International Women’s Day — The Changing Role of Women in Middle East Broadcast Technology

By in News Production, Shared Storage, Video Editing

As we recognize International Women’s Day this Wednesday 8 March, what better time than to celebrate Avid’s all female team who are installing, designing and configuring a Broadcast News Solution for ONTV in Cairo, Egypt, over the forthcoming weeks.  This 5-woman Delivery team is a unique representation of Avid’s Professional Services with at least 9 languages between them hailing from Holland, Slovenia, Beirut, Italy and Dubai.

The presence of an all-female installation team on site in the Middle East is unusual to say the least. Many of our Middle East customers are a little reticent when our female engineers or consultants arrive but their presence is usually welcomed on the sheer merit of their technical expertise and years of experience delivering Broadcast Solutions across the EMEA regions.

Whilst the technical solution is in itself an interesting perspective for this customer – the level of operational change for their users is not inconsiderable – the themes presented by IWD of #BeBoldForChange, #PledgeForParity are of great significance too.  In the last ten years we have seen an increase across the board of women in the Broadcast Technology workplace in the Middle East and of course in the Production arena.  Increasingly we see Arabic women as Head of News, Head of Production, Head of Technology and in this particular project one of the System Integrator Partners and Founders is a smart, educated Egyptian woman.

“In the last ten years the presence of a female consultant or engineer on site has been met with a growing level of acceptance by many customers. Whilst the majority of challenges have been with respect to Middle Eastern cultures and values they are not alone in the wider European workplace.  Often it is not until our female team demonstrate their deep technical knowledge; often delivered with a high level of emotional intelligence and instinctive communication skills that the customers accept us alongside our male peers. It is without question harder to engage and educate the male technology audience until you have ‘earned’ that acceptance.  I am encouraged to see now how readily many customers welcome us in their technology environments, overlooking deep-seated cultural sensitivities and taking us on merit.”

—Claire Humphries, Consulting Manager for Avid (EMEA)

Avid Global Services are working in conjunction with Brainwaves System Integrators to deliver a full Interplay PAM Broadcast News Solution incorporating Avid NEXIS video storage, Interplay Production Asset Management, iNEWS NRCS, Media Composer | News edit clients and a wide adoption of our MediaCentral | UX Platform.

As a Field Marketing Manager for Avid UK, I am lucky enough to work with some of the most interesting and inspirational artists, content creators and distributors in the media industry. Follow me on Avid Blogs for industry news and updates from the UK.