How Rakuten TV Supports NGO Impact on Screens
TV has a unique ability to influence and impact lives through shifting perceptions and normalising behaviours.
Rakuten TV is a streaming platform available in 43 European territories that reaches more than 150 million homes.
Founded in 2010 by tech giant Rakuten, it provides content from studios around the world including Disney, Warner Bros., Sony Pictures and original titles.
The platform uses a free ad-supported streaming television (FAST) model for budget-friendly, accessible content.
Rakuten TV has announced its AVOD for Impact programme is returning to promote the work and messages of NGOs through providing part of its advertising inventory for free.
The company has donated an average of 500,000 impressions for each NGO that takes part in the programme.
Fabiana Cumia, Communications and ESG Director at Rakuten TV, says: “We will continue to focus on what makes us minimise our environmental impact and build models that are representative and inclusive for society, because we know that our industry can make a difference.”
Fabiana will be speaking at Sustainability LIVE: Diversity & Inclusion on 12 November 2024.
About AVOD for Impact
For the 2024 edition of its AVOD for Impact programme, Rakuten TV has selected three NGOs to support and platform.
Ayuda en AcciĂłn is an international organisation that facilitates access to education and employment for the most vulnerable.
Cruz Roja, known also as the Spanish Red Cross, aims to protect human life and health and to prevent and alleviate human suffering.
Legambiente is an Italian environmental association with more than 115,000 members and a focus on environmentalism based in science.
The programme last took place in 2023 where it supported Greenpeace, CEAR â the Spanish Commission for Refugee Aid â and FundaciĂłn Diversidad.
Diversity and inclusion in entertainment
Rakuten TV isnât just supporting others, but also aims to improve its own ESG impact.
It can be difficult to engage with a story without seeing people like yourself in it.
Films with at least 40% diverse casts consistently perform better at the box office, reflecting a growing audience preference for diversity.
Fabiana explains: âWe are what we watch.
âThis is why it is important that our industry reflects and respects all diversities and spreads inclusive models.
âWe have a responsibility, as the way we produce and distribute film and television will determine the way people will feel included or excluded in the society.
âThis is why Rakuten TV is eager to play a role in promoting inclusivity in our industry.â
In 2023 the company signed la Carta de la Diversidad â the Spanish Diversity Charter â which is an initiative of the FundaciĂłn Diversidad supported by the European Commission.
âAt Rakuten TV, as one of Europeâs leading streaming platforms, we feel a responsibility to represent and make visible the diversity of the world around us, including all its realities,â says CĂ©dric Dufour, CEO and President of Rakuten TV.
“This helps us develop meaningful relationships within the team, to be an inclusive company, and at the same time with the people who enjoy our services, so that anyone can find their own stories in our stories.”
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