacksons www.clacksons.com Digital Spark www.digital-spark.co.uk Forward Ltd www.theforwardgroup.com Huson Media www.husonmedia.com Indoor Media www.indoormedia.co.uk Johnston Press www.johnstonpress.co.uk Logika Media www.logikamedia.com Mediamorphosis Inc. www.mediamorphosis.co.uk MEMS – Multicultural www.tmhtelemedia.co.uk and Ethnic Media Sales

Strongest Media www.strongestmedia.co.uk Zierler Media www.zmedia.tv

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