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CBS Strikes Alliance With Advertisers to Devise Better Portrayals of Women

CBS Corp. said it would team up with one of the advertising industry’s most prominent leadership organizations to present more accurate portrayals of women in media.

CBS said it had formed a new partnership with #SeeHer, an initiative led by the Alliance for Family Entertainment, part of the Association of National Advertisers, a trade group that is often instrumental in devising new industry policies. Under the terms of the alliance, CBS is expected to devise opportunities on its TV network and digital properties that push back against “conscious and unconscious gender bias in advertising and media” and changes  “how the media represents women and young girls.”

“This is a strong alliance that will use our many forms of media to generate awareness, education and hopefully change on a very important issue,” said Jo Ann Ross, president and chief advertising revenue officer at CBS Corp., in a prepared statement. “We are passionate about showcasing respectful, authentic and powerful depictions of women and girls as we continue to promote diversity and inclusion through our programming.”

CBS said it had invited executives with #SeeHer to meet with several showrunners of its network’s primetime programs to discuss more accurate representation of women in television. CBS will run public-service announcements about notable historical female figures who have challenged stereotypes and bias as part of Women’s History Month in March of next year. The hosts of daytime show “The Talk” will extend support for #SeeHer goals. And at “We Need To Talk,” the CBS Sports Network talk show hosted by women, #SeeHer representatives will bring girls they are mentoring to tapings and give them a chance to meet women who are working in front of and behind the camera. The show will feature a live broadcast on December 19 that features a segment discussing how sports can empower women.

“It’s the right thing to do for our culture, and a wise business decision for the network, the brands and ultimately the consumers,” said Stephen Quinn, chair of #SeeHer, and a former chief marketing officer at Walmart and PepsiCo.



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