BIA Advisory: 2021 State of Women in Local Broadcast TV

BIA Advisory: 2021 State of Women in Local Broadcast TV

TVB NEXT Women commissioned BIA Advisory Services to conduct a 2021 survey on the state of women in the local broadcast TV industry. The survey was administered in March/April 2021, with the intent of identifying opportunities and challenges for women’s advancement, career development and diversity.

Survey Overview

Online Survey: 351 respondents who currently work in the broadcast TV industry

Video Interviews: Angela Betasso, President & CEO, JDA.media; Kathy Doyle, EVP, Local Investment, MAGNA Global; Missy Evenson, VP of Sales, Local Media, Scripps; Pam Forsyth, GM WICU/WSEE-TV, Lilly Broadcasting; Brenda Hetrick, Chief Revenue Officer, Matrix; Alejandra Santamaria, VP, Director of Sales, Univision; Karen Youger, SVP, Sales Operations Gray Television

Race/Ethnicity: 83% White/Caucasian, 8% Hispanic, 5% Black/African American, 4% Other

Gender: 99% Female, 1% Male

Survey Highlights

To request the survey takeaways PDF, contact us here.

Thought Leaders on Advancement Opportunities

Missy Evenson, VP of Sales, Local Media, Scripps

We wrote a rule book in the broadcast industry 60 years ago (that we should have burnt 25 years ago). Especially in regard to women, let’s change, let’s push forward and see what it’s going to take.”

– Missy Evenson, VP of Sales, Local Media, Scripps

Brenda Hetrick, Chief Revenue Officer, Matrix

“The greatest opportunities in media are 1) ad-sales and 2) technology. People who can combine the two – innovative thinking for selling media with an understanding of the process and how ads are delivered – will win.”

– Brenda Hetrick, Chief Revenue Officer, Matrix

Communicating Concerns

 Kathy Doyle, EVP, Local Investment, MAGNA Global

“I encourage my team to tell their story, or it won’t be told. Let people know what you’re doing and what you’re about. You deserve the recognition; don’t be afraid to call it out.”

— Kathy Doyle, EVP, Local Investment, MAGNA Global

“She who asks the questions controls the conversation. I have found women often lean back and aren’t the ones asking questions. They’re participating, but not leading. I think that’s something they can work on to help see the larger picture.”

— Angela Betasso, President & CEO, JDA.media

Inclusivity

 Alejandra Santamaria, VP, Director of Sales, Univision

In the Latino culture we are taught to be humble, so learning to have a voice was difficult for me from a cultural standpoint, and also as a woman. When you realize you do have a voice and you have the opportunity to articulate what you want, people will listen.

— Alejandra Santamaria, VP, Director of Sales, Univision

Advocacy

Karen Younger, SVP, Sales Operations, Gray Television

“Mentoring and sponsoring is one of the best parts of my job. I love helping people find their own potential. It’s important as a mentor or a sponsor to find another person’s potential and not try to make them like you. We are each unique and have our own skillsets; I try to help someone find their own path.”

— Karen Younger, SVP, Sales Operations, Gray Television

Karen Younger, SVP, Sales Operations, Gray Television

“Be ready to explain what you’ve done and share how you accomplished something. People want to know what you can do.”

— Pam Forsyth, General Manager, WICU

Next Steps

In the coming months, NEXT Women is creating programming in various formats (webinars, book discussions, interviews, podcasts, etc.) inspired by the BIA Women in Local Broadcast TV Survey results, including:

Personal branding – What do you want to be known for? How to actualize and build awareness around your unique skills and characteristics.

Being an agent for change – How to get involved with DEI programs to help yourself and others.

Not feeling heard? – Effective up, down and parallel communication.

Preparing for advancement – The top skills needed today and tomorrow & how to get them.

Mentorship – How to cultivate mentors and mentees and make the most of those relationships.