MUMBAI: People in the UK are more concerned with the portrayal of age on TV than on other platforms. Age is considered much less of an issue on radio, as participants could not readily tell the age of contributors and would choose a radio station that reflects their needs and interests.

Younger people are most concerned with how they are portrayed on TV, and many feel they are portrayed negatively. This view was also shared by some older people.

The Creative Diversity Network (CDN) has published the findings of its research in portrayal of age in the media, ?Serving All Ages?. The research was commissioned by the BBC as current chair of the CDN.

The CDN is a partnership of media companies made up of ITV, Channel 4, Sky, S4/C, Pact, MTV, Media Trust, Turner and Bafta, which exists to improve diversity across the industry.

The key findings are:

- Older people are less concerned with portrayal on TV, but some expressed a feeling of invisibility. This was particularly the case for middle aged and older women and more so in some genres (news and factual) than others

- Audiences wanted television in particular to reflect reality and wanted to avoid stereotyping and see a focus on accurate portrayal of all ages

- Industry experts focused on the need to find imaginative and creative ways to challenge existing stereotypes without being formulaic and stressed the importance of tracking and reviewing progress

BBC DG and CDN chair Mark Thompson said, ?There are lessons here for the BBC and the rest of Britain?s broadcasters. It is young people who are most concerned with the way they are portrayed and we need to look at this. But we should also note the concern, expressed by older people generally, about the need for greater visibility for older women. While of course there are many older women presenters and actors across our airwaves, this is something that needs to be addressed.?