An innovative campaign by broadcasters earlier this year has dramatically increased public awareness of Audio Description (AD), according to research released by Ofcom . The Royal National Institute of Blind People (RNIB) welcomed today’s report. The research found that more audio described programmes would increase usage among blind and partially sighted people, and that it improves their understanding and enjoyment of TV. RNIB now calls on Ofcom to review and recommend an increase of the current AD targets and hopes that broadcasters build on the success of their campaign by audio describing a wider choice of programmes.
Audio description is an additional commentary that describes body language, expressions and movements, making the story clear through sound. It can transform the enjoyment of TV for people who have difficulty seeing what’s happening on the screen, including the two million people in the UK who have sight problems.
Julianne Marriott, RNIB Campaigner, said: “We are delighted with the results of this independent research and call on Ofcom to review and recommend an increase of the current AD targets. The TV trails were key to increasing awareness of the benefits of AD among 60 per cent of UK adults. We hope that the broadcasters, who have invested significant resource promoting AD, will respond to the success of their imaginative trailers and continue to support the service by providing a wider choice of programmes with AD.”
Most broadcasters are currently required to audio describe eight per cent of their digital TV programmes. These targets were set within the 2003 Communications Act when awareness of AD was much lower and fewer people had digital TV. As the rollout of digital TV switchover begins later this year RNIB is calling on Ofcom to review these targets to ensure a greater choice of programmes with AD.
Trevor Franklin, a TV fan who went blind five years ago, said: “I’ve watched television all my life, so it was a great shock not being able to see things or follow what was going on. Then I discovered audio description, which is amazing. It’s opened a whole new world to me. But there just isn’t enough. I’d like to see more AD programmes and a greater choice available.”
Julianne Marriott continued: “RNIB will continue to raise awareness of AD and advise people how to access it. We look forward to continuing our work with Ofcom and the broadcasters to ensure that people with sight problems can enjoy TV just as much as sighted people.”
Notes
1. Visit the Ofcom website to view the research mentioned within this press release.
2. Audio description targets: The 2003 Communications Act requires Ofcom to implement targets set by Parliament for access services. The target for most TV channels to reach is to audio describe 10 per cent of their programming. The target for subtitling is 80 per cent and signing five per cent.
3. There are around two million people in the UK with sight problems and every day another 100 people will start to lose their sight. By the time we reach 60, one in 12 people will become blind or partially sighted. By 75 this rises to one in six of us.
4. RNIB is the leading charity working in the UK offering practical support, advice and information for anyone with sight difficulties. If you, or someone you know, has a sight problem, RNIB can help. Call the RNIB Helpline on 0845 766 9999.
Royal National Institute of Blind People