CMF announces new self-identification process

Toronto, February 16, 2022 - The Canada Media Fund (CMF) is rolling out PERSONA-ID, its new self-identification system to measure and monitor the demographic representation and participation of all individuals with ownership and control on projects seeking CMF funding, as well as key personnel working on those projects.

Starting April 1, 2022, all the above-mentioned individuals will need to ensure they have registered for a PERSONA-ID number if they want a project seeking financing to benefit from a gender or diversity initiative. However, all Applicants and their teams are invited to participate in the process and sign up for a PERSONA-ID number on a voluntary basis. Please click here to find out more information on the CMF’s PERSONA-ID self-identification tool. 

“Persona-ID is an additional tool to achieve CMF’s strategic objective to improve inclusion in Canada’s screen-based industries, and is a key component of our Equity and Inclusion Strategy,” said Valerie Creighton, President and CEO, CMF. “It will give us the necessary information to make data-driven decisions on the best ways to reduce systemic barriers to access funding and improve representation in our industry.”

Considering this new shared responsibility, corporate directors and shareholders of applicant production companies and key creative and production teams attached to projects seeking CMF funding are encouraged to register for a PERSONA-ID account as soon as possible. If any of these individuals has already registered for PERSONA-ID, they do not need to register again.

PERSONA-ID will ensure that those participating in Canada’s audiovisual industries are counted and represented. This new tool will allow the CMF to have reliable data as it evolves its programs and policies, while at the same time determine eligibility to targeted programs and detect inequities in access to funding. 

All detailed information gathered through PERSONA-ID will remain confidential. However, in keeping with the principle of transparency, the CMF will publish only anonymous and aggregated data to give industry stakeholders a clear picture on the various communities accessing CMF funding.

While participation in the PERSONA-ID process will be voluntary for all programs, CMF Applicants should note that it will be a mandatory step for any funding application with a CMF gender or diversity initiatives, including: 

  • Designated Programs aimed at diverse communities;
  • Selective Program gender parity and diversity evaluation grid points;
  • Performance/Development Envelope Program gender parity requirements and diversity credit in Envelope allocations;
  • First-come/first-served Program reserved budgets for diverse community applications. 

About the Canada Media Fund
The Canada Media Fund (CMF) fosters, develops, finances and promotes the production of Canadian content and applications for all audiovisual media platforms. The CMF guides Canadian content towards a competitive global environment by fostering industry innovation, rewarding success, enabling a diversity of voice and promoting access to content through public and private sector partnerships. The CMF receives financial contributions from the Government of Canada and Canada’s cable, satellite and IPTV distributors. Please visit


For more information, please contact:

For press enquiries, please contact:

André Ferreira
Senior Communications Manager
Canada Media Fund
(416) 554-2768

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