Diversity at the BBC. Amanda Rice BBC Head of Diversity June 2010

Transcription

1 Diversity at the BBC Amanda Rice BBC Head of Diversity June 2010

2 Corporate Diversity Centre Strategic advice, guidance and support Kick starts and co-ordinates diversity initiatives/ projects Supports the business to enable managers to implement diversity priorities locally Mission : To provide inspiration and expertise to help ensure the BBC looks, sounds and feels more diverse and appeals to all our audiences Diversity - increasing relevance and revenues..

3 Diversity Framework Six Public Purposes reflecting the diversity of the UK s nations, regions and communities BBC Diversity Strategy Output; Audience; Corporate Strategy and Workforce Corporate Diversity Priorities Divisional Action Plans Aligned to business objectives

4 The Pan BBC Diversity Strategy Audiences Output and content Corporate strategy & 6 public purposes Workforce

5 Embedding Diversity in: Audience Activities Output & Content Audience Activities Engagement Research Feedback Measuring/ Monitoring -Reach -Share -Approval Output and Content Editorial Policy Subject matter -Informing -Educating Targeted Output Portrayal -Incidental, / -Central -Authentic -Sensitive -Nuanced

6 Talking Disability 11 million reasons why Eastenders % of people who say I specially choose to watch/listen to this Non-disabled population 20% Disabled population 6 O Clock News 21% Reaching all audiences - To capture insights from disabled people to inform creativity and decision making and ultimately our content Wogan (Radio 2) 17% Regulatory requirements OFCOM, Government

7 4 Key Insights 1 Need to move away from the old stock image of disability More disabled people in shows not about disability More disabled people in everyday situations BBC is market leader in accessibility online and access services offline but expectations remain very high

8 What s changed as a result - Divisional debriefs and creative workshops - National Disabled Talent Alert and Directory - Impact on content eg. Eastenders - Disability related awards during RADAR, Ability Media International; Mind Mental Health - Wider impact on audiences Educating and informing

9 Lesbian, Gay, Bisexual Portrayal /Inclusion Work WHY? A response to increasing concerns and feedback from the community WHAT? A time limited working group with remit to improve portrayal and inclusion of Gay, lesbian and Bi-sexual audiences HOW? - Specifically commissioned research; - Broader consultation and engagement; - Report to Diversity Board with recommendations to influence change within programme making /commissioning

10 The Research To gain a deep understanding of how both the LGB audiences and heterosexual audiences view the BBC s LGB portrayal. Desk Research Qualitative - interviews and individual analysis of editorial scenarios Quantitative Online Consultation (9,500 respondents)

11 What we hope to achieve - Establish desired approach and role in portraying LGB audiences - Explore/ clarify principles that should guide editorial decisionmaking - Identify specific editorial implications and opportunities for programme makers in relation to: Language, Visuals, Tone, Talent, Next Steps Scheduling, Genre Platform and - Share all findings with editorial community Brand and beyond - Make recommendations - workshops, guidelines etc - Continue to build on relationships built with LGB communities

12 Other Examples Output/ Audience focused work - Regional Portrayal Study - - Responding to feedback : Focus on specific communities - Portrayal Monitoring - broadcaster snapshot and analysis - Planned work on Gender for Live Insight (young people) - Editorial Complaints Unit -

13 Embedding Diversity in: Corporate Strategy Workforce Corporate Strategy Performance measurement -Alignment to business - Diversity Screening -Effective PR - Compliance! Workforce Monitoring and reporting -Diversifying the employee pool - Targets -Access to Work -Programmes Extend/ MDP - Succession planning

14 Other Examples Workforce Learning and Development - 20/20 Vision Diversity sessions - Disability Confidence - Diversity Senior Manager training Online Development Champions Network -

15 Other Examples Corporate Strategy - Partnership Initiatives - Preparing for new legislation - Benchmarking and learning -Mainstreaming via diversity screenings

16 Questions?