The ITV tactical analysis setup, once a kitchen-themed nightmare, has been revamped after Emma Hayes was left feeling under-cooked by its sexist undertones. The hastily reworked set, which now features high-tech magnets and tighter camera shots, was an attempt to salvage the situation following a barrage of criticism during the World Cup coverage.
Hayes, the seven-time Women's Super League title winner with Chelsea and current manager of the US women's team, was left fuming when her insightful analysis was overshadowed by the gaudy kitchen-inspired backdrop. The initial setup, featuring a chalkboard stuck to a brick column amidst what looked like kitchen cupboards, drew fire from respected pundits and fans alike.
A quick U-turn by ITV saw Hayes' 'tactics corner' upgraded for her subsequent appearance during Brazil's match against Haiti. The new-look set ditched the chalk in favour of sleek magnets on the board, and camera shots were tightened to focus solely on Hayes' face and the analysis – effectively stripping out the kitchen clutter.
Hayes herself poked fun at the controversy, deadpanning during her first-half analysis: "Let's focus on the first half in particular. I know that's a challenge for some of us at home." She repeated this tongue-in-cheek teasing later on, quipping, "I know it's late – but did you notice I changed [the magnets of] Brazil from white to blue? I'm just checking we've got our full attention on the tactics board for everyone at home."
While ITV kept mum on the issue, Women in Film & TV chief executive Katie Bailiff blasted the initial setup as an 'ill-conceived, damaging creative decision'. She described it as a 'slap in the face' to Hayes, a 'brilliant pundit who deserves the best platform', and called for greater representation of women in media.
The swift action taken by ITV suggests they're listening to critics – but this incident highlights the ongoing battle for equitable platforms and fair treatment of female pundits in the media. The ball is now firmly back in their court, and it's time for a full-strength effort to get it right.