ITU & EBU Regional Meeting for Central and Eastern Europe
eAccessibility in Television Broadcasting in Central and Eastern Europe
The case for introducing
access services by broadcasters
Peter Olaf LOOMS
Looms Consulting
3-4 December 2013HRT Academy, Zagreb, Croatia
© Peter Olaf Looms 2013
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Programme
About the speaker:
Who I am and what I do
About the talk:
1. What is the challenge?
How is TV changing in the 21st century?
Is TV ‘accessible’?
2. What are the options?
What can broadcasters do to make a difference?
3. How can broadcasters make
accessibility a reality?
TV
How we we put together the business case for
action?
© Peter Olaf Looms 2013
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How is TV
changing in
the 21st
century?
© Peter Olaf Looms 2013
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1. What is the nature of the challenge?
It’s about...
understanding how TV is changing
understanding how TV users are
changing and
It’s also about breaking down
barriers to match supply and
demand!
Source:
http://www.herasreadyfence.co.uk/barriers.html
© Peter Olaf
Looms 2013
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TV viewing in Denmark 2012
average 3 hours 46 minutes/day
Viewing of on-demand video and TV is growing
<10% of TV viewing (15-20 mins./day)
Source: Statistical Yearbook [Denmark] 2013. Culture & National Church. Page 4.
© Peter Olaf Looms 2013
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The technologies we use are changing
Danish Household ownership 2002-12
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Advertising revenue is changing
Advertising spend 2004-2011 in Denmark
€ million
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Media Consumption is Changing
minutes per day - Danes in 2012
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Expectations of TV are changing
Content on the devices viewers want
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Demographics are changing
Not everybody benefits from TV on these devices
At least 1 in 6 encounter major barriers
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Demographics are changing
Not everybody benefits from TV on these devices
A further 2 in 6 encounter minor barriers
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Main take-aways
TV operates in a world in which
technologies, revenues and
audiences change
Broadcasters to keep their traditional
audiences happy
Broadcaster need a multiplatform
strategy to stay in contact with
young demographics and...
© Peter Olaf Looms 2013
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Main take-aways
At some point in our lives nearly all of us
will encounter accessibility problems,
barriers that make us feel excluded
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Is TV
“accessible”?
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“Accessible” means different things
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“Accessible” means different things
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Accessibility & Usability?
Developer watching video of usability test
Source: http://justincaseyouwerewondering.com/wp-content/uploads/2012/01/UsabilityTest.png
© Peter Olaf Looms 2013
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Digital Literacy?
NUCA film makers inspire offliners
to take first click
Source:http://www.bbc.co.uk/news/uk-england-norfolk-13338249
© Peter Olaf Looms 2013
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“Accessible” means different things
Accessibility
© Peter Olaf Looms 2013
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What do we know about the needs
of viewers with disabilities?
Deaf
Blind
© Peter Olaf Looms 2013
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What do we know about the needs
of viewers with disabilities?
Deaf
Impaired
Hearing
Blind
Impaired
Sight
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What do we know about the needs
of viewers with disabilities?
Deaf
Impaired
Hearing
Blind
Impaired
Sight
Brain
Damage
Impaired
Cognition
What is needed?
Impaired
Dexterity
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TV Accessibility
TV
© Peter Olaf Looms 2013
Viewer
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TV Accessibility
Watching TV alone
or with someone...
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Accessibility and Age
Viewers all have different needs...
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Accessibility and Age
Kids also have needs
when they watch TV
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TV Accessibility
TV
© Peter Olaf Looms 2013
Viewer
A change of perspective:
from disabilities
to inclusion
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TV Accessibility
TV - Action is needed on 5 fronts:
1
© Peter Olaf Looms 2013
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3
4
5
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TV Accessibility - action on 5 fronts
1 Intelligibility (audio & pictures)
2 Access services
3 Meta content
4 TV interfaces
5 Interfaces to 3rd party assistive
technologies
© Peter Olaf Looms 2013
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Main take-aways
We have many interpretations of
what accessibility is
The focus is increasingly on what
people want to do
Access services are an important
part of making TV
There are other things that
broadcasters can do to make TV
accessible
Some important things cost almost
nothing!
© Peter Olaf Looms 2013
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2. What are
the options?
What can broadcasters do
to make a difference?
© Peter Olaf Looms 2013
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TV Accessibility - action on 5 fronts
1 Intelligibility (audio & pictures)
2 Access services
3 Meta content
4 TV interfaces
5 Interfaces to 3rd party assistive
technologies
© Peter Olaf Looms 2013
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1 Intelligibility (audio & pictures)
Why do actors mumble on Danish TV?
© Peter Olaf Looms 2013
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1 Intelligibility (audio & pictures)
This goes for
both DR and TV2
“The Eagle” - a DR crime series.
© Peter Olaf Looms 2013
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1 Intelligibility (audio & pictures)
The World Cup (Soccer) 2010
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1 Intelligibility (audio & pictures)
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1 Intelligibility (audio & pictures)
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1 Intelligibility (audio & pictures)
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TV Accessibility - action on 5 fronts
1 Intelligibility (audio & pictures)
2 Access services
3 Meta content
4 TV interfaces
5 Interfaces to 3rd party assistive
technologies
© Peter Olaf Looms 2013
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2 Access services
Inter- and subtitles
(1903)
Visual signing
(1929)
Audio Description
(1981)
© Peter Olaf Looms 2013
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2
© Peter Olaf Looms 2013
Subtitles in the TV picture
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2
Subtitles - 1st generation
Teletext
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2
Subtitles - 2nd generation
Subtitles (DVB)
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2
Subtitles - 3rd generation
Subtitles (HbbTV)
The viewer can adjust the colour, contrast and size
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2
Spoken subtitles
Subtitles
Viewers with cognitive disabilities, dyslexia, immigrants
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2
Audio Description
Also for viewers with cognitive impairments
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2
Visual Signing
The Signing Channel (DVB)
© Peter Olaf Looms 2013
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2
Visual Signing
Viewer control (HbbTV)
The viewer can customise the intepreter size & position
© Peter Olaf Looms 2013
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TV Accessibility - action on 5 fronts
1 Intelligibility (audio & pictures)
2 Access services
3 Meta content
4 TV interfaces
5 Interfaces to 3rd party assistive
technologies
© Peter Olaf Looms 2013
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3
Meta-content
© Peter Olaf Looms 2013
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3
Meta-content
© Peter Olaf Looms 2013
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3
Meta-content
© Peter Olaf Looms 2013
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3
Meta-content
© Peter Olaf Looms 2013
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TV Accessibility - action on 5 fronts
1 Intelligibility (audio & pictures)
2 Access services
3 Meta content
4 TV interfaces
5 Interfaces to 3rd party assistive
technologies
© Peter Olaf Looms 2013
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TV Accessibility
What does the viewer have to do
to find a programme
she wants to watch?
© Peter Olaf Looms 2013
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TV Accessibility
Elders find it difficult to move from
on - off to
“point-and-click” paradigm
IBB / Connected TV is also a problem
© Peter Olaf Looms 2013
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TV Accessibility - action on 5 fronts
1 Intelligibility (audio & pictures)
2 Access services
3 Meta content
4 TV interfaces
5 Interfaces to 3rd party assistive
technologies
© Peter Olaf Looms 2013
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TV Accessibility
How does the TV receiver work
with other devices
the viewer needs to use?
© Peter Olaf Looms 2013
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Media Accessibility - action on 5 fronts
1 Intelligibility (audio & pictures)
2 Access services
3 Meta content
4 TV interfaces
5 Interfaces to 3rd party assistive
technologies
© Peter Olaf Looms 2013
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© Peter Olaf Looms 2013
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3. How can
broadcasters make
TV accessibility
a reality?
How we we put together the
business case for action?
© Peter Olaf Looms 2013
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Carrots and sticks
Cost-benefit
Increased capital
and development
costs small
Cases from BBC
Leads to...
Improved viewer
satisfaction
Reduced churn
© Peter Olaf Looms 2013
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Sticks
Legal & regulatory
obligations
Risk of sanctions
from government and
general public
© Peter Olaf Looms 2013
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A
Celebrate human diversity
© Peter Olaf Looms 2013
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B
© Peter Olaf Looms 2013
Focus on accessibility
not disabilities
65
C
Media as end-to-end services
© Peter Olaf Looms 2013
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D
Media Accessibility
- a shared responsibility...
Source: Hemmati, Minu. (2002) Multi-Stakeholder Processes - Beyond Deadlock and Conflict.
London: Earthscan.
PeterOlaf
Olaf Looms
Looms 2013
© Peter
Carrots and Sticks – The European Case for Accessible Media
24
67
“Nothing for us without us”
© Peter Olaf Looms 2013
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Thank you for listening
Contact details:
FG AVA website:
http://www.itu.int/en/ITU-T/focusgroups/ava/Pages/default.aspx
FG AVA secretariat:
Alexandra Gaspari
tsbfgava@itu.int
Former chairman:
Barrier-Free Digital Television
25 May 2011 European Commission
© Peter Olaf Looms 2013
Peter Olaf Looms
Ellesvinget 25
DK-2950 Vedbæk
DENMARK
E: polooms@gmail.com
M: +45 51 56 75 46
International
Telecommunication
Union
69