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Digital & Media Generation XX Series | 19.10.17

Women’s Sport on TV

The road to media ‘normalisation’.

London 2012 was a breakthrough moment for women’s sport broadcasting. With every event screened live on British public service broadcaster the BBC, the home nation tuned in and embraced a new wave of sporting heroes in its millions.


The exploits of the likes of Jessica Ennis, Laura Trott, Gemma Gibbons, Victoria Pendleton, Katherine Grainger, Nicola Adams and Charlotte Dujardin catapulted them into the hearts of the British public and made household names of a generation of female athletes.

It was a landmark moment for the BBC too. And since that point, BBC Sport has beefed up its coverage of women’s sport to the extent that now, according to Stuart Rowson, BBC Sport’s Younger Audiences Editor, women’s sport now makes up 25-30% of BBC Sport’s output. And, according to Rowson in the short video above, the direction of travel is set firmly in one direction.


Stuart Rowson was speaking at a Leaders Generation XX Series Think Tank event. The Leaders Generation XX Series is designed to provide a year-round platform to discuss and stimulate growth in women’s sport ─ forging better understanding and connections between sport and business to develop the conversation and accelerate the pace of change. This will be done through a series of physical events and regular online content.

Leaders Week New York

21-24 May 2018


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