Ceretai was founded in early 2018 with the idea of building an automated tool for detecting norms and stereotypes in popular culture. We wanted to enable audiences to choose movies or books based on their values and to create awareness around how people who don’t fit the norm – such as women, people of color and homosexuals – are actually portrayed in the culture we consume.
Since then we have developed the first version of our software tool, the Diversity Dashboard, and have tested it with players in both the film and news media industries. During spring 2019 we participated in the Next Media Accelerator in Hamburg and have had the opportunity to work together with Germany’s biggest broadcasters such as ARD/Tagesschau, ZDF and NDR. We have been featured in Forbes and BBC and attended the Cannes Film Festival, and along the way we have laughed, cried, hired, fired, failed and cere-brated.
We are looking forward to expanding our team and continuing to build on what will become the standard for diversity and equality in film and TV. And also – we love dogs!
Ceretai will consider its mission complete when every media company has a diversity partner. When the media industry monitors and follows up on these issues, and when all audiences have access to a diverse media landscape so they can decide what to consume based on their personal values – that’s when we are done.” – Matilda Kong, CEO & Co-founderGet introduced to the founders and read a full story behind Ceretai in our blog post.