Bola Fatimilehin (BBC, UK) explains how the British Broadcasting Corporation takes it seriously how women are presented in the media and how gender indicators regarding consumers would be useful.

The BBC takes gender equality very seriously. As the BBC's diversity manager I can say that as far as work-related gender issues are concerned, the BBC is doing quite well. Across the organization, approximately 50% of staff are women; at senior management level the figure is 38%. One of the areas we'd like to understand better in terms of our output, is the impact gender portrayal has on our audiences—consumers of BBC output. For example, at BBC we care about how women and men are portrayed in our output and are keen to avoid inappropriate gender portrayal—which would no doubt impact on audience perception. Key questions are: what are the key audience indicators to report on over time? How do we make these indicators relevant across different output, i.e. TV, radio, online etc?