TV criticised for outdated image

2:26am Sunday 11th May 2008

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Hit TV shows such as Dragons Den and the Apprentice have been condemned by a Yorkshire women's business group for promoting female entrepreneurs as pushy and aggressive.

Sandy Needham, chief executive of Bradford Chamber of Commerce, said such programmes did not reflect real life and did not set a good example.

She said: "These programmes have no bearing on what happens on a day to day basis in the real world of business and do not provide good role models. They should be viewed purely as entertainment.

"Women are increasingly seen as leaders and have qualities that make them successful but I believe it is time that we stopped comparing the sexes and value people for their achievements whatever their gender."

She was backed by Forward Ladies, a network of 3,000 business women, which accused programme makers of encouraging a stereotype of confrontational, foot-stamping women.

Etta Cohen, Forward Ladies founder, said: "These programmes, whilst making great television, are really at risk of devaluing a less aggressive approach to business.

"The Apprentice, for example, portrays the business world as highly confrontational, with a distinct male/female divide and highly-charged colleagues engaged in head-to-head competition to come out on top.

"Whilst drive and a strong appetite for success are essential qualities, they don't go hand in hand with foot-stamping, making uncompromising demands and shouting the loudest."

Forward Ladies member Lisa Williams, head of commercial at HSBC bank in Leeds, says that shows which turn business-people into overnight stars convey an outdated image of businesswomen and could be a turn-off for would-be women entrepreneurs.

She said: "It's like the clock has been turned back. As a senior female manager myself, I'm passionate about developing the skills and acumen women bring to the commercial world."

HSBC is sponsoring Forward Ladies through its national Women in Business' programme.