1 © Peter Olaf Looms 2013 The case for introducing access services by broadcasters Peter Olaf LOOMS Looms Consulting ITU & EBU Regional Meeting for Central.
Post on 01-Jan-2016
221 Views
Preview:
Transcript
1© Peter Olaf Looms 2013
The case for introducing access services by broadcasters
Peter Olaf LOOMS
Looms Consulting
ITU & EBU Regional Meeting for Central and Eastern Europe eAccessibility in Television Broadcasting in Central and Eastern Europe
3-4 December 2013HRT Academy, Zagreb, Croatia
2© Peter Olaf Looms 2013
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 TV accessibility a reality?
How we we put together the business case for action?
3© Peter Olaf Looms 2013
How is TV changing in the 21st century?
4© Peter Olaf Looms 2013
1. What is the nature of the challenge?
1. What is the nature of the challenge?
It’s about...understanding how TV is changing understanding how TV users are changing andIt’s also about breaking down barriers to match supply and demand!
It’s about...understanding how TV is changing understanding how TV users are changing andIt’s also about breaking down barriers to match supply and demand!
Source: http://www.herasreadyfence.co.uk/barriers.html 4
5© Peter Olaf Looms 2013
TV viewing in Denmark 2012average 3 hours 46 minutes/day
Source: Statistical Yearbook [Denmark] 2013. Culture & National Church. Page 4.
Viewing of on-demand video and TV is growing <10% of TV viewing (15-20 mins./day)
6© Peter Olaf Looms 2013
The technologies we use are changingDanish Household ownership 2002-12
7© Peter Olaf Looms 2013
€ million
Advertising revenue is changing Advertising spend 2004-2011 in Denmark
8© Peter Olaf Looms 2013
Media Consumption is Changingminutes per day - Danes in 2012
9© Peter Olaf Looms 2013
Expectations of TV are changingExpectations of TV are changing
Content on the devices Content on the devices viewersviewers want want
10© Peter Olaf Looms 2013
At least 1 in 6 encounter major barriers
Demographics are changingDemographics are changing
Not everybody benefits from TV on these devicesNot everybody benefits from TV on these devices
11© Peter Olaf Looms 2013
A further 2 in 6 encounter minor barriers
Demographics are changingDemographics are changing
Not everybody benefits from TV on these devicesNot everybody benefits from TV on these devices
12© Peter Olaf Looms 2013
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...
13© Peter Olaf Looms 2013
At some point in our lives nearly all of us will encounter accessibility problems,barriers that make us feel excluded
At some point in our lives nearly all of us will encounter accessibility problems,barriers that make us feel excluded
Main take-aways
14© Peter Olaf Looms 2013
Is TV “accessible”?
15© Peter Olaf Looms 2013
“Accessible” means different things
16© Peter Olaf Looms 2013
“Accessible” means different things
17© Peter Olaf Looms 2013
Accessibility & Usability?Accessibility & Usability?
Source: http://justincaseyouwerewondering.com/wp-content/uploads/2012/01/UsabilityTest.png
Developer watching video of usability test
18© Peter Olaf Looms 2013
Digital Literacy?Digital Literacy?
Source:http://www.bbc.co.uk/news/uk-england-norfolk-13338249
NUCA film makers inspire offlinersto take first click
19© Peter Olaf Looms 2013
“Accessible” means different things
AccessibilityAccessibilityAccessibilityAccessibility
20© Peter Olaf Looms 2013
What do we know about the needsof viewers with disabilities?
DeafDeaf
Blind
21© Peter Olaf Looms 2013
What do we know about the needsof viewers with disabilities?
DeafDeaf
Blind
Impaired Hearing
Impaired Sight
22© Peter Olaf Looms 2013
What do we know about the needsof viewers with disabilities?
DeafDeaf
Blind
Impaired Hearing
Impaired Sight
BrainDamage
Impaired Cognition
Impaired Dexterity
Chair-ridden
What is needed?
23© Peter Olaf Looms 2013
TV Accessibility
ViewerTV
24© Peter Olaf Looms 2013
TV Accessibility
Watching TV aloneor with someone...
25© Peter Olaf Looms 2013
Accessibility and Age
Viewers all have different needs...
26© Peter Olaf Looms 2013
Accessibility and Age
Kids also have needs when they watch TV
27© Peter Olaf Looms 2013
TV Accessibility
ViewerTVA change of perspective:
from disabilitiesto inclusion
28© Peter Olaf Looms 2013
TV Accessibility
TV - Action is needed on 5 fronts:
1 2 3 4 5
29© Peter Olaf Looms 2013
TV Accessibility - action on 5 fronts
Intelligibility (audio & pictures)
Access services
Meta content
TV interfaces
Interfaces to 3rd party assistive technologies
1
2
3
4
5
30© Peter Olaf Looms 2013
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!
31© Peter Olaf Looms 2013
2. What are the options?
What can broadcasters do to make a difference?
32© Peter Olaf Looms 2013
TV Accessibility - action on 5 fronts
Intelligibility (audio & pictures)
Access services
Meta content
TV interfaces
Interfaces to 3rd party assistive technologies
1
2
3
4
5
33© Peter Olaf Looms 2013
Intelligibility (audio & pictures)
Why do actors mumble on Danish TV?
1
34© Peter Olaf Looms 2013
This goes forThis goes forboth DR and TV2both DR and TV2
“ “The Eagle” - a DR crime series.The Eagle” - a DR crime series.
1 Intelligibility (audio & pictures)Intelligibility (audio & pictures)
35© Peter Olaf Looms 2013
Intelligibility (audio & pictures)1
The World Cup (Soccer) 2010
36© Peter Olaf Looms 2013
Intelligibility (audio & pictures)1
37© Peter Olaf Looms 2013
Intelligibility (audio & pictures)1
38© Peter Olaf Looms 2013
Intelligibility (audio & pictures)1
39© Peter Olaf Looms 2013
TV Accessibility - action on 5 fronts
Intelligibility (audio & pictures)
Access services
Meta content
TV interfaces
Interfaces to 3rd party assistive technologies
1
2
3
4
5
40© Peter Olaf Looms 2013
Access services
Inter- and subtitles (1903)
Visual signing (1929)
Audio Description (1981)
2
41© Peter Olaf Looms 2013
Subtitles in the TV picture2
42© Peter Olaf Looms 2013
Subtitles - 1st generation2
Teletext
43© Peter Olaf Looms 2013
Subtitles - 2nd generation2
Subtitles (DVB)
44© Peter Olaf Looms 2013
Subtitles - 3rd generation2
Subtitles (HbbTV)The viewer can adjust the colour, contrast and size
45© Peter Olaf Looms 2013
Spoken subtitles2
Subtitles Viewers with cognitive disabilities, dyslexia, immigrants
46© Peter Olaf Looms 2013
Audio Description2
Also for viewers with cognitive impairments
47© Peter Olaf Looms 2013
Visual Signing2
The Signing Channel (DVB)
48© Peter Olaf Looms 2013
Visual Signing2
Viewer control (HbbTV)The viewer can customise the intepreter size & position
49© Peter Olaf Looms 2013
TV Accessibility - action on 5 fronts
Intelligibility (audio & pictures)
Access services
Meta content
TV interfaces
Interfaces to 3rd party assistive technologies
1
2
3
4
5
50© Peter Olaf Looms 2013
Meta-content3
51© Peter Olaf Looms 2013
Meta-content3
52© Peter Olaf Looms 2013
Meta-content3
53© Peter Olaf Looms 2013
Meta-content3
54© Peter Olaf Looms 2013
TV Accessibility - action on 5 fronts
Intelligibility (audio & pictures)
Access services
Meta content
TV interfaces
Interfaces to 3rd party assistive technologies
1
2
3
4
5
55© Peter Olaf Looms 2013
TV Accessibility
What does the viewer have to do to find a programme she wants to watch?
56© Peter Olaf Looms 2013
TV Accessibility
Elders find it difficult to move fromon - off to
“point-and-click” paradigmIBB / Connected TV is also a problem
57© Peter Olaf Looms 2013
TV Accessibility - action on 5 fronts
Intelligibility (audio & pictures)
Access services
Meta content
TV interfaces
Interfaces to 3rd party assistive technologies
1
2
3
4
5
58© Peter Olaf Looms 2013
TV Accessibility
How does the TV receiver work with other devices
the viewer needs to use?
59© Peter Olaf Looms 2013
Media Accessibility - action on 5 fronts
Intelligibility (audio & pictures)
Access services
Meta content
TV interfaces
Interfaces to 3rd party assistive technologies
1
2
3
4
5
60© Peter Olaf Looms 2013
61© Peter Olaf Looms 2013
3. How can broadcasters make TV accessibility a reality?
How we we put together the business case for action?
62© Peter Olaf Looms 2013
Carrots and sticks
Cost-benefitIncreased capital and development costs smallCases from BBCLeads to... Improved viewer satisfactionReduced churn (Pay TV)
63© Peter Olaf Looms 2013
Sticks
Legal & regulatory obligationsRisk of sanctions from government and general public
64© Peter Olaf Looms 2013
Celebrate human diversityA
65© Peter Olaf Looms 2013
B Focus on accessibilitynot disabilities
66© Peter Olaf Looms 2013
Media as end-to-end servicesC
67© Peter Olaf Looms 2013 24 Peter Olaf Looms Carrots and Sticks – The European Case for Accessible Media 24
Media AccessibilityMedia Accessibility- a shared responsibility...- a shared responsibility...
Media AccessibilityMedia Accessibility- a shared responsibility...- a shared responsibility...
Source: Hemmati, Minu. (2002) Multi-Stakeholder Processes - Beyond Deadlock and Conflict. London: Earthscan.
D
68© Peter Olaf Looms 2013
“Nothing for us without us”
69© Peter Olaf Looms 2013
InternationalTelecommunicationUnion
Barrier-Free Digital Television 25 May 2011 European Commission
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:
Peter Olaf Looms
Ellesvinget 25DK-2950 VedbækDENMARKE: polooms@gmail.comM: +45 51 56 75 46
Thank you for listening
top related