A4 DWord2 Conference Brochure.indd 1 30/01/2017 11:23 CONTENTS LET’S DIVERSIFY AND IMPROVE Introduction 03 THE SPORTS MEDIA... Who are BCOMS? 04 The D Word 2 is the second conference organised by Our study also found that women are still grossly Context: Facts and Figures 05 Black Collective of Media in Sport (BCOMS), following under-represented - particularly for women of colour. the inaugural D Word event in 2014. Two years ago Only six roles went to BAME women across the 456 the mission was to put the D Word - diversity - on the positions. Debating the Issues 06 agenda. The challenge this time around? To drive the issue to the top of that agenda, across the sports So how do we improve things? What can we do as What’s Working? 07 media. individuals? What can decision makers in the industry do? And how can sports rights’ holders, government The Next Generation 08 Over 200 delegates attended the conference hosted and commercial partners help enforce equality across by BT Sport at their studios in the Olympic Park, the sector? It’s All About The Solutions 09 East London. Funded by FARE, European football’s anti-discrimination and equality network, and Refresh One thing is clear: the lack of diversity in the sports Films, a diverse production company, the wide range media right now is unacceptable, and we need greater Next Steps… 10 of delegates - from the industry’s most recognisable commitment and conviction from decision makers to journalists and decision makers, to equality experts change this. ConFERENCE IMAGES 11 and students - reflected the engagement and interest in this issue. This guide brings together the ideas discussed and debated at the conference, and serves as a list of Shaping the discussion was the launch of our own action points for the industry. What we need now is to research into the state of play of diversity in the turn words into action, and positive outcomes. sports media, and so I kicked off the day with some revealing stats on BAME and female representation Be the change, help diversify the sports media and across the four major sporting events of summer let’s improve our industry. 2016: Rio Olympics and Paralympics, European Football Championships and the Wimbledon Tennis Championships. The results painted a pretty Leon Mann, Founder depressing picture. BCOMS (Black Collective of Media in Sport) Across 456 broadcasting and writing positions, just eight were filled by black people who had not played sport professionally. And although current or former BAME athletes occupied 19 punditry roles, the implied message to BAME talent was clear: if you want in, you had better win an Olympic Gold medal or play 10 years in the Premier League before the sports media will open its doors to you.
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A4 DWord2 Conference Brochure.indd 2-3 30/01/2017 11:23 Who are BCOMS? CONTEXT: Facts and Figures
The Black Collective of Media in Sport (BCOMS) Major new research from BCOMS highlights entrenched problems around was founded in 2009 by like-minded sports media a lack of diversity in the industry. A summer of sport in 2016 should have professionals, concerned by the under-representation provided the perfect platform to showcase diverse journalistic talent, instead of black people in their chosen career field. BAME sports expertise was largely invisible.
BCOMS members include award-winning journalists, Analysing 456 roles across broadcast and written coverage of summer producers, presenters, researchers, production 2016’s four major sporting events - Olympics, Paralympics, European Football managers and editors from high profile media Championships and Wimbledon - the results gave BCOMS little cause for corporations including the BBC, Sky, ITV, Channel 4, celebration. major independents and major titles from the written press. BCOMS Founder Leon Mann said: “After the first conference, I felt the message had hit home - but the real test would be to deliver greater BCOMS believes that African and Caribbean people are diversity. The reality was in two years things had only got marginally better - significantly under-represented in the sports media and certainly nowhere near the expectation.” despite disproportionate interest in, and achievement from, the community on the field of play. Key observations included the following:
As a network, we feel the lack of diversity across the BCOMS aims to be the first port of call both for sports media – both in front of and behind the camera, black professionals in the sports media and talented JUST ONLY JUST in the written press, online and in radio – has reached a newcomers looking to develop their careers. The group black journalists critical point. And while diversity is a hot topic in most has established great relationships across the sports (non-sports people) 113 sectors, astonishingly sports media has never been put media and is keen to develop further partnerships ONE across tv commentary under the microscope. across the industry. 12 WOMAN 8 roles An independent group, BCOMS is committed to While BCOMS has a specific remit in representing the OUT OF OUT OF nineteen changing the status quo through: black community, our members feel strongly about all 456 were filled by • Innovative networking, sharing contacts and strands of diversity, including gender, disability, sexual roles women opportunities orientation and religion. 143 • Developing relationships with media organisations, (1.75%) (16.8%) roles given to women across 51 educational establishments, trade union bodies and SENT to EUROS key decision-makers newspapers ONLY six roles for • Promoting the message that a more diverse bame women across 456 (1.3%) workforce is proven to yield better results (8.4%) (1.2%) • Creating pathways and mentoring young people seeking a career in sports media out of 44 bame roles, 19 were filled by former and current athletes (43.1%)
(5.5%) of all 143 newspaper out of all 143 newspaper roles were filled by roles, there were no BAME people BAME women
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A4 DWord2 Conference Brochure.indd 4-5 30/01/2017 11:23 DEBATING THE ISSUES What’s Working?
The Barriers: How We Are Missing Olympic sprinter turned broadcaster Jeanette Kwakye Out On Diverse Talent hosted our first workshop examining the existing resources and schemes in place to improve diversity in Our opening panel, hosted by BBC Sport Broadcaster the sector. Hugh Woozencroft, brought together well-known figures from across the sports media industry to Lewis Wiltshire – Twitter, Senior Director of Media reflect on their own experiences, and focus on what Partnerships the sector needs to do now to bring about change. Shelley Alexander – BBC Sport, Editorial Lead on Women’s Sport Alex Kay-Jelski – The Times, Sports Editor Andy Stevenson – Channel 4, Commissioning Jonathan Liew – The Telegraph, Sports Writer Executive Maggie Alphonsi MBE – Broadcaster and former England rugby union player The landscape for media and diversity Rodney Hinds – The Voice Newspaper, Sports Editor While there are currently no sports media specific Sonali Shah – BBC, Broadcaster schemes or targets, both the BBC and Channel 4 have Andy Stevenson – Channel 4, Commissioning Executive set out their stalls as frontrunners when it comes to The positives of a more diverse leadership can filter overall diversity policies. The BBC is implementing down throughout the corporation The stats suggest that the talent isn’t out there… diversity quotas across their whole corporation - both Shelley Alexander: “If you represent one [diversity but we know that it is on and off air - to better reflect its audiences by 2020. strand], you understand a lot about another and I think Rodney Hinds [reflecting on BCOMS research]:“There Meanwhile Channel 4 launched their ‘360° Charter’ that’s really important in why we should get leaders up is enormous talent the decision makers simply aren’t in 2015 - a five year plan for making the organisation there. Then you are really sensitive to everyone else taking the chance on. Those figures are hugely Break the cycle more diverse which, “puts diversity at the heart that needs your help.” disappointing.” Alex Kay-Jelski: “When it comes to changing the of all decision-making at Channel 4”. The network predominantly white male world of senior positions underlined their commitment to the issue with a 12 Timeframes need to be realistic Real diversity isn’t a tick box exercise within newspapers there is a repetitive cycle that month report, published in 2016, showing progress Andy Stevenson: “It’s more important to improve Sonali Shah: “Too many people have a pre-conceived revolves around experience. In order to break this made. figures in five years’ time, than panicking and getting it idea about what a diverse person will be like. Diverse cycle, risks would have to be taken with inexperienced done in five months.” people shouldn’t have to fit a mould; let them be candidates.” An internal audit is a great first step to tackling a diverse, sound diverse and look diverse. If we look lack of diversity Mentoring is a powerful way to create impact inside at the actual athletes representing our country we Diversity can be your USP Lewis Wiltshire: “We [Twitter] voluntarily made our and outside of an organisation will see a diverse representations of backgrounds, Andy Stevenson: “I definitely had to work harder to diversity data public in 2014/15 and we made clear Shelley Alexander underlined the importance of ethnicities, religions, gender and sexualities – the prove that a disabled person was capable of doing this our objectives for 2016. I’m proud of some of the big having a mentor and encourages senior, experienced sports media population must reflect this.” job. However, don’t always see your difference as a ways that we are thinking about that, like targeting individuals within the industry to take up these negative. If I do a job well, people are far more likely for recruitment universities in America that are called roles. She explained that it is important to find the Engage the whole audience population, not just a to remember that as I stand out, so what makes you ‘historically black colleges’.” right mentor and for potential mentees not to feel select few different can be used to your professional advantage.” intimidated about approaching people. Jonathan Liew: “There is potentially a sub-conscious It’s not all about grand schemes, there are simple Shelley Alexander: “Prejudice can chip away at your fear of diversity. Sports newspaper writers are nearly Maggie Alphonsi: You’ve got to be prepared coming cost-free solutions to improving diversity confidence but it’s about changing those perceptions.” all white men and will naturally lean towards hiring into this industry whether you are a former athlete or Lewis Wiltshire: “There are small, everyday things that similar people to themselves. However, this lack of not. Be confident in who you are but also remember you can do, for example, we [Twitter] are encouraged diversity is counter-productive when it comes to that there are people in the business who can give you by the most senior leadership in the company to push creating a product that can engage the entire national positive pointers about how to build on your existing back on conference organisers when we are asked to audience.” skills. appear on an all-white, male panel.”
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A4 DWord2 Conference Brochure.indd 6-7 30/01/2017 11:23 The Next Generation It’s All About The Solutions Benny Bonsu, Broadcaster and Producer, BBC World Service, chaired our second workshop looking at how Jessica Creighton, BBC Sport Broadcaster, chaired to support and access the next generation of talented our closing panel, and after hearing the opinions sports media professionals. and concerns of a vast array of figures throughout the conference, it was time to see what some of the Jamie Hindhaugh – BT Sport, COO biggest bosses of the industry had to say. Rioch Edwards-Brown – SYWBOTV, Founder Amar Singh – Squawka, Chief Content Officer Simon Green – BT Sport CEO Philip Bernie – BBC Head of TV Sport Change is overdue: the industry must act now to Andy Cairns – Executive Editor, Sky Sports News engage the next generation of talent. Stephen Lyle – Channel 4 Commissioning Editor Jamie Hindhaugh: “This, quite frankly, should no for Sport longer be a discussion anymore. People should be able to come into this industry on their merit of talent. There is not a lack of talent, instead the industry those recruiting to ensure that everyone knows the It must be ensured that these communities, which needs to be made more accessible. danger signs and that they know what they are really undoubtedly possess the talent, feel confident enough BBC Head of TV Sport, Philip Bernie, told the delegates looking for – we’ve got to get that right.” to apply this, and not quotas, is what will ensure those that the broadcasting powerhouse is using social figures change.” media platforms to reach out to applicants from a BCOMS’ Leon Mann asked the question of whether greater range of backgrounds, by tapping into the self-regulation when delivering diversity will work. What can the sports media industry do to access networks that they are already a part of. Broadcasters are fiercely competing for the rights of and engage future talent? major sporting events and leagues, so is it feasible Traditional methods of advertising vacancies, Philip Bernie: “The recruitment pipeline is still way too that contractual encouragement or clauses on greater internship and work experience opportunities may small and thin, and we need to stretch out.” diversity across the presentation can be strived for? not reach a diverse audience. The So You Wanna Be “Junior people or students don’t necessarily gravitate The sports industry already holds within it the power In TV Founder, Rioch Edwards-Brown, spoke of just towards what 50 year-old media executives do, so and leverage to bring diversity into the media that how crucial it is that organisations are truly willing to we’ve got to look at ways to recruit people through covers its products. commit to change in order for progress to be made. new media, and it’s something we’re working on.” Philip Bernie: “I’m not saying you shouldn’t seek Rioch Edwards-Brown: “Honesty speaks volumes.” A glass ceiling still exists for those trying to move Andy Cairns, Executive Editor of Sky Sports News, support from sports organisations - but it should be up into senior roles within the ‘old boys’ networks of spoke of the apprenticeship schemes within his to us to get this right… and we will” Quotas continue to divide opinion - one alternative the established media organisations newsroom but also that similar efforts need to be suggestion focused on the creation and cultivation Amar Singh: “The old media, its guardians and old implemented and maintained by the entire breadth of Stephen Lyle said a similar move by Channel 4 had of a diverse talent pool boys network are fading away. The new age of digital the industry: seen progress: “It’s an interesting point. At Channel 4 Jamie Hindhaugh: “This discussion is all about the media ensures that anyone can be involved within the we make it clear to production companies that they right people applying for the right opportunity and discussion and this will eventually level the playing Andy Cairns: “While there is an intention from the top, won’t win contracts from us unless they hit diversity achieving the right role, quotas can undermine that.” field.” we have to make sure that the people doing the hiring targets. This has had a positive impact.” at every level understand our business priorities and Discrimination is still an issue why this is such a priority for us.” Understand your workplace and audiences. Benny Bonsu: “I was told I was ‘too black for TV’ only Simon Green: “BT Sport are based in one of the most four years ago.” In order to achieve diversity, there must be a lack of diverse parts of the country and we want to engage bias within recruitment. audiences of all backgrounds. So diversity is about Andy Cairns: “We hold unconscious bias training for good business and doing the right thing.”
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A4 DWord2 Conference Brochure.indd 8-9 30/01/2017 11:23 Next Steps… conference IMAGES…
BCOMS is an unfunded network. Volunteers deliver everything we do. But we are committed and will do all we can to push things forward in this area.
The D Word 2 conference was a great success. It galvanised a range of forward thinking people in the industry to want to work towards a more diverse sports media.
But we have been here before. Two years ago we were energised, and ultimately the progress made hasn’t reflected the ambition.
So BCOMS wants to place on record what we will do…
1/ Bring diverse aspiring journalists together with suitable mentors from the sports media
2/ Arrange networking events for those wishing to break into the sports media to meet and get advice from those with experience of the industry
3/ Advertise jobs and events on BCOMS website and across its social media outlets
4/ Continue to lobby senior decision makers and work with them to tackle under representation in the sports media
5/ Seek the support of sports rights holders to understand the value greater diversity in those covering their events and leagues brings to their products
BCOMS will deliver all of the above as part of our contribution to addressing the lack of diversity in the sports media. This guide offers a number of ideas and challenges to senior decision makers in the industry - we look forward to reviewing what they have implemented at The D Word 3.
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www.bcoms.co [email protected] @BCOMSTWEET @OfficialBCOMS
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