At an Olympics aiming to set the highest level of television standards, the head of broadcasting at the Tokyo Games is trying to banish overly sexualized images of female athletes.
"Sport appeal, not sex appeal" is one mantra Olympic officials push in an effort to reach gender equity on the field of play and on screen.
A stronger protest was made this month away from the Olympics. At a European beach handball event, Norway's women refused to play in bikini bottoms and instead wanted to wear skin-tight shorts. They were fined for breaking clothing rules. To achieve this, the IOC updated "Portrayal Guidelines" to steer all Olympic sports and their rights holders toward "gender-equal and fair" broadcasts of their events. Advice includes "do not focus unnecessarily on looks, clothing or intimate body parts" and reframing or deleting a "wardrobe malfunction ... to respect the integrity of the athlete."More women's and mixed gender events are on the Olympic program and are scheduled more prominently.
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