All the hard work by campaigners over the past decade to secure a 20 per cent target for audio description (AD) has paid off.
On 15 July, following a meeting with RNIB, the Minister for Broadcasting, Ed Vaizey MP, announced his strong support for AD and the "iconic figure" of 20 per cent. He welcomed the fact that in the last year Sky, BBC and Channel 4 have committed to audio describing 20 per cent of their programming and in particular the new commitment of ITV to achieve this level by the end of 2010.
With the Government's overall commitment to deregulation and the industry's willingness to deliver 20 per cent on a voluntary basis, the Minister has decided not to increase the statutory target (10 per cent) at present. However he has asked Ofcom to monitor and report on actual levels of AD provision and made it clear that if it falls significantly below 20 per cent he will re-visit the statutory approach. This approach will deliver more AD sooner than increasing the targets (because targets would have been phased over five years). We have a "de facto" 20 per cent target.
Background
In September 2009 Ofcom held an Access Services Review to look at the future of AD on digital TV. This set out three options: leaving AD at 10 per cent, increasing it to 20 per cent on all channels, or increasing to 20 per cent on only the 10 public service broadcaster channels.
Over 400 blind and partially sighted people responded to Ofcom, each making a powerful and personal case for the service. The success of this campaign is in no small part due to this kind of fantastic support from blind and partially sighted campaigners.
In June this year, seven months after the consultation closed, Ofcom decided not to make a recommendation and to pass the decision to the Secretary of State.
The Government response to the review
The Minister said:
"The Government recognises the importance that visually impaired people place on the audio description services delivered by broadcasters in the UK. These are highly valued services and help those with a visual impairment get the most out of a wide range of television programmes.
I am extremely pleased that a significant number of major broadcasters have already made voluntary commitments to audio describe at least 20 per cent of their programming. Indeed, ITV plc has just informed me that it has also committed to achieving this level of audio description across its programmes by the end of the year.
I very much welcome ITV's undertaking to do this and I hope that other broadcasters will follow their example and commit to increasing to this level of audio description in their programming as soon as possible. This would be a significant improvement to the television services they provide to visually impaired people and would be a major step forward.
Ofcom will play an important role in assessing the success of these developments and I have asked that they continue to closely monitor and report on actual levels of audio description services."
In addition the Government have stated:
"We appreciate that this will be a disappointing outcome for those who have pressed for an increase in the statutory target; however, we have written to Ofcom to ask that they continue closely to monitor levels of audio description provision and report to the Government if average levels of provision fall significantly below current levels so that we can consider whether to review the targets, or invite Ofcom to review and make recommendations."
Where now for the AD campaign?
We are really pleased that the Government recognises the importance of audio description and that Ofcom has previously reported that "nearly all users found AD improves their understanding and enjoyment of TV".
RNIB will continue to work to raise awareness of audio description on digital TV, on demand TV (also known as catch-up TV and includes services such as 4oD), on DVD and at the cinema.
We will also be monitoring which broadcasters commit to increasing their level of AD as well as what they are delivering. We will also continue working to get more equipment that provides AD and continuing our work on getting more accessible TV equipment.
Thank you
Thank you to everyone who has campaigned for more audio description over the last few years. This is the only reason that we have reached this stage of getting a voluntary commitment by the four big broadcasters and such a positive statement from the Minister.
Further information
For further information on audio description and how to receive it please call our helpline on 0303 123 9999 or at helpline@rnib.org.uk.
Alternatively, for information about campaigning for Audio Description you can contact the campaigns team at campaigns@rnib.org.uk or call us on 020 7391 2123
For information about TV equipment including the recently launched Goodmans Smart Talk Freeview digital box that announces all on-screen information, including programme guides and menus, using synthetic speech visit our online shop.