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For Over A Century, Olympic Broadcasting Reflected Inequality. Yiannis Exarchos Is Changing The Narrative
['Aimee Edwards']
B&TB&T
That entrenched inequality is exactly what Yiannis Exarchos, CEO of Olympic Broadcasting Services (OBS), has made it his mission to dismantle.
Paris 2024: A Turning PointParis 2024 marked a decisive shift in the Olympic broadcast narrative.
Their presence, Exarchos argued, it reshapes how audiences perceive female athletes, elevating analysis to focus on skills, tactics and athleticism.
“In the past, female athletes were sometimes portrayed through a lens of attraction rather than athleticism, often unintentionally, due to unconscious bias.
“The Olympic Games offer an unparalleled global stage, reaching billions of viewers and setting cultural benchmarks for sport.
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