European societies have always been diverse, but contemporary societies are preoccupied with diversity as a good and as an ‘issue.’ However it may be experienced, diversity is politically recognised and framed in different ways. It is a relatively recent development that governmental and programmatic ideas of ‘multiculturalism,’ ‘diversity’ and ‘integration’ have become articulated and positioned as prominent ways of conceptualising, addressing and managing social, ethnic and cultural difference within European nation-states. This chapter refl ects on various ways in which public and private broadcasters in selected European countries have imagined and addressed culturally diverse audiences, and explores some of the critical issues raised by such approaches. By departing from a basic assumption that ‘national audiences,’ addressed by all forms of broadcast media, have become more socioculturally diverse in their composition and networked in their-globalised-media environments, the chapter considers how different mainstream media institutions articulate their role in putative processes of ‘integration.’ It also explores how audience research has explored the reactions of diversifi ed audiences to these institutions.