Disney Looks to Increase Diversity Onscreen, Behind-the-Scenes—and in Ad Buys

Rita Ferro wants to ensure multicultural commitments with every upfront deal

Disney brands ABC, FX and Freeform have all been emphasizing increasing the number and quality of diverse stories onscreen, and ahead of its upfronts presentation today, the company’s executives are also focused on improving it behind-the-scenes, starting with a commitment from its ad sales chief to invest more in multicultural content.