Karen Carney (right) regularly covers football on various channels. Photo: Getty Images/Michael Regan
Male commentators now find it harder to break into television than women unless they offer “something different,” says one sports rights executive.
Barney Francis, executive vice-president of media giant IMG, says women are finding it “much more difficult” to find male talent as the sector is being “enlightened” by more female voices.
Speaking at the event alongside outgoing BBC sports director Barbara Slater, Francis also predicted that viewers would eventually hear commentary via artificial intelligence. Still, Francis says the most pressing challenge for retired male players looking to break into the media is that they have to offer something unique.
“I think it's much harder to get recognition now as a male commentator than as a female commentator,” he said. “If we just look and hear the same tone of voice, type of analysis, it becomes tiresome.”
Francis' comments come two weeks after former England manager Kevin Keegan sparked controversy by saying he “had problems” with female football pundits talking about the men's team.
Speaking after talking to sports directors at Leaders Week at Twickenham Stadium, he added: “During lunch I bumped into an agent downstairs who said, 'Can I talk to you about my client list?' and they were all men and this is not discrimination. But I said the only chance they have to break through is if they are going to offer something new.”
Francis explained that Micah Richards “really bought something different” as did “Gary Neville a few years ago when he was starting out.” He added: “To be a male football commentator, you now have to bring something new,” he said, before moving on to the situation in the women's game.
“I'll just give three examples: Jill Scott, Karen Carney, Emma Hayes – they're all very different in what they bring. Super talented in what they bring, very different approaches, very different tone. And it’s so educational.”
TNT Sports presenters (from left): Lynsey Hipgrave, Laura Woods, Jules Breach and Reshmin Chowdhury
During a discussion in front of a small audience , Slater also reflected on the industry having “really changed” for women trying to establish themselves in broadcasting. “I would say that over the years we have been privileged to have some absolutely outstanding female talent,” she said.
“We're talking about Sue Barker, Clare Balding, Hazel Irwin and Gabby Logan, who are absolutely consummate professionals at the very peak of their careers. This may make it difficult for newcomers to arrive.
“But I think we have some really exciting new talent. I think it's great to see the new generation not having to question their role like they may have done in the past. They are simply an integral part of first-class lighting. And I honestly think any team is better when it has a mix of voices.”
Francis and Slater discussed IMG's management of the BBC's upcoming live match broadcasts, studio presentations and major programs for the women's world. Cup. IMG had a dedicated production team working in the English camp for the BBC's digital and news channels. Slater expressed satisfaction with figures showing eight in 10 television viewers watched the Lionesses' final defeat to Spain.
She also spoke about the pressure on “sustainability” at future major BBC events, given the apparent travel ban for staff covering the Paris Olympics. She also discussed how the “financial budget” and the “carbon budget” influence whether journalists and commentators go to cover events or cover them remotely.
“There might be some event, like cycling, where the commentators will be behind the monitor anyway, but there will be some events where the playing field, being around and watching the playing field will have a significant impact on the commentary,” she added. .
“So I just think it's an integral part of our planning now. If we can, we will send people by train. As far as I know, everyone who works for us in Paris for the Olympic Games will travel by train. We sent part of the team to Budapest by train. So this is very much part of our thinking, and on this basis we will have to make difficult choices. And remote technology is constantly improving.”
Francis added that “the best commentary for any sport will still be that done by people sitting on the portal,” but noted that the development of “AI” instant translation is indeed interesting.”
IMG distributes Premier League content around the world, and Francis said that “there will come a point where, with instant translation, commentary, words, the only words used by two people on Gantry will be instantly translated into 15-20 different languages, and then simply disappear as part of the broadcast to any licensee around the world.”
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