BBC shows will have to meet diversity quota
England striker scored with free school meal campaign after joining US rap star’s social justice movement
ALL new BBC programmes will be required to meet a 20 per cent diversity quota as part of a drive to address inequality in response to the Black Lives Matter campaign.
Programme-makers must demonstrate that at least one-fifth of the production team – writers, directors and crew – are from a diverse background in order to get the show commissioned.
Lord Hall of Birkenhead, in one of his final acts as director-general, also announced that the BBC would spend £100 million of its television show budget over the next three years on “diverse and inclusive content”.
The quota comes into effect from April next year. The definition of diversity includes people with disabilities and those from poorer socio-economic backgrounds. But Lord Hall indicated that the focus was on those from BAME backgrounds by linking the diversity drive to George Floyd, whose death after being arrested by police in Minneapolis sparked protests worldwide.
“The senseless killing of George Floyd – and what it tells us about the stain of systemic racism – has had a profound impact on all of us,” Lord Hall said. “It’s made us question ourselves about what more we can do to help tackle racism and drive inclusion within our organisation and in society as a whole.
“This is our response – it’s going to drive change in what we make and who makes it. It’s a big leap forward.”
The work is being spearheaded by June Sarpong, the BBC’S director of creative diversity, who said the “bold steps” would help make the corporation “an instrument of real change”.
Ms Sarpong said: “As a black woman, I feel and share in the pain that so many are feeling worldwide. It makes it all the more important that we show up now not just with words but with meaningful action.” In order to comply with the mandatory quota, production companies will be expected to audit staff on race, disability and socio-economic background.
The £100 million investment ringfenced for diverse television content covers all genres, including drama, children’s programmes, education and current affairs documentaries. It will cover shows that meet at least two of the following priorities: diverse stories and portrayal on-screen, diverse production teams and talent, and diverseled production companies.
Yesterday, more than 4,000 presenters, actors, directors, writers and producers signed an open letter challenging the film and television industry to “put its money and practices where its mouth is” on diversity.
Signatories including Chiwetel Ejiofor, David Oyelowo, Meera Syal, Anita Rani and Gurinder Chadha, supported by white actors such as Colin Firth, Stephen Graham and Jodie Whittaker, said messages of support for Black Lives Matter were “a first step” but the industry must do more “after decades of enabling racism in your ranks”.
The letter said: “Our stories and experiences can no longer be limited to being backdrops for white narratives and protagonists. Until we are able to show our full joy, grief, fear, history, pride and all the other myriad of emotions and experiences, then you are simply upholding the status quo and enabling a society that keeps white people comfortable in their racism and black and brown people perpetually dehumanised.”
‘It’s going to drive change in what we make and who makes it. It’s a big leap forward’
WHEN Marcus Rashford forced the Government into an about-turn on providing free school meals, he earned himself the admiration of the country and the praise of the Prime Minister.
But behind the scenes he had an even more unlikely ally in Jay-z, the billionaire rapper, who told his talent agency that he was “extremely proud” of what the 22-year-old had achieved.
The English and Manchester United striker has become the latest sports star to join the American’s Roc Nation agency, which sees itself as a “movement” and is helping celebrities use their platforms to campaign for social justice.
Whilst sports stars were once expected to steer clear of politics, Rashford is one of a new breed of sportsmen standing up for what they believe in – in what Roc Nation describes as the “New World”.
Rashford signed to the agency in April this year, The Daily Telegraph can reveal, and they now represent him in all his philanthropic work as well as PR and marketing.
“We don’t really consider ourselves a traditional agency, we really are a movement,” said Michael Yormark, president of Roc Nation Sports International, who added they are “protecting and defending those that can’t protect and defend themselves”.
Founded as a music talent agency by Shawn Carter, who goes by the stage name Jay-z, their artists include his wife Beyonce, singers Rihanna and Alicia Keys and a number of prominent rap stars.
After signing up stars of American sports, such as Kevin Durant, the basketball player, Dez Bryant, the NFL athlete, and Floyd Mayweather Jr, the boxer, the agency moved into football.
They signed up Bayern Munich’s Jerome Boateng in 2015 and now represent a host of Premier League players including Manchester City’s Kevin de Bruyne and Aston Villa’s Tyrone Mings. They also signed Siya Kolisi, who captained South Africa’s Rugby World Cup winners last year.
They choose their talent not because of who they are on the pitch, but who they are as people, Mr Yormark said, and the “common thread” is that they are “all wonderful human beings who want to give back to their communities”.
In turn, they believe that their focus on philanthropy and social justice is what attracts people like Rashford to sign on the dotted line.
“We look for those figures who stand for something beyond just the sport that they play,” said Kelly Hogarth, director of brand strategy, who represents Rashford.
While events have been cancelled it has given them the time to work on what their stars want off the stage and pitch, and many have been involved in fundraising for the coronavirus response Mr Yormark describes it as the “New World” as the “best way to build a brand is through community, philanthropy and social justice issues”.
The philanthropic arm of Roc Nation has helped build schools in the Dominican Republic for baseball player Robinson Cano and assists in running Rihanna’s Clara Lionel Foundation which funds education and emergency response.
In Florida, the company led a campaign to clear 11-year-old Jabari Talbot, who was arrested at school for refusing to stand for the Pledge of Allegiance.
The political pressure was echoed in Rashford’s campaign, for which he wrote letters to MPS and talked to his fans directly.
“What he did transcended race, transcended any social unrest that we’re experiencing,” Ms Hogarth said.
“This was a 22-year-old young man who was saying: ‘No child should be going hungry in this country’.
“And even if you were the meanest person in the world it was an argument you just couldn’t fight against.
“He was able to resonate with so many people by just being himself.” The impact of his campaign was recognised not only across the country including in Downing Street, but in a virtual board room on the other side of the pond.
“We had a company wide call this week and our owners, including Shawn ‘Jay-z’ Carter, addressed what he just achieved and spoke on just how proud as a company we are of him.”
Sports stars “need to be leaders, they need to set the example,” Mr Yormark told The Telegraph.
“These artists and athletes are so fortunate to have incredible platforms and they have to use them.
“Marcus is such a shining example of how they use those platforms to do good work in their communities and their countries to help those in need, to help those that can’t protect or defend themselves.”