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Director General of\u00a0Georgian Public Broadcaster, Chair of\u00a0the\u00a0EBU Gender Equality steering group) and\u00a0Madiana Asseraf-Jacob (Head of Business Development \u2013 EBU<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1″ admin_label=\u00a0\u00bbEpisodes\u00a0\u00bb _builder_version=\u00a0\u00bb4.5.6″ background_color=\u00a0\u00bb#1a1844″ custom_padding=\u00a0\u00bb0px||0px||false|\u00a0\u00bb top_divider_color=\u00a0\u00bb#1a1844″ top_divider_height=\u00a0\u00bb12vw\u00a0\u00bb top_divider_flip=\u00a0\u00bbvertical\u00a0\u00bb top_divider_arrangement=\u00a0\u00bbabove_content\u00a0\u00bb top_divider_height_tablet=\u00a0\u00bb60px\u00a0\u00bb top_divider_height_phone=\u00a0\u00bb60px\u00a0\u00bb top_divider_height_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.5.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb50px|||||\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.5.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][et_pb_image src=\u00a0\u00bbhttps:\/\/www.csa.be\/egalitediversite\/wp-content\/uploads\/sites\/2\/2020\/10\/RH_PHOTOS_Tinatin.jpg\u00a0\u00bb title_text=\u00a0\u00bbRH_PHOTOS_Tinatin\u00a0\u00bb _builder_version=\u00a0\u00bb4.5.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb30%\u00a0\u00bb max_width=\u00a0\u00bb30%\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1″ admin_label=\u00a0\u00bbEpisodes\u00a0\u00bb _builder_version=\u00a0\u00bb4.5.6″ background_color=\u00a0\u00bb#1a1844″ custom_padding=\u00a0\u00bb0px||0px||false|\u00a0\u00bb top_divider_color=\u00a0\u00bb#1a1844″ top_divider_height=\u00a0\u00bb12vw\u00a0\u00bb top_divider_flip=\u00a0\u00bbvertical\u00a0\u00bb top_divider_arrangement=\u00a0\u00bbabove_content\u00a0\u00bb top_divider_height_tablet=\u00a0\u00bb60px\u00a0\u00bb top_divider_height_phone=\u00a0\u00bb60px\u00a0\u00bb top_divider_height_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.5.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb50px||51px|||\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.5.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.5.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_text_color=\u00a0\u00bb#ffffff\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb custom_margin=\u00a0\u00bb||50px|||\u00a0\u00bb custom_padding=\u00a0\u00bb1px|||||\u00a0\u00bb]<\/p>\n
The CSA discussed with Tinatin Berdzenishvili (<\/span><\/b>Director General of\u00a0<\/span><\/b>Georgian Public Broadcaster, Chair of\u00a0<\/span><\/b>the\u00a0<\/span><\/b>EBU Gender Equality steering group) and\u00a0<\/span><\/b>Madiana Asseraf-Jacob (Head of Business Development \u2013 EBU) about the\u00a0<\/span><\/b>EBU\u2019s work on gender equality\u00a0<\/span><\/b>\u00a0<\/span><\/p>\n Tinatin Berdzenishvili is\u00a0<\/span>Director\u00a0<\/span>General\u00a0<\/span>of Georgian Public Broadcaster (GPB) and has been chairing the European Broadcasters Union (EBU) gender equality steering group for the past two years.<\/span>\u00a0<\/span><\/p>\n The\u00a0<\/span>steering group published the\u00a0<\/span>report\u00a0<\/span>\u201cAll Things Being Equal. Gender Equality Guidelines from Public Service Media\u201d<\/strong><\/em>\u00a0<\/span>several<\/span>\u00a0month ago. It\u00a0<\/span>is the result of the joined effort of the eleven EBU members forming the group.<\/span>\u00a0<\/span><\/p>\n \u00a0<\/span><\/p>\n What were the origins of the\u00a0<\/span><\/b>report<\/span><\/b>\u00a0<\/span><\/b>?<\/span><\/b>\u00a0How did<\/span><\/b>\u00a0it\u00a0<\/span><\/b>start\u00a0<\/span><\/b>?<\/span><\/b>\u00a0<\/span><\/p>\n This project was born out of a discussion with Tony Hall,\u00a0Director\u00a0General of the BBC and,\u00a0at the time,\u00a0President of the\u00a0EBU. He expressed the wish to mark his presidency by a strong and collective effort. In February 2019, he presented a proposal to the EBU\u00a0Executive\u00a0Board to\u00a0set up\u00a0a\u00a0Gender\u00a0Equality steering group. The objective was\u00a0to identify and compare success stories among members in their gender equality politics, focusing on equality within media\u00a0organisations\u00a0themselves, especially at the level of human resources and management bodies.\u00a0<\/em><\/p>\n The EBU Executive Board approved\u00a0and eleven EBU members, representing the geographical and cultural diversity of the\u00a0organization, came forward and proposed candidates to contribute to the missions of the steering group. I was appointed as\u00a0Chair of the\u00a0Gender Equality\u00a0group.\u00a0<\/em><\/p>\n The Author of the report\u00a0is Claudia Vaccarone \u2013 who was coordinating the group very efficiently and with high professionalism\u00a0from the EBU side, let me thank her for the great efforts and enormous job she has done for the Gender Equality Group.\u00a0\u00a0<\/em><\/p>\n The report sets out guidelines on gender equality policies. Its aim is to\u00a0inspires\u00a0the\u00a0members to pursue gender equality in their own\u00a0organizations, to dismantle gender stereotypes,\u00a0to\u00a0build a culture and\u00a0develop new policies in a fresh, inclusive perspective. This report is also a mirror of our own practices, as members also included stories about their own\u00a0organizations. It is a self-helping guide for both EBU\u00a0members and media\u00a0organizations\u00a0in general. It is not a feminist manifesto, our aim being that it inspires both men and women.\u00a0<\/em><\/p>\n \u00a0<\/span><\/p>\n What methodology did you use to carry out this work?\u00a0<\/span><\/b>\u00a0<\/span><\/p>\n The steering group was set up to represent the full geographical and cultural diversity of our\u00a0<\/em><\/span>organization.\u00a0This group\u00a0analyzed\u00a0the best gender equality practices among public media broadcasters and identified diverse policies that could be implemented.\u00a0Based on\u00a0these\u00a0data, the report produces a series of recommendations, actionable tips and case studies from the EBU members. These narratives provide the opportunity for EBU members to learn from each other, and to identify practical steps that other media\u00a0organizations\u00a0can take.\u00a0Most of the work consisted of collecting data from the very wide range of EBU members.\u00a0\u00a0<\/em><\/p>\n The report identifies strategic goals to underpin media\u00a0organizations\u00a0in\u00a0gender equality implementation: diagnose the issues, set up effective workplace policies to support equality of\u00a0opportunity and enable a positive workplace culture throughout flexibility, leadership and\u00a0behaviors\u00a0to retain talents. Involving both men and women in the\u00a0process\u00a0and ensuring their equal participation is also vital for success.\u00a0<\/em><\/p>\n You will find very easily in this report how to\u00a0start:\u00a0assess the situation using the data, engage everyone \u2013 men and women \u2013 introduce policies that enable gender equality and focus on\u00a0corporation\u00a0culture, etc.\u00a0\u00a0I think that\u00a0starting from data is essential.\u00a0The data will\u00a0guide media\u00a0organizations\u00a0and help them introducing policies that enable gender equality within their\u00a0organizations. Another important aspect is also to involve both men and women in the discussion\u00a0and\u00a0remaining attentive to the culture of each country.\u00a0<\/em><\/p>\n \u00a0<\/span>\u00a0<\/span><\/p>\n What levers did you identify to promote gender equality within the human resources of media\u00a0<\/span><\/b>services ?<\/span><\/b>\u00a0<\/span><\/b>\u00a0<\/span><\/p>\n It is obvious that gender equality cannot be achieved without appropriate leadership. A top-down approach is indeed essential, as change must come from above.\u00a0<\/em><\/span>For\u00a0this to happen, the leadership must desire gender equality, and be deeply convinced of its benefits. It is therefore necessary, as a first step, to make leaders aware of the urgency and the benefits such measures. To achieve this objective, various strategies have been identified by the group:\u00a0\u00a0\u00a0<\/em><\/p>\n All of this will\u00a0help to raise awareness among leaders and give them the concrete means to achieve greater diversity in their respective\u00a0organizations.\u00a0\u00a0<\/em><\/p>\n \u00a0<\/span>\u00a0<\/span><\/p>\n Do you have specific advice for larger\u00a0<\/span><\/b>organizations<\/span><\/b>, such as public service media structures?\u00a0<\/span><\/b>\u00a0<\/span><\/p>\n In<\/em> larger\u00a0<\/em><\/span>organizations, a good\u00a0idea is to have a person specifically assigned to diversity and\/or gender equality.\u00a0Indeed, we observe that very often, especially during critical or tense periods such as the current health crisis, these issues tend to take a back seat due to lack of time or resources.\u00a0Having a person dedicated to equality or diversity helps to maintain a constant and focused attention on these issues, regardless of the context. We have examples in\u00a0different\u00a0media\u00a0organizations\u00a0in Germany, Finland or Belgium, where people are \u201chead of diversity\u201d or \u201chead of gender equality\u201d.\u00a0<\/em><\/p>\n In smaller structures, where the creation of a specific position is not an option, these functions can be taken over by other managers, such as HR or marketing managers, by adding diversity to their job profile.\u00a0\u00a0<\/em><\/p>\n There is no\u00a0single\u00a0recipe\u00a0for achieving gender equality.\u00a0<\/em><\/p>\n In terms of recruitment, the introduction of quotas can also be a useful starting point. While this is obviously not an ideal, it is often a necessary first step, in the absence of other levers, towards greater equality among\u00a0the\u00a0staff.\u00a0\u00a0<\/em><\/p>\n In general, we believe it is necessary to encourage leaders to rethink what is happening in their own\u00a0organisations\u00a0and\u00a0to motivate people and communities.\u00a0We have the feeling that something is changing, and\u00a0we\u00a0have to think about that.\u00a0<\/em><\/p>\n \u00a0<\/span><\/p>\n Do you think public service media have a specific role to play in the\u00a0<\/span><\/b>implementation of gender equality\u00a0<\/span><\/b>and in the evolution of society towards greater equality?\u00a0\u00a0<\/span><\/b>\u00a0<\/span><\/p>\n Of course they\u00a0do !\u00a0It is clear that the way the media portray society has the power to change and shape it. In this sense, on-screen representation directly influence society. It is not only a matter of how\u00a0many women are represented but also of how women are represented : stereotypes are conveyed through the media, and there is an urgent need to portray women realistically, to give them their full democratic role in society. Public service media have a\u00a0key role\u00a0here.\u00a0\u00a0<\/em><\/p>\n The\u00a0public service media\u00a0have a democratic mission:\u00a0addressing the nation,\u00a0representing\u00a0the\u00a0society in all its diversity. This should not just be\u00a0words,\u00a0we have to implement it in our real lives. It is essential that the contents reflect an image of society as it really is.\u00a0\u00a0Also, to reach this\u00a0equality\u00a0on-screen, parity inhouse needs to be insured first.\u00a0<\/em><\/p>\n During the COVID 19 crisis, GPB took a variety of initiatives to promote gender equality. During the lockdown, when everyone had to stay home,\u00a0we started TV programs from home to home:\u00a0\u00a0The joint project of the GPB and the UN was aiming support to children and parents during isolation, featuring\u00a0fathers reading books to their children.\u00a0While the musical\u00a0program\u00a0\u201cAcoustics\u201d\u00a0was showing the daily life of musician women, highlighting their creativity and professional activities during lockdown. These contents aimed, in a playful and light-hearted way, to promote a more egalitarian vision of society and family, and to remind people of the crucial importance of these subjects, even in times of crisis. The feedback has been numerous and enthusiastic, proving that more than a question of budget, the promotion of equality and diversity is sometimes simply a matter of editorial choice : everyone can act at his or her own level, you don\u2019t need huge budget or huge\u00a0resources\u00a0to do it.\u00a0<\/em><\/p>\n \u00a0<\/em><\/p>\n The report is now finalized and published. What are the next steps in the project?<\/b>\u00a0<\/p>\n The work of the steering group lasted two years. I am particularly proud to have been able to complete it, having carried out this mission and my full-time job at the\u00a0Georgian Public Broadcaster.\u00a0\u00a0<\/em><\/p>\n At the GPB\u00a0level, different challenges lie ahead, such as the implementation of the BBC 50\/50 project for radio media. More broadly, we are also working to implement policies to promote equality and diversity in all our content: series, entertainment, news programs, etc.\u00a0In addition, the steering group’s report was recently translated into Georgian and published. It\u00a0is generally very well received by non-governmental organizations and grassroots associations (women’s organizations, etc.). It was particularly important for us to obtain the adhesion of these structures. Awareness-raising is taking place in the field, which is a very encouraging first step.\u00a0<\/em><\/p>\n The next steps for the EBU\u00a0are now to\u00a0focus on diversity in broader sense, but gender equality is still a priority for the organization.\u00a0Something is changing and\u00a0the\u00a0EBU\u00a0has interest in seizing this opportunity and continuing to insist on the importance of developing these subjects.\u00a0Globally, we are\u00a0currently witnessing a snowball effect: the subject is evolving in industry, in society, and is becoming more and more important. We are very optimistic about this.\u00a0<\/em><\/p>\n Madiana Asseraf-Jacob (Head of Business Development \u2013\u00a0EBU)\u202fadds\u00a0regarding the next steps for the EBU:\u00a0\u00a0\u00a0<\/em><\/p>\n Bringing gender issues to the attention of the sector and raising awareness of the importance of greater diversity is the first step in the process, and there is obviously a long way to go before reaching the ideal scenario where mentalities will have structurally evolved. The work of the steering group has led to an in-depth awareness-raising among public service media managers, and some changes are already visible, such as the fact that more women are reaching management positions\u00a0(e.g. in the EBU).\u00a0<\/em><\/p>\n The next steps for the\u00a0EBU\u00a0will be to continue this awareness raising and to exchange best practices, not only on the internal organization of media structures but also on the way women are represented on screen and on the airwaves.\u00a0Moreover, the issue of gender representation in\u00a0Boards\u00a0is also one of the priorities within the group.\u00a0\u00a0<\/em><\/p>\n Another step for the EBU is\u00a0to address diversity in a broader way, by developing tools to promote equality and inclusiveness in terms of age, sexual orientation, disability,\u00a0ethnic origin. These issues are of course already addressed by public service media, but they deserve to be structured in the same way as gender equality is today: communicated and promoted at all levels, up to the highest levels of public service media.\u00a0<\/em><\/p>\n \u00a0<\/em><\/p>\n What advice would you give to young women who would like to take the helm of a public service media?<\/b>\u00a0<\/p>\n My advice would be, very simply, not to be afraid and to seize the opportunities. If\u00a0I am a\u00a0\u201crole model\u201d, it is not because I am a woman, but because I started in television as an intern, and then built my entire career there by seizing every possible opportunity. Girls need to realize that running a public service media or holding a position of responsibility is not a fairy tale: it is a realistic, possible, attainable goal.\u00a0I believe that since my appointment, people\u00a0have\u00a0started\u00a0to realize that it is\u00a0actually possible\u00a0for a woman to be a CEO. 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and\u00a0Madiana Asseraf-Jacob (Head of Business Development \u2013 EBUThe CSA discussed with Tinatin Berdzenishvili (Director General of\u00a0Georgian Public Broadcaster, Chair of\u00a0the\u00a0EBU Gender Equality steering group) and\u00a0Madiana Asseraf-Jacob (Head of Business Development \u2013 EBU) about the\u00a0EBU\u2019s work on gender equality\u00a0\u00a0 Tinatin Berdzenishvili is\u00a0Director\u00a0General\u00a0of 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