Industry / Market - Sweden
Industry Report: Gender Equality, Diversity and Inclusion
Swedish startup Ceretai launches ValueCine, a web platform delivering diversity statistics on audiovisual productions
The initiative is being supported by SF Studios, Women in Film and Television International (WIFTI), Vinnova and Herflix
Stockholm-based tech startup Ceretai, which is committed to developing AI tools for automated diversity and equality analysis of audiovisual content, has announced the launch of ValueCine, an innovative web platform that delivers diversity statistics on film and TV series to audiences globally.
The company was founded in 2018 with the idea of enabling viewers to find entertainment that matches their values. Two years ago, they were featured in Forbes and BBC when their AI algorithm for detecting male and female voices revealed that female speaking time in the Game of Thrones series only amounted to a share of 25%. Since then, Ceretai has developed more AI algorithms to provide other insights, such as the screen presence of women and men, age distribution and the so-called “smile factor” (how much more women smile than men on screen).
Specifically, ValueCine gives audiences all of the regular information about films that can be found on websites such as IMDb – for instance, the plot summary, genre or year of release. Moreover, viewers can also get exact numbers on how much women speak in comparison to men and browse categories such as “films passing the Bechdel-Wallace test” or “films with women over 45 in leading roles”. The launch of the platform also entails introducing three different labels for films that break norms; more specifically, gender, age and ethnicity norms. Thanks to a collaboration with streaming aggregation service Playpilot, users can also be re-directed to where they can immediately stream the film or TV series they have found on ValueCine.
Ceretai’s CEO, Matilda Kong, seems pleased about the project’s results: “After analysing thousands of movies, video clips, news shows and TV series over the past two years, it feels so good to finally release this platform that we have been thinking about for so long. The interest in our algorithms and in the platform clearly illustrates how important audiences find these topics, and how we need to become aware of unconscious bias in the media and entertainment we consume.” Meanwhile, EVP HR & Operations at SF Studios, Kristina Linglöf, added: “We are very proud to be supporting the important work of Ceretai and ValueCine. Equality and diversity have been on top of our agenda for a long time – we have, for example, been active in supporting the Swedish #MeToo movement, #silenceaction, in various activities to infuse inspiration for continued change within the film and TV industry. The collaboration with Ceretai is very exciting, as their work will facilitate and contribute to achieving improved diversity awareness amongst consumers.”
The initiative is being supported by SF Studios, Women in Film and Television International (WIFTI) and Herflix, the new online movie theatre for women, which is implementing ValueCine’s norm-breaking labels on its own streaming platform. Vinnova is also backing the project with a grant of 1,999,000 Swedish crowns (circa €197,000).
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