Media4Diversity

Programme Description:

The BBC is one of the world’s leading media organisations. Its mission is to enrich people’s lives with programmes and services that inform, educate and entertain. They see their audiences as being at the heart of everything that they do. How to reflect and engage these audiences is a BBC priority. The BBC Diversity Centre is responsible for ensuring that the BBC is legally compliant with all antidiscrimination legislation, hard-wiring diversity into the DNA of the BBC through the Diversity Strategy which is comprised of 4 elements - employment, output, audiences, strategy and business planning. In 2006 an Editorial Executive of Diversity was hired to assist BBC Vision (responsible for BBC TV channels) with delivering authentic representation of the audiences they serve.

By establishing clear goals in diversity employment the BBC can measure and fully evaluate an initiative when it has run its course. To achieve these targets certain initiatives have been put in place. The Mentoring and Development Programme is aimed at potential senior managers. The aim is to increase the chances of underrepresented groups of staff (ethnic minority and disabled) reaching Management positions. Currently in its first year the programme includes constant evaluation and feedback from those involved.

An Access Unit provides support for staff with disabilities. Individual needs assessments are carried out and support and advice given when requested. The EXTEND programme offers people with disabilities a 6-month paid internship in different areas of the BBC. This gives people the opportunity to network and learn how the BBC functions so that when they apply for a job they know the system they are entering in to. Knowing where and how to target diverse groups is essential for their inclusion within the BBC workforce. The BBC is targeting people through many different avenues: university fairs in regions with large populations of ethnic minorities, being involved in industry networks aimed at improving diversity in the workplace and using new office locations to attract different groups of people. Monitoring is also essential for setting targets. In 2006 the Diversity Centre commissioned a Portrayal Monitoring Research programme to provide an idea of on screen portrayal across the BBC within a composite two-week period. The research focused on gender, race and disability.

The BBC has a variety of diversity related training courses ranging from online training to practical courses in how to reach out and find diverse contributors. This helps to produce inclusive programming and supports other initiatives by laying a clear foundation of understanding.

Challenge:

Policies not being followed and staff being discriminated against while working at the BBC.

Solution:

Each time a case is highlighted to the BBC systems can be improved to try and ensure it doesn’t happen again. A recent case involving discrimination against a blind member of staff was settled before the final hearing. As part of the settlement Disability awareness training is being rolled out to all BBC News Staff.

Impact and Success Stories:

• Over 3 years the BBC has increased the number of staff with disabilities from 2.7% to 4.7%.
• In 2006 the BBC won half of the 20 awards at the Race in Media Awards.
• The BBC won the Media Organisation of the year award for the second year running for their significant contribution to public appreciation and understanding of race relations, integration and diversity in Britain.

Quotes:

“The BBC finds targets useful as they get people to think about initiatives they need to take in order to meet the targets set”. BBC

“The BBC aims to be a true reflection of the nations and regions we serve, both in terms of output and employment. We’re working hard to create the kind of workingenvironment and culture that recognises and values people’s differences.” BBC