Race in the media Recruitment and representation of ethnic minorities in print journalism, broadcast media and the internet

Cultural diversity: political correctness or pragmatism? TIM ELLIS TIM

Produced by the Guardian in association with the BBC 2 Race in the media

Moving into the mainstream The trend is for multicultural programming, but at what cost to ethnic minorities?

ollywood has shown Yasmin Anwar,commissioning between what’s happening on Enders,says great efforts have inclusivity.The actor David Yip trend,have realised the value in that brown is the new editor for multicultural the periphery and what’s in the been made in recent years,with points out that the Chinese,who including ethnic minorities in black.Asian culture programmes at Channel 4,rejects mainstream.Programmes that the instigation of a “10% rule” form a large part of the British mainstream advertising. But just is moving into the the view that programmes start out on the edges can end for guest actors in these shows. ethnic minority population,are as the television agenda has British mainstream should appeal simply along ethnic up in the mainstream.” The number of ethnic minority barely visible in the media. become feminised with the Band broadcasters are being lines.“A monocultural approach He argues that programmes parts in leading roles has also Farrukh Dhondy, a former promotion of women to the top forced to follow this cultural lead. assumes that people can be such as those about Bollywood been increased,he says,pointing commissioner of ethnic minority of the executive tree,real and The days in which the BBC’s attracted to programmes along would have been regarded as to the introduction of a credible programmes at Channel 4,and credible change may not happen “immigration department”,set racial group lines.While that minority and monocultural a black family in EastEnders. now a freelance producer, is until people from ethnic up in the 1960s,produced films might have been feasible in the few years ago.But now,they can Young says: “I was struck scornful of the entire concept minorities enjoy similar success. to teach English to Indian days of the BBC’s immigration have wide appeal.It simply takes three or four years ago when I of multicultural programming. With the woefully small immigrants are over,and broad- department,now we are at a a shift in culture to bring about read that in Leicester by 2010, He believes it is motivated by a number of ethnic minority casters are increasingly willing to stage when there are second and change.“At the moment,the whites would be an ethnic “politically correct agenda” commissioners in British place “ethnic” programming in third generation Britons who Somali community is expanding which obscures rather than television,the process of change the mainstream.Babyfather,The speak English as a first language in Southall in west London.So ‘There is a reflects the reality. He believes is unlikely to be anything other Kumars at No 42 and Caribbean and who are increasingly maybe we should be making that the “multicultural than long. Summer played at peak time and culturally diverse.” Broadcasters programmes for Somalis:these trade off when programming agenda” has sold Matt Wells drew wide audiences. must move with the times,she would be monocultural to begin ethnic minorities short,and But this trend towards “multi- argues,and young Britons do with,but they might break entering the does not reflect their cultures 76% of Indian males and 58% cultural” programmes,in which not define themselves by race through into the mainstream.” accurately. It has led to of Indian females are in work, race is not always a defining alone any more. The BBC,with its public mainstream,but “patronising comedy” that compared to the UK average of issue,has not been met with There is an argument that,in service remit,has put a great features “people with funny 79% and 69% respectively universal acclaim among those bringing such programmes into deal of thought into this twin- better slots get accents complaining that their Source: BBC Audience & Consumer Research commentators and programme- the mainstream,their message is track approach.It has maintained daughters are becoming too makers who believe a place is lost in the attempt to appeal to a a slate of both monocultural and bigger budgets’ British”.This does not reflect being lost for programmes wider audience.“There is a trade multicultural programmes:Black the reality of ethnic minority specifically designed with ethnic off,but better slots get better Britain,Mega Mela and Network minority,and it really shocked culture:“You couldn’t have a minorities in mind. budgets,” Anwar says.“Audiences East are produced with a specific me.We weren’t reflecting reality. Muslim or Hindi Life of Brian. As multicultural Britain are pretty intelligent and they ethnic minority audience in In a script,the default would be It wouldn’t be considered becomes more of a reality,the understand the deal.” mind,while Heart of Harlesden, white: a character would not be appropriate. debate between “multicultural” Narinder Minhas,joint head Babyfather and the Islam UK black or Asian unless it was “There is this idea that and “monocultural” of programming at the season were designed to have a specified. And then,it would be programming or articles should programming becomes more independent production broader appeal. an Asian woman running away represent somebody. I expect acute.The development has company Diverse,believes that a The BBC has also made a from an arranged marriage or a my MP or my trade union leader been mirrored by the strategy combined approach is needed. concerted effort to boost the black drug dealer. But black to represent me. I don’t expect of Channel 4,which started out “In the ideal world we wouldn’t number of ethnic minority people can break their legs too. a playwright to represent me.” by producing carefully targeted need anything called multi- actors in its mainstream dramas. We have to reflect reality.” Nevertheless it is dawning on programmes at particular ethnic cultural programmes at all.The Mal Young,the head of Some,however, argue that broadcasters that they cannot groups. Now,it produces multi- difference between mono- continuing drama,who has issues,even whole minorities, continue reflecting a vision of cultural programming rather cultural programming and responsibility for shows such as such as the Chinese, are left out Britain that no longer exists. Top:The cast of Babyfather than minority programming. multicultural programming is Casualty, Holby City and East- in the headlong rush towards Even advertisers,quick to spot a Above:Bollywood poster Race in the media 3

but they just don’t apply. Black journalists say they don’t apply because jobs aren’t advertised. Lisa Urquhart, a UK companies reporter on the Financial Times, who has been involved in setting up an ethnic minority internship at the paper,says,“If more jobs were advertised in the paper, more black and Asian journalists would apply for them.There’s a perception by a lot of young black and Asian people that recruitment for these jobs is done at dinner parties,and the situation is not helped by the fact that hardly The Guardian’s Gary Younge any key jobs are advertised.” Joy Francis, a former editor of black women’s lifestyle magazine ‘Most black Pride, is now managing director and co-founder of the Creative people in Collective, an organisation set up to create internships in newspaper newspapers for ethnic minority students.Since its inception,the cafeterias are collective has scored a number of coups, persuading theTimes, serving food’ the FinancialTimes,the Big Issue, the Manchester Evening News raise the issue with the NUJ, but and the Bradford Argus to sign he calls on the CRE, and on up to its scheme,which gives newspapers,to be more upfront ethnic minority journalism about the numbers.As British graduates a paid three-month institutions become increasingly placement on the papers. aware of overcoming Although the Creative institutional racism,the media’s Collective tackles recruitment, “colour-blindness” looks less Francis says that the issue is like inclusiveness and more like subsidiary to the larger problem wilful ignorance. of the perception by black and Newspapers have also been Asian graduates that the slow in grasping the significance newspaper business doesn’t of cultural nuances in white consider their needs. mainstream society which could “Recruitment is only about one- put off black or Asian potential fifth of the issue,”she says.“A lot journalists, says the FT’s of graduate students — white as Urquhart.“Many black and Asian well as ethnic minority students journalists don’t do the heavy — are uneasy about going into drinking thing,” she says,“and newspapers.Newspapers are particularly if you’re a female not a nurturing environment. I’m journalist from a Muslim meeting more and more print background.” journalists who are going into Several black journalists point broadcasting because there’s a out that, at worst,the press’s perception that broadcasting has refusal to tackle the dearth of a commitment to accountability ethnic minority journalists in its that newspapers don’t have.” ranks could affect its bottom line. Institutional racism in print? One of the biggest hurdles is With the circulation of national that even in the wake of newspapers acknowledged to be Macpherson, it’s still not possible in steady decline, papers can ill to obtain comprehensive figures afford to alienate large sections on the number of black and of the population.With several There may be 200 black and Asian journals, but national Asian journalists working for areas of Britain fast heading national newspapers.Because toward a situation where white newspapers are almost an ethnic minority-free zone newspapers are privately owned people are becoming an ethnic companies,they — in contrast minority,regional papers such as to broadcasters,most of which the Nottingham Evening Post early three companies cannot ignore the prove this.He notes a number have a public service remit — have been quicker to realise this. years ago,while black population, Britain has of positive gestures toward are not obliged to publish It’s almost certainly true that many British characteristically chosen to put Britain’s more multicultural statistics about how many black newspaper editors want more institutions its head in the sand. make-up: one example of this and Asian journalists black and Asian journalists were busily Any newspaper editor, if being was the Sun’s proactive they employ. Neither in principle. Nnavel-gazing in the wake of the pressed,will say they hire on stance after September 11 to the Commission for In his post- Macpherson report on whether merit,and colour doesn’t push its readers to make the key Racial Equality nor Macpherson they were “institutionally racist”, matter. But the recruitment distinction between Islamic the National Union report,Peter the Guardian turned its spotlight figures are shocking.The most terrorists and Muslims per se. of Journalists has Preston said: on the media.Columnist Gary comprehensive research into But with a few exceptions, they up-to-date figures, “Whenever Younge and former editor Peter the representation of black and are just gestures.Younge makes either. charges of Preston noted that the media Asian journalists on national the point that a number of Alex Pascall, institutional still had a long way to go in newspapers was done by national newspapers have gone the head of the racism start reflecting the ethnic make-up of academic Beulah Ainley, who out of their way to give their NUJ’s black flying around, Britain,andYounge observed that wrote the seminal study Black existing ethnic minority members editors of even in the late 1990s,“most of Journalists,White Media.By the Alex Pascall of the NUJ journalists a higher profile, but council,says this national the black people you see in the mid to late 1990s, Ainley doubts whether this stance filters problem has to newspapers tend newspaper cafeterias are serving observed, of a workforce of little evidence of the kind of down through the organisations. be addressed to study their the food”. some 3,000 journalists working root and branch overhaul that “There’s definitely been an before the media can change its boots or glance In a bid to get beyond the on national newspapers, that 20 institutions such as the police acceleration in giving black recruitment policies.“Part of the over their shoulders.”They’re tired platitudes about equal were black.The NUJ estimated have undergone.Race in the journalists picture bylines and problem is that no one can ever still looking at them. opportunities,Younge stuck his that in 1998, only1.8% of their Media spokesman Robin Banerji higher profiles,” he says.“But it’s succeed in getting the press Jessica Hodgson finger slap-bang on the blindspot 27,000-strong membership was says there is some cause for really not what this is about.What together to sit down and talk that holds back the British media. black,compared to the national hope. “In the 10 years since Race they don’t tackle is subeditors, about it,” he says.“Organisations 78% of Indian households In being too polite to talk minority population of 5.27%. in the Media has been operating, photographers,reporters.” worry that if they do,they will have a car,compared to the UK about race, the British media Has the media taken up the the numbers of black and Asian Many editors and senior be singled out.And the figures average of 70%.96% of Indian dismissed its importance. In challenge of the Macpherson journalists in newspapers has journalists claim that they are are so bad that they don’t want households have a TV,90% a VCR contrast to the US,where sheer report? There are some green definitely gone up,” he says,but always looking for talented them to be made public.” Source: BBC Audience & Consumer Research

DESJILL WILLIE/BBC2, DUNCAN MEAD, ROGER PHILLIPS, force TOOTH of numbers means media shoots of positive change, but adds that there are no figures to journalists from ethnic minorities Pascall says he is willing to ADVERTISEMENT FEATURE about employing more people not about giving them a head from ethnic minorities then start because they are black, you have to build relationships but about helping them to with schools and colleges. We reach the starting point so recently visited the 17 they have the same chance of accredited drama colleges and succeeding as those who found only one black face, so might have set out with more we will go elsewhere and hold obvious advantages." our own auditions to find The result has been that the people. We will simply cast the corporation now draws 8.7% net a bit wider." of its workforce from an ethnic When it came to finding minority background, well on staff for Radio 1Xtra, the the way to hitting a target of corporation's new digital black 10% by the end of next year. radio station that will launch Among senior management the figure is 3.4% against a 4% target. “This means that we When it came have been able to train and promote black and Asian staff to finding from within the corporation rather than just bringing in a staff for lot of people to help us meet targets," says Mitchell. Radio 1Xtra, Of course, the BBC is also looking to bring in ethnic recruitment minorities at the first level. There are several entry points, officers ranging from Ascend, a training course especially for visited ethnic minorities already Linda Mitchell, head of diversity, BBC within the corporation, to a nightclubs joint scheme between the University of Westminster and this summer, recruitment BBC Sport, which took on 12 officers visited nightclubs and trainees and is hoping to find put flyers up to identify the the next black Gary Lineker. right people for the job, as well The Asian Network, both on as targeting specific websites. radio and online, has also “We needed to find people proved a good way into the TALENT who knew the black music BBC, as once again, Mitchell THE scene, so we needed to be points out, it needs people who where they were," she says. Of understand the community the 17-strong news team, 13 are they are broadcasting to. from ethnic minorities. “We “For example, it used to be had 1,000 applications. Finally, the case that BBC News only we feel that there is a hunger reported hurricanes when they among the ethnic minorities hit the US, but there is now a to work for the BBC." greater understanding that SCOUTS But it is not just about getting many listeners will come from through the door. In the past, those Caribbean islands that research has shown that black have already been hit before and Asian people are often just the US. It's the same with an It has been two years since Greg Dyke announced that the media, left to get on with things once earthquake in Gujarat: a lot of they have been given a job. our audience have family there and the BBC specifically, would need to change recruitment “White people seem to be and that makes a difference to picked up much earlier and the way the story should be and programming to better reflect the UK population, in all its promoted more quickly if they reported. We want people who show talent, whereas ethnic understand that." diversity. So what changes have been implemented since then? minorities often hit a plateau BBC Talent is another route in middle management," says into the corporation which has Mitchell. So now there are thrown up a number of ethnic erhaps we and forums. women now view a career at family whose storylines mentoring schemes, in minority success stories. have been “We need to be aware that the BBC as being as good as intermingle with the rest of addition to training These include Kasey Clarke, rather Britain is in a state of flux and one in law or medicine. “That the cast and that Casualty has a programmes, to help black who was working as a waitress complacent," so our workforce needs to has got to be because these large number of regular guest and Asian staff move on and in Pizza Express when she says Linda change if it is to reflect the young women are seeing more slots for ethnic minorities. up within the corporation. applied through the scheme. Mitchell. country to which it is broad- Asians on their screens." “Minority actors are also “It's about taking some She is now working as a ‘P“We always assumed the casting,” says Mitchell.“We People like Konnie Huq, a playing parts that don't require positive action to give them a broadcast assistant on 1Xtra. talent would come to us, but have to employ people who are presenter on CBBC, and them to be black or Asian: that boost. The talent is already Angie Stephenson, the head of we have been forced to face completely in tune with the Sangita Myska, who regularly is just who they are. But these there but we are just adding a BBC Talent, says: “We have up to the fact that in the case people in the audience, not just reports for the One O'Clock changes have only been little yeast to leaven the bread." had a really significant of black and Asian talent it those who know what is going News, are becoming familiar achieved through a radical But what about the response and success for black hasn't. It is up to us to go out on in central and west London. faces to BBC viewers. “We overhaul of the BBC's inevitable accusations of British and Asian talent which and find it." “But we have had to be a lot know these changes will be recruitment process. political correctness and giving has truly exceeded our It is exactly two years since more creative in finding ethnic slow because the BBC is “If you are really serious unfair advantages to ethnic expectations." Greg Dyke stood up at the minorities because many of evolutionary not revolutionary, minorities at the expense of Although it is fair to say that Race in the Media Awards them have traditionally but we are beginning to climb the white workforce? true diversity will only exist and declared that the BBC assumed there was no place the mountain." ‘We need “We are always happy to talk when no one needs to talk would have to dramatically for them at the BBC, so they Indeed, some of the most to people who raise those about it any more, Mitchell is change if it wanted to be often don't bother applying for visible changes have been on to employ concerns," says Mitchell. “But encouraged by what has been taken seriously in the 21st jobs. But we are beginning to screen. There was Heart of we point out to them that achieved so far. “We are getting century. A few days later change those perceptions." Harlesden, Islam UK and people perhaps they went to Oxbridge, calls from other big companies Mitchell, a black Welsh Mitchell is particularly Babyfather, a drama about four or they got a placement because and institutions asking us how woman who has worked for pleased with a recent survey black men which had a black who are of someone their father knew we have managed to make our the BBC for 20 years, was which found that the company producer and production or something like that. Often workforce so multicultural, appointed the corporation's undergraduates would most team. For Mitchell the most completely they just have much more and wanting to copy our head of diversity and told to like to work for is the BBC. significant point about many confidence to push themselves methods," she says. “It is like oversee some of those “That will have included a lot of these programmes is that in tune with forward on their own. climbing Everest, and it is changes. She immediately of ethnic minority students," they were shown at peak time “We are not offering ethnic going to take a long time, but began visiting recruitment she points out. and achieved good ratings. those in the minorities any training or we can now look down from fairs as well as setting up Another of the researchers' She observes that advantages that are not the top of Mount Snowdon links with black colleges findings is that young Asian EastEnders now has a black audience’ available to everyone else. It is and see how far we have come." BRITAIN’S MINORITY POPULATIONS Collated by BBC Audience & Consumer Research

The ethnic minority population Ethnic minority communities in the UK now account for The ethnic minority population The UK’s ethnic minority population can be divided into almost 4 million (6.7%) of the total UK population. However, this figure is set to rise considerably nine distinct communities. for the foreseeable future: for example, the Bangladeshi community in London is expected to O (357,000) T grow by 25% between 1996 and 2001. The Black African population is the fastest growing ethnic HER

minority group in the UK. – 15% O

THER 10% (199,000)

(531,000) ASIAN –

PAKIST (162,000) ANI – 5% 4% CK-CARIBBEAN – 10% BANGLADESHI – BLA 8 AFRICAN(3 –51,000) (208,000) CK- 6% BLA 7

BLA 6 CK-O THER – 9% 5 16% (304,000) ANI – 4 PAKIST (580,000) 3 INDIAN

(929,000) 2 –

26% 1

0 1951 1961 1971 1976 1981 1983–5 1991 2001

Household tenure The majority of Indian and white populations either own or are buying their Ownership of durables Household penetration of both VCRs and satellite/cable is higher home while the majority of black and Bangladeshi populations are renting accommodation. among the South Asian population than others, giving access to targeted programming and films from the Indian sub-continent. Access to satellite/cable is also higher among the black population, reflecting their younger profile and their urban location with better access to cable services. gg g pg g Access to satellite/cable is also higher among the black population, reflecting their younger profile and their HOUSEHOLD TENURE IN ENGLAND 1997-98 OWN RENT urban location with better access to cable services.

100% WHITE BLACKASIAN 100% 90% 98 90% 95 96 80% 25% 80% 84 30% 82 70% 70% 74 60% 41% 70 69 46% 60% 62 50% 50% 53

40% 64% 40% 45 45 42 72% 30% 30% 32 33 27 27 20% 20% 26

10% 10% 70% 36% 75% 59% 28% 54% 0% 0% WHITE BLACKINDIAN PAKISTANI OTHER BANGLADESHI TV VCR CAR CD PLAYERHOME COMPUTER SATELLITE DISH / CABLE

Source: Survey of English Housing, DETR, ONS, Mintel Source: FRS, Mintel

Leisure and lifestyle The Asian population place above-average importance on watching TV Newspaper readership All ethnic minority groups are, broadly, more likely to read three of and are almost twice as likely as the UK average to mention visiting a cinema. Owning and using the four broadsheets than would be predicted from their socio-economic profile. This suggests a computer is higher among all ethnic minority groups, particularly Indians. something of a preference for these titles, possibly because of the scope of their news coverage or because of their often more balanced style. WHITE BLACKASIAN 100% WHITE BLACKASIAN 50% 90% 45% 80% 40% 70% 35% 38 60% 32 59 60 30% 50% 56 51 51 25% 40% 20% 22 42 40 20 30% 35 34 34 18 32 31 31 15% 29 29 16 27 27 14 14 20% 25 24 10% 19 21 11 10 20 18 9 10 10% 6 8 8 8 12 12 5% 6 7 7 9 10 5 5 6 3 3 0% 0% KEEPING WATCHING LISTENING LISTENING GOING DIY / READING OWNING / VISITING THE SUN DAILY THE DAILY DAILY THE GUARDIAN INDEPENDENT FIT TV TO MUSIC TO RADIO OUT GARDENING MAGAZINES USING CINEMA MAIL MIRROR TELEGRAPH EXPRESS TIMES COMPUTER Source: BMRB/Mintel Source: BMRB/Mintel

Do you have a talent aching to be recognised? Well, this recruitment. It's prompted by the BBC's interest in creating database of new UK talent — the first of its kind. could be your big break. BBC Talent is an initiative offering a new, more open way of attracting talent from all over So don't hide it — share it. Step forward and show it to people the chance for talented individuals to work in the the country. the world. It could be your big break in the business. media. It's not about being a pop idol. It's about nurturing And it's for everyone, regardless of their ethnic For more information visit www.bbc.co.uk/talent. You and developing talent in a number of areas in the industry. background, and no matter where they live. Auditions are can get the BBC Talent brochure by phoning 09065 550000 These areas range from radio production trainees and taking place around the UK: including Belfast, Glasgow, or you can pick one up in Virgin Megastores and Odeon science experts to comedy sketch writers and filmmakers. Liverpool, Manchester, and Bristol — at the Malcolm X cinemas nationwide. You will also find them in BBC offices And, of course, presenters and reporters, too. The complete Centre in St Paul's, for example. — just ask for one at reception. list of categories is at the BBC website (right). The BBC is delighted with the response so far, but This scheme is not replacing existing methods of would like even more applications. It wants to create a www.bbc.co.uk/talent DUNCAN PHILLIPS DUNCAN 6 Race in the media Connecting with your audience Fair representation of ethnic minorities on TV is not merely for political correctness: there are sound commercial reasons for it

ast October’s Cultural ethnic minority backgrounds, across shows such as East- Diversity Network the consensus seems to be that Enders and Coronation Street.” (CDN) conference the industry has come a long That said, there is also highlighted how way already in putting its house widespread agreement that seriously the UK in order. Aaqil Ahmed,who some serious practical obstacles Ltelevision industry is taking came to the TV industry in 1992 remain, particularly to ethnic the task of increasing the and is now deputy editor of minorities getting into the upper representation of ethnic BBC general documentaries reaches of the broadcasting minorities,both on screen and in Manchester, including the establishment. As Commission in its workforce.But it also Everyman religious strand,is for Racial Equality chair neatly encapsulated how far the one who agrees with this sector still has to go to achieve analysis. ‘Commissioning this goal. “When I started out,I think At the event,senior my Asian background was a editors argued executives from all the main hindrance,” says Ahmed. broadcasters — BBC,ITV, “I got to be a producer of that advertisers Channel 4,Channel 5 and BSkyB multicultural programmes,but — outlined action plans for when I wanted to move on I won’t advertise embracing cultural diversity.Yet couldn’t get arrested. I had to in every case they were white leave the BBC to make the next if there are too and male,with the solitary step. Now more people are exception of Granada’s white coming through and getting many black and female Andrea Wonfor. into decent jobs.” The broadcasters freely admit Another important Asian faces in this is not just some moral breakthrough has been an crusade,though that is a factor. acceptance by advertisers that drama and There are sound pragmatic TV shows should reflect reasons,both commercially and modern British society by comedy’ in terms of connecting with including ethnic minorities as a audiences, for pursuing greater matter of course,according to Gurbux Singh put it, writing in ethnic diversity. Parminder Vir, a Carlton the Guardian last year: “What Demographically,it is a no- television producer, adviser on we need are sensible measures brainer.Ethnic minorities make race issues and one of the that will move television on up 7% of the UK population.But driving forces behind the CDN. from a situation in which race in the Midlands this figure rises “Commissioning editors used equality is talked about more to 12% and in London 30%. to argue that advertisers won’t than practised.” Moreover, a massive 80% of the advertise if there are too many This is where the CDN, ethnic minority audience — black or Asian faces in drama which was launched in October commanding annual disposable and comedy,” says Vir, who 2000, is supposed to come in. income of £32bn — is aged began working to improve All the network’s members between 16 and 35, the Carlton’s ethnic minority have signed up to targets for demographic most sought after representation in 1996. increasing ethnic minority by advertisers. “There’s been a big shift in the representation on and off Among TV executives from casting of ethnic minority talent screen. More importantly, the CDN is also spearheading efforts to implement practical measures to ensure these targets may actually be met. CDN members have all Parminder Vir: “There’s been a big shift in the casting of ethnic minority talent” agreed to require producers to include a diversity clause in Carlton already have such a the CDN, is also planning a programming area that still has programme proposals, resource.But now Channel 4, series of best practice seminars a“long way to go” in terms of indicating how the project will which has recently taken over at which members can share multicultural representation. be multicultural in terms of the chairmanship of the CDN ideas and networking events for “We will definitely be looking content and on- and off-screen from Carlton, has launched a TV industry workers from at what we do in that area, both talent. But this has led some three-month pilot of a diversity ethnic minorities. at the access points from the producers to complain that they database that eventually the Walker says the advertising comedy circuit and maybe the cannot always find the ethnic whole TV industry will be able recession means some CDN programme suppliers as well,” minority talent to be able to to use. members are “finding it harder she says. meet the diversity clause. Channel 4 managing editor of to meet their employment So far,so good. But in the In response, the CDN is commissioning Janey Walker, targets” and this is an issue that longer term,TV industry developing an industry-wide who is coordinating the needs addressing. She also insiders point to more Aaqil Ahmed: “When I started out,my background was a hindrance” talent database.The BBC and broadcaster’s chairmanship of highlights entertainment as a intractable problems that will Race in the media 7 ‘Ethnic minority staff ‘I haven’t found coming from an should be there ethnic minority a hindrance’ Now and executive-producing on merit, not be programmes including an award-winning documentary overpromoted. about the murder of Stephen Lawrence followed. That’s why I’m Younge moved to Channel 4 in March 1999,initially as deputy in favour of commissioning editor for multicultural programmes and targets not later as head of department. He came back to the BBC in quotas’ August last year to take up his current job. management figure, currently at “Historically minority 3.4%,is on its way to achieving programming has been the its 4% target by the end of 2003. route into TV for most blacks “There’s no short cut,” he says. and Asians,”Youngesays.“Some “There are now quite a lot of people felt they couldn’t get out, people from ethnic minority Pat Younge, BBC Sport’s head After three years working in but I enjoyed working in these backgrounds in middle of programmes and planning, LWT’s current affairs department areas.I never felt it was a ghetto. management levels, such as is one of the most senior as a researcher and producer, And it’s become much more series producer and deputy executives from an ethnic Younge moved to the BBC as a interesting because the debate editor. We’ve now got to bring minority background in the regional community affairs about race and culture is now them on. But people should get corporation. “Yes I am black, correspondent.In early 1996 he part of the mainstream.” there on merit,not be over- but I’m lots of other things too, was hired to create and series- promoted.That’s why I’m in and I also love TV,”he says. produce BBC2’s black current 66% of black Caribbean females favour of targets,not quotas.” Being a self-confessed “sports affairs magazine Black Britain. are in work (UK average is 69%) Samir Shah,who runs nut”,who played cricket for Jobs series-producing BBC1 Source: BBC Audience & Consumer Research independent producer Juniper, British universities,cannot current affairs strand Here and was appointed head of BBC have hurt his chance of landing current affairs by Dyke’s his current job.“I haven’t found predecessor John Birt 15 years coming from an ethnic minority ago and says he is “surprised” a hindrance,though I would be there are not more people from lying if I said some black and ethnic minorities in similar or Asian people haven’t,”he adds. higher roles now. “I just don’t Younge got his first break in TV believe there aren’t people working as a researcher on an from ethnic minorities who LWT regional current affairs could do the top director jobs show that took Lord Scarman at the BBC.” back to Brixton,10 years on Shah reckons one way for from his report into the causes people from ethnic minorities of the 1981 riots there. to give themselves a leg-up into the higher echelons of the BBC is to emulate white predecessors such as Michael ‘My skills are not to do with my colour’ Jackson and Mark Thompson and find mentors — “people The Big Breakfast and Hotel who will manage their careers”. Babylon,before going freelance Another problem identified as an assistant producer.She then at the entry level is that while worked on The Johnny Vaughan the overall number of ethnic Film Show and the pilot for the minority recruits to Denise Van Outen show broadcasting may be rising, Something for the Weekend. certain groups,such as African- However,following a period Caribbean men and Muslims, when she struggled to find work, remain woefully under- Irtizaali was approached by represented. independent producer Diverse and “I don’t think there’s a hidden took a job working on a Channel agenda,” says the BBC’s Ahmed. 4 documentary about the Kama “It’s just that for so many years Sutra,Position Impossible. the industry has worried mainly Other projects followed,working about total numbers and on BBC shows Bombay Blush and retention of ethnic minority Ghetto Fabulous. recruits.But now that should be But then Irtizaali,wary of the next push.” becoming typecast,turned down Younge also believes there a couple of multicultural projects. are some bigger issues that Instead she moved back into more theTV industry will have to mainstream light entertainment, confront as ethnic minorities working on E4’s Popworld for At move ever more into the It Productions and most recently mainstream.“Is the British writing and producing the pilot public ready for an Asian woman for a new mainstream music wearing a sari or a burkha on talent show for the same company. network TV talking about house Irtizaali says that in general she have to be tackled.The most colours to the mast on prices?” he says.“That’s a has found TV less prejudiced as an glaring is the lack of executives improving the corporation’s question about Britishness and industry than print journalism, from ethnic minorities at the multicultural record, in how much people from ethnic “I’ve never wanted to be labelled light entertainment background,I where she originally worked . most senior levels of particular on doubling the minorities have to compromise as a multicultural producer,” can write and I can do comedy.” management, which requires numbers in senior management to live here.” says freelance producer Syeda Irtizaali’s first TV job was as a BBC There is a higher than average a cultural sea-change in to around 30. Jason Deans Irtizaali,who was contacted news researcher,but her big break takeup of satellite/cable in traditionally white, male, Younge reckons the BBC through Channel 4’s new came when she landed a graduate black Caribbean households at middle-class organisations such internal culture is changing, 37% of Pakistani households have diversity database. traineeship at independent producer 39%;and slightly higher than as the BBC. helped by the increase in ethnic satellite and cable (compared to “I happen to be Asian,but as far as Planet 24,one of only four taken average in black African house- Pat Younge, BBC Sport’s head minority staff at lower levels: the UK average of 27%),while I’m concerned that is neither here on each year. holds at 33% (1998 figures) of programmes and planning, there are now around 2,000, or 95% have a TV,and 90% a VCR nor there.My skills are not to do She spent two-and-a-half years Source: BBC Audience & Consumer Research welcomes the fact that director 8.7% of the corporation’s total Source: BBC Audience & Consumer Research with my colour.I come from a there,working on shows including

PETERJILL MURPHY, MEAD general Greg Dyke has nailed his workforce. And the senior 8 Race in the media

collect information on the ethnic background of their ‘Once we subscribers, so it was hard to know just how many Africans could prove and Caribbeans were online. Once we could prove there was there was a real a real audience there, the big clients and agencies became audience there, interested,” he says. Tarat believes that only by the big clients remaining sensitive to the needs of specific communities, but at and agencies the same time providing the data and reporting that large became clients require,can ethnic media properties thrive. “We have a interested’ sales force of over 20 people,” he says. “And when we target, up by the national press. for example,the small business The BBC also plays an sector, we’re aware of the important role. As with its different etiquette required wider new media activities,the and so on. You’re talking about corporation’s public service role marketing to people who has increased in importance as haven’t necessarily been commercial competitors have marketed to before.” fallen by the wayside. But amid all this talk of The BBC runs both black and advertising models and market Asian sites that are designed not segmentation, it is important only to support programming to remember the essential but, increasingly,take the community function that sites initiative with new projects.The targeted at ethnic minorities BBC’s Asian Life site (bbc.co.uk/ continue to perform.Whatever asianlife) in particular has been your community or interests, singled out as providing an the web remains a valuable way authoritative and entertaining of ensuring those estranged guide to British Asian life. from their community, or keen Being a young industry, with to connect on a regular basis, a turbulent past,the internet are kept informed. “There’s has yet to evolve the kinds of nowhere else that can react to organisations and support a big news story from a black groups that exist in other media. angle as quickly as we can,” To address this need, Bunder is A truly world wide web? says Kusitor. looking to set up an association Leslie Bunder, co-founder for ethnic websites.“It’s a of Jewish.co.uk, one of several question of learning from one prominent Jewish sites in the UK another. We’ve all got the including TotallyJewish.co.uk, same issues and it’s all about agrees. “Speaking with people promoting identity,” he The internet has the potential to offer an immediate and in black, Asian or other diverse concludes,echoing a general communities is much more than feeling that, as more and more accessible interface for ethnic minority communities having a community homepage,” of the population go online, the he says.“These communities stage is set for the web to take are bred around real issues. As a an increasingly prominent role n its early, idealistic days commercial services, notably Darkerthanblue.com, a black sites aimed at ethnic website, we can communicate in in the ethnic media world. the web was heralded as Blackserve, launched by former music site originally backed by communities were forced a really effective way. They don’t Owen Gibson a force for democratic DoubleClick ad director Paul media giant Chrysalis, soon through necessity to grow cost a fortune to operate and change. According to the Castro. But the site,envisaged followed in its wake. slowly and carefully, a greater can make a real difference on 27% of black Caribbean early web revolutionaries, as a wide-ranging news and Fast forward to the boom percentage of them have important issues,” he adds,citing households own a PC,in line Ithe medium opened up the entertainment portal attracting years and the site was suddenly survived. “As in other sectors, a recent editorial criticising with the UK average world of publishing to everyone, advertising from big brands, attracting attention from the ones that survive will be Jewish Ali G creator Sacha Source: BBC Audience & Consumer Research regardless of nationality, race or lasted only a couple of months venture capitalists and the ones that take the whole Baron Cohen that was picked location. One of its essential before going the same way as investment houses. But even market.We’re now seeing more early advantages was that many a dotcom dream. then,they remained wary.“One visitors in a month than we used setting up a website was cheap, Now that the hype has long to see in six months. People quick and relatively easy. since faded, things have come ‘One incubator have stayed with us;we’ve been In those formative years of full circle; the remaining sites there on a daily basis for them the web’s development we catering for ethnic minorities estimated our for six years,” says Kusitor. saw a smattering of community are now attracting large and Clickwalla.com, part of a sites launched, aimed at loyal audiences and, with market was larger empire backed by Saffron ethnic minorities, and usually more professional ad sales Hill Ventures that includes the staffed by web enthusiasts or departments proving their worth £50bn, Asian Business Directory, a web run as a hobby from a back effectiveness, they are bringing design business and a marketing bedroom. Some,such as big money advertisers on board. but even then consultancy, is another site BlackBritain.co.uk, were Kofi Kusitor,founder of the attempting to take a more remarkably successful. BlackBritain network of sites, they said it was professional approach. The atmosphere changed has observed the rise and fall of Director of new media when big business got involved. the rest of the market with not big enough’ Michael Tarat, a former BBC In the dotcom boom years of interest. One of the first British producer and presenter on 1999 and 2000, when sites sites (in fact one of the first incubator estimated our market Network East, said that the goal covering everything from pet British African-Caribbean sites) was worth £40m-£50m but was for the company to become food to pedicures were to launch, it first appeared in even then they said it wasn’t big the biggest influence on ethnic launching every other week, you 1996 after Kusitor, from an enough,” recalls Kusitor. spend in the UK. might have expected a host of IT background, had been As well as being contracted Both Kusitor and Tarat sites aimed at this potentially converted to the web.“The idea to produce African-Caribbean believe that progress is being lucrative niche. was to cater for a community content for AOL UK,the made in attracting big-name When this didn’t happen, the that, at the time, wasn’t being network continued to grow advertisers keen to tap into a usual questions were asked as to targeted online,” he says.“In the organically, expanding to take traditionally hard-to-reach why. And we received the usual beginning we tried to get the in an ISP,a shopping site and a audience, including Jaguar, answer, namely that the people community papers and radio small businesses portal. Virgin, BT and BA. doling out the cash were — stations on board, but at that In common with many in the “There were two things to trot out the usual cliche — time everybody dismissed the wider industry, Kusitor feels against us when we started,” white, middle-aged, middle-class web and said it would never that those sites in the sector recalls Kusitor.“Firstly,we were City men. amount to much. So we decided that have survived the slump are on the web. Secondly, it was, for There were a few brave to do it ourselves.” Other sites well placed to take advantage want of a better word, a black

attempts to launch large-scale including BlackNation.co.uk and now.Ironically, because most thing. At that time, ISPs didn’t Survivors of the dotcom slump Black Britain and Clickwalla ELLIS TIM