In addition to supporting the work of interracial community activities, the Television Race Initiative will develop a new media model, one that can be extended as well as replicated.
People watch television and, naturally, talk about it.
From premiere to premiere, TRI intends to harness the inevitable post-broadcast 'buzz' into sustained dialogue and ultimately, citizen engagement. From the controversial debate over immigration laws and affirmative action to the revelations regarding brutality and discrimination in law enforcement, Americans are most likely to confront race relations in times of crisis. Media in general, and particularly television, our most influential and ubiquitous communications technology, must participate. Recent efforts, such as The President's Initiative on Race and the joint project between the Anti-Defamation League and the Urban League, indicate a desire among the nation's leadership to make race relations a priority. Meanwhile, many organizations are dedicated to fostering race-related dialogue, coalition building and community development, but need help attracting and sustaining involvement.