HBS is partnering with UNESCO to bring two new courses to help shape the future of sports broadcasting:

Course 1:

An Introduction to Gender Transformative Sports Broadcasting

This introductory course on gender and sports broadcasting is aimed at production teams, including directors, senior producers and reporters. This is a theoretical course designed to encourage and develop gender transformative policies in content and production of sports broadcasting, considering the business case behind including gender policies in operational activities.

Learning objectives


By the end of the course, participants will:

  1. Understand the definition of gender terms in a sports broadcasting context
  2. Be better equipped to avoid or neutralise stereotypes of masculinity and femininity in sports broadcasting
  3. Consider ways in which the organisation may implement a procedure of checking for/eliminating gender based stereotypes in its editorial content, commercial messages/advertising
  4. Understand why gender should be equally represented amongst sources and experts cited, and the need to have a database of contacts of women news sources and women experts
  5. Consider the business case for gender transformative polices in sports broadcasting


By the end of the course the participants will be able to:

  1. Pass on the knowledge gained to their peers, including board members and senior management
  2. Analyse news articles, photos, comments from a gendered perspective
  3. Use tools supplied to self-assess their editorial content for gender bias
  4. Think critically about how women and men are portrayed, particularly in prime time
  5. Assess to what extent their broadcasts are challenging or reinforcing stereotypes
  6. Assess to what extent women and men are depicted as making contributions, decisions or victimised in sports broadcasting

Course Duration: 1 day

Maximum Attendee Number: 30

Attendees:  Board Members, Senior Management, Directors, Producers, Reporters, Presenters  and Journalists.


This is a joint project between UNESCO and HBS Broadcast Academy to further the aims of the 2030 Agenda and Sustainable Development Goals, specifically relating to gender equality. For media to be most effective in serving their communities, the range of broadcasters, print and online platforms must reflect the diversity and range of opinions of their audiences. This includes ensuring gender equality in sports broadcasting, where  women’s voices have declined in recent years. In fact,  a report released by the Institute for Diversity and Ethics in Sport at the University of Central Florida and commissioned by the Associated Press Sports Editors gave the industry an F for Gender.[1]

The way to ensure the industry improves on this grade is to have gender transformative actions in sports broadcasting media (including sports media online, in print and content diffused by private and public media) by practicing gender sensitive reporting and editorial decision-making.

In line with UNESCO’s Global Priority Gender, UNESCO is contributing to achieving full gender equality in the media by 2030. The Gender-Sensitive Indicators for Media (GSIM) provide a comprehensive framework for media to analyse their content and operations, and to address the attitudes, behaviour and practices that are obstacles to fairer gender representations. This course adapts the Gender Sensitive Indicators for Media into a sport broadcasting context in order to address gender stereotypes in editorial content.

Course content:

  • Short presentation on UNESCO and its action in Gender and the Media
  • Understanding of the concept of gender
    • What is gender?
    • What is gender parity?
    • What is gender equality?
    • What is gender bias in sports news?
  • Overview – the Gender Concept
    • The application of gender in and through the media. Definitions, concepts.
    • The application of gender through sports broadcasting.
  • Introduction to the Gender Sensitive Indicators for Media through sport.
    • Workplace Operations
    • Content & Portrayals
    • Advertising
  • How broadcasters can assist in achieving gender equality as part of the Sustainable Development Goals and the 2030 Agenda by ensuring gender sensitivity in editorial content
    • Portrayals of femininity in sports in and through the media
    • Portrayals of masculinity in sports in and through the media
    • Live broadcasting – what to do if the conversation or behaviour is not gender sensitive
  • The business case for a gender transformative sports broadcaster
    • Women as a share of audience revenue
    • The rise of women’s sports
  • Developing Actions Plans in your broadcasting organisation to achieve gender equality
    • Promoting gender equality in the workplace
    • Creating gender transformative policies

Course 2:


There are many examples of live sporting events being targeted by extremist groups, looking to take advantage of the huge public attention that these matches generate. If the unthinkable happens, broadcasting professionals should understand how they can ensure they respond in an appropriate manner. A major attack may lead to the automatic termination of the broadcast, but a smaller attack or one outside the event venue will often not. They will be required to step outside their day-to-day role and consider that their response will shape the experience of the attack for millions of viewers around the world.

Developed in conjuction with UNESCO, Responding to Terrorism is a theoretical and practical course designed to promote discussion of key steps to take in such an event, and encourage reflection on some of the ethical challenges present.

Learning objectives

  • To understand the global context of terrorism and how it relates to sporting events
  • To understand how broadcasters shape narratives around an attack
  • To be familiar with the key steps to take in the event of an attack

Course Duration: 6 hours

Maximum Attendee Number: 12

Attendees: Sports broadcasting professionals (including commentators, camera operators and broadcasting suite operators and directors)

Course content: The workshop is split into theory and practical courses, bridged by short breakout sessions divided by the specific function of each participant.

Part 1: Theory sessions (2 hours)

  • Introduction of terrorism in the context of sporting events
  • Terrorism, fear and stigmatisation – the media dynamic
  • Working as a team: Exploration of the role of each team member
  • Speaking to news media about your experiences
  • Taking precautions and ensuring personal safety and that of other team members

Part 2: Breakout sessions (2 hours)

  • For commentators:
    • Understanding the impact of words and sensitive terminology
    • Providing critical information to audiences
  • For directors:
    • When to cease broadcasting
    • Obtaining key information from authorities
    • Working with security services
  • For camera and broadcast suite operators:
    • The power of images: what to show and what not to show
    • Protecting privacy of victims and other individuals

 Part 3: Practical session/simulation (2 hours)

  • Participants split into teams, each with 1 commentator, 1 director, 1 broadcast suite operator
  • Discussion and sharing of key findings from breakout sessions
  • Simulator used to test an example of a terrorist attack during a sporting match
  • Review of the test match exercise and debrief with participants

By the end of the course, participants will be able to:

  • Respond effectively and professionally in the event of an attack
  • Provide key information for audiences and apply their existing professional skills during a crisis environment
  • Apply understanding of global context of terrorism into professional practices


HBS is a high-quality broadcast service company and is privileged to be the Host Broadcaster of the FIFA World Cup™ since 2002, as well as international events such as the Asian Games and the Southeast Asian Games 2015. HBS has worked with the best international events and brings the experience of preparing and managing the broadcast requirements of an international sports event.

Whether you are an organising committee, a sports federation or a national or international sports institution, the Broadcast Academy is able to help you in the creation, preparation and organisation of a tailor-made broadcast plan. Our turnkey workshops are designed to offer guidance on the following topics:

  • How to create a production plan and conduct quality control checks
  • Preparing the operational plan for the venues
  • Decision-making on broadcast servicing for the rights holders
  • Designing and building the IBC and ensuring perfect logistics
  • Engineering of broadcasting equipment to integrate with existing infrastructure
  • Managing media at the event
  • Recruiting, training and integrating staff
  • Monitoring of broadcast operations

The workshops make use of live events as case studies to educate the participants about all the various elements required to be ready to host an international event.


An International Broadcast Centre is the heart of the host broadcast operation and is the centre of television, radio, mobile and new media operations for the event, serving as the telecommunications hub for all national and international connectivity. Placed between venues and rights holders home operations the IBC is both a central component of the host broadcast operations and key component of the rights holders’ operation.

Since 1998, HBS experts have been involved in design and operation of more than 10 International Broadcast Centres including 4 major IBC’s built for FIFA World Cups™.

The Broadcast Academy by HBS will cover all aspects of an IBC for the benefit of the host broadcaster and the right holders.