Title:
Bollywood for all: the demand for audio described Bollywood films.
Author:
Sonali Rai.
Publisher:
RNIB.
Year of publication:
2009.
Background
The project aimed to understand behaviours and attitudes of blind and partially sighted Asian people towards the viewing of Bollywood films with and without AD.
The findings of this project draw on the data collected through a combination of qualitative and quantitative research studies to provide an accurate picture of the issue being addressed, with a comprehensive analysis of the barriers faced by the target audience when watching Bollywood films.
Key findings
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Over half of the respondents stated that they were more likely to watch Bollywood films if AD was provided.
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Respondents felt it was important to provide AD during songs as well as in the standard story so as to be able to follow what was happening on the screen.
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The majority of respondents preferred AD in Hindi compared with description in English.
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The research found that only five per cent of respondents in the quantitative study had any previous experience of AD. 16 per cent were aware of AD but were not aware of its features and what it had to offer. There was a significant lack of awareness about AD amongst blind and partially sighted Asians in the UK.
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Executive summary
Full report