Public service media (PSM) in Europe have an obligation to “serve all” and to reflect society in all its diversity. Serving immigrants and ethnic minorities is one aspect of acknowledging diversity. This chapter examines from media studies and cultural policy research perspectives how PSM address ethnic and cultural transformations of society in their policymaking. It first traces the historical trajectory of how the issue of immigrant and new ethnic minorities became relevant in the field of diversity in the European public media sector and how policies have shifted from minority-specific multiculturalism to mainstreaming cultural diversity across all programming. Secondly, the chapter examines the case of Finland’s public service media Yleisradio to show how national PSM diversity policy is shaped both by European policy trends and national-level minority politics.