1 © Peter Olaf Looms 2013 The case for introducing access services by broadcasters Peter Olaf LOOMS Looms Consulting ITU & EBU Regional Meeting for Central.

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


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?


How is TV changing in the 21st century?


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

http://www.herasreadyfence.co.uk/barriers.html

http://www.herasreadyfence.co.uk/barriers.html


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)


The technologies we use are changingDanish Household ownership 2002-12


€ million

Advertising revenue is changing Advertising spend 2004-2011 in Denmark


Media Consumption is Changingminutes per day - Danes in 2012


Expectations of TV are changingExpectations of TV are changing

Content on the devices Content on the devices viewersviewers want want


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


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


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...


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


Is TV “accessible”?


“Accessible” means different things




Accessibility & Usability?Accessibility & Usability?

Source: http://justincaseyouwerewondering.com/wp-content/uploads/2012/01/UsabilityTest.png

Developer watching video of usability test

http://justincaseyouwerewondering.com/wp-content/uploads/2012/01/UsabilityTest.png


Digital Literacy?Digital Literacy?

Source:http://www.bbc.co.uk/news/uk-england-norfolk-13338249

NUCA film makers inspire offlinersto take first click

http://www.bbc.co.uk/news/uk-england-norfolk-13338249



AccessibilityAccessibilityAccessibilityAccessibility


What do we know about the needsof viewers with disabilities?

DeafDeaf

Blind



DeafDeaf

Blind

Impaired Hearing

Impaired Sight



DeafDeaf

Blind

Impaired Hearing

Impaired Sight

BrainDamage

Impaired Cognition

Impaired Dexterity

Chair-ridden

What is needed?


TV Accessibility

ViewerTV


TV Accessibility

Watching TV aloneor with someone...


Accessibility and Age

Viewers all have different needs...


Accessibility and Age

Kids also have needs when they watch TV


TV Accessibility

ViewerTVA change of perspective:

from disabilitiesto inclusion


TV Accessibility

TV - Action is needed on 5 fronts:

1 2 3 4 5


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


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!


2. What are the options?

What can broadcasters do to make a difference?




Access services

Meta content

TV interfaces


1

2

3

4

5



Why do actors mumble on Danish TV?

1


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)


Intelligibility (audio & pictures)1

The World Cup (Soccer) 2010










Access services

Meta content

TV interfaces


1

2

3

4

5


Access services

Inter- and subtitles (1903)

Visual signing (1929)

Audio Description (1981)

2


Subtitles in the TV picture2


Subtitles - 1st generation2

Teletext


Subtitles - 2nd generation2

Subtitles (DVB)


Subtitles - 3rd generation2

Subtitles (HbbTV)The viewer can adjust the colour, contrast and size


Spoken subtitles2

Subtitles Viewers with cognitive disabilities, dyslexia, immigrants


Audio Description2

Also for viewers with cognitive impairments


Visual Signing2

The Signing Channel (DVB)


Visual Signing2

Viewer control (HbbTV)The viewer can customise the intepreter size & position




Access services

Meta content

TV interfaces


1

2

3

4

5


Meta-content3


Meta-content3


Meta-content3


Meta-content3




Access services

Meta content

TV interfaces


1

2

3

4

5


TV Accessibility

What does the viewer have to do to find a programme she wants to watch?


TV Accessibility

Elders find it difficult to move fromon - off to

“point-and-click” paradigmIBB / Connected TV is also a problem




Access services

Meta content

TV interfaces


1

2

3

4

5


TV Accessibility

How does the TV receiver work with other devices

the viewer needs to use?


Media Accessibility - action on 5 fronts


Access services

Meta content

TV interfaces


1

2

3

4

5



3. How can broadcasters make TV accessibility a reality?

How we we put together the business case for action?


Carrots and sticks

Cost-benefitIncreased capital and development costs smallCases from BBCLeads to... Improved viewer satisfactionReduced churn (Pay TV)


Sticks

Legal & regulatory obligationsRisk of sanctions from government and general public


Celebrate human diversityA


B Focus on accessibilitynot disabilities


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


“Nothing for us without us”


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

[email protected]

Former chairman:

Peter Olaf Looms

Ellesvinget 25DK-2950 VedbækDENMARKE: [email protected]: +45 51 56 75 46

Thank you for listening

mailto:[email protected]

1 © Peter Olaf Looms 2013 The case for introducing access services by broadcasters Peter Olaf LOOMS Looms Consulting ITU & EBU Regional Meeting for Central.

Documents

tv accessible

tv viewing

tv accessibilityviewertv

expectations of tv

tv users

devices viewers

needsof viewers

accessibility usability