Audio Description
The Royal National Institute of Blind People (RNIB) today calls on Jeremy Hunt, Secretary of State for Media, Culture and Sport to set a 20 per cent target for Audio Description (AD) across all TV channels.
Ofcom's Television Access Services Review, published today, shows that an increase of AD targets on all channels is achievable and would give blind and partially sighted people greater social inclusion, equality and independence. However, as Ofcom believe the arguments are 'finely balanced' it has referred the final decision to the Secretary of State.
Current AD targets
AD is an additional commentary that describes the body language, expressions and movements on screen that someone with sight loss cannot see, allowing them to follow the action. Current AD targets are at 10 per cent, however, some channels are now committed to broadcasting 20 per cent. These channels, including BBC, Sky and Channel 4, clearly demonstrate that a 20 per cent AD target across all TV stations is both reasonable and achievable. RNIB doesn't accept that limiting the target to a number of channels is fair, as blind and partially sighted people have a right to the same choice of channels as their sighted peers.
Most broadcasters are already describing over 10 per cent of their programming, which means that they would not need to increase their AD output for at least the first year of the five year implementation period. In addition, the cost of producing AD has reduced by 25 per cent in the last five years. If this continues then doubling the amount of AD will not double the current cost.
Lesley-Anne Alexander
Chief Executive of RNIB, Lesley-Anne Alexander says: "Without an AD target of 20 per cent on all channels blind and partially sighted people are at risk of being left behind; unable to share in the future of a significant part of our national culture - television.
"It's fantastic that some broadcasters have already recognised this and agreed to deliver AD on 20 per cent of their programming. However setting the target in legislation for all channels is now essential to ensure that blind and partially sighted people can have a real choice in programming and be confident that they will not lose their access to TV in the future."
Ofcom
Ofcom's review shows that over 400 blind and partially sighted people told them why the AD target must now be set at 20 per cent on all TV channels. One respondent to Ofcom said: "I miss out on a lot of family time because there is no AD. There is nothing so isolating as when the family is enjoying a program and I have to leave the room because I can't understand what is going on - doing things as a family means a lot to me." Many people also commented on the importance of being able to join in everyday conversations about popular TV shows.
TV is a gateway into the outside world, a source of information and a companion. AD improves the understanding and enjoyment of TV, so if more TV was audio described it could reduce some of the isolation that blind and partially sighted people face everyday. As the UK population is ageing, the number of people with sight loss will also increase, meaning a greater number of people will become reliant on AD to continue to enjoy TV.
Ends
For further information, to arrange a media interview with an RNIB spokesperson or a fan of AD, please contact RNIB Media Relations Team on 020 7391 2320 or email pressoffice@rnib.org.uk. Out of hours call 07968 482812.
Notes to Editor
Audio Description (AD) is an additional commentary that describes the body language, expressions and movements that someone with sight loss cannot see.
Currently audio description targets are fixed at 10 per cent. The Secretary of State for Culture, Media and Sport has the power under the Communications Act 2003 to increase these targets.
Ofcom is the communications regulator (including TV, radio and telecoms). It operates under the Communications Act 2003 to further the interests of citizens and of consumers.
Not all programmes would require AD. The news or weather, for example, wouldn't need it nor would all game shows or nature programmes. Whether AD is required rests on the format of a given programme i.e. how much activity occurs without any supporting speech or sound.
AD is available on digital TV, on DVD movies, in cinemas, galleries and museums as well as major sporting venues and exhibition centres.
About RNIB
Every day another 100 people in the UK will start to lose their sight. There are around two million people in the UK with sight problems. 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 0303 123 9999 or visit www.rnib.org.uk.
RNIB is a partner in the UK Vision Strategy, a ground-breaking UK-wide initiative which seeks a major transformation in the UK's eye health, eye care and sight loss services. The strategy was launched in April 2008 in response to a World Health Assembly global resolution to reduce avoidable blindness by the year 2020 and to improve support and services for blind and partially sighted people. To find out more visit: www.vision2020uk.org.uk/ukvisionstrategy