1. Media Accessibility International Guidelines and the Development of Descriptive Video Standards

2. @a11ymedia INTRODUCTION 20 years of making media accessible Not-for-profit organization CRTC mandated and funded by Canada ’ s cable, satellite and IPTV providers Operate two digital broadcast services and one website www.ami.ca www.ami.ca 10 local broadcast centres across Canada

3. @a11ymedia OVERVIEW Through two world leading services, AMI enriches lives and creates a more accessible Canada

4. @a11ymedia AMI-audio The worlds largest broadcast reading service Available with basic digital package at no additional cost Founded on the belief that all members of society should have equal access to current news and information. Accessed through basic and digital cable, satellite, IPTV and the internet into 10-million + Canadian homes. More than 400 Volunteers from across the country read and record full-text, spoken-word versions of current articles from leading newspapers and magazines. Staff and Volunteers broadcast 125+ hours of new programming every week.

5. @a11ymedia AMI-tv The worlds first and only open described, closed captioned digital TV service Available with basic digital package at no additional cost Broadcasts all programs with open description and closed captioning. Broadcast popular movies and TV series (Canadian and American) Simulcast and describe live major events and popular programs such as the Royal Wedding, the Federal election, Remembrance Day and Battle of the Blades; a Canadian reality show and Toronto Blue Jays Baseball Produce and broadcast original content, including ‘ Accessibility in Action ’ and ‘ A Whole New Light ’.

6. @a11ymedia MANDATE AMI DELIVERS ON THE CANADIAN BROADCASTING ACT WHICH STATES: That programming accessible by disabled persons should be provided within the Canadian broadcasting system as resources become available for the purpose. ” “

7. @a11ymedia AMI MISSION STATEMENT: MANDATE ” “ To Make All Media Accessible To All Canadians

8. @a11ymedia WE CALL IT DESCRIBED VIDEO… Described video (DV) is a narrated description of a program's main visual elements, such as settings, costumes, or body language Works best for pre-recorded programs, such as dramas and documentaries Described video uses a separate audio track Canadian Radio-television Telecommunications Commission (CRTC) requires broadcasters to provide at least 4 hours per week of described programming

9. @a11ymedia WE CALL IT DESCRIBED VIDEO… Audio description (AD) uses a program host or announcer to provide a basic voice-over, reading text and describing graphics that appear on the screen Broadcasters are expected to provide audio description

10. @a11ymedia POST PRODUCTION DV Descriptions are added to the program after the show has been produced and packaged Involves a scriptwriter, a narrator, an audio mixer and a producer Descriptions are added wherever there is room within the dialogue in the program. Sometimes it is necessary to speak over the program dialogue to convey essential visual details

11. @a11ymedia LIVE DV Live describe from a voice booth during the telecast Voices are mixed with the program audio Supported from a control room by a director and a researcher, who provides valuable information on upcoming or current visuals.

12. @a11ymedia EMBEDDED DV Description is built into the script and on-camera performances during the production itself Fully describe details using the persons within the scene itself or through the primary narrator of the program Must integrate the description writer into the production team This person advises the traditional production crew to describe the visual details during the shoot or script writing stage Description is organically built into the production and results in a seamless experience for all audience members.

13. @a11ymedia STATE OF DV IN CANADA CRTC requires broadcasters to provide at least 4 hours per week of described programming AMI-tv available 24/7 with open description for all programs CRTC and Canadian Association of Broadcasters (CAB) Described Video Working Group Technical: One button solution, DV on HD, EPG display DV Awareness: DV TV Guide and 1800 number, PSA

14. @a11ymedia BEST PRACTICES Accessible Media Inc. (AMI) and the Canadian Association of Broadcasters have begun to develop Described Video (Audio Description) Best Practices (DVBP) for the Canadian broadcasting industry with the support of the CRTC. Producers of description along with broadcasting industry and community group representatives have come forward in an effort to standardize its delivery.

15. @a11ymedia SCIENCE AND ART What is the correct interpretation? Bring everyone to the table Find common ground in the science 1.Analyze, prioritize and agree upon the art 2.Lead the industry to uniformity 3.Adopt the standard and increase availability 4.Strive for cultural inclusion

16. @a11ymedia SCIENCE Common similarities in process, function and meaning TECHNICAL Harmonize your delivery with the content of the showObserving closely and accurately Understanding the non-visual perspectiveUnderstanding and appreciating the presentation Writing (speak) simply, clearly and conciselyRespecting the audio Disappear

17. @a11ymedia ART Analyzing, prioritizing and agreeing upon artistic differences while ensuring that the need for quantity does not affect the quality QUALITY Intelligibility of different description pacing speeds Subjective interpretation Political correctness Expression terminology Describing race Credits Period pieces Distinguishing ambiguous directions Cinematography Identifying titles Scene Transitions Subject order Pauses Use of profanity Onscreen Maps Describing sound effects Volume levelsMusicDance

18. @a11ymedia TOPIC, DEFINITION, TECHNIQUES Evaluation in a cross comparison process More than a simple list of instructions for how to produce standardized good quality DV Additional qualifiers; years of experience community relationships industry collaboration and understanding of consumer needs

19. @a11ymedia DESCRIBED VIDEO BEST PRACTICES The final product of the Described Video Best Practices process will be a document in two parts in consideration of the “living” nature of the practice. 1.High level guidelines for description along with detailed definitions and recommended techniques for implementation. 2.A description quality evaluation tool based upon years of experience, established community relationships, industry collaboration and a understanding of consumer needs.

20. @a11ymedia UNIFORMITY Consistency to allow for increased availability A standard upon which to build; – Simplification of process – Reductions in cost – Developing best practices – Evolving over time as a “living” document Operating within a framework in an effort to find a balance between science and art

21. @a11ymedia ADOPTION Increasing the levels of described content Standards can achieve that in a consistent manner Increases will take time and dedicated intent Opportunities exist to begin to develop standards now while the industry practices continue to evolve As they evolve, best practices will be defined based upon consensus, measurement criteria will be become clear and the barriers to achieve the goal will be addressed

22. @a11ymedia INCLUSION Description standards could eventually be considered at an international level on par with internationally recognized web accessibility standards and guidelines Uniformity across the industry internationally, with regional and cultural considerations, is necessary to ensure that we arrive there OrganizationsCountries United Nations International Telecommunications Union (ITU) United States International Standards Organization (ISO) Australia

23. @a11ymedia CASE STUDY CANADA Canada is unique within an environment of governmental, industry and community support in a regulated broadcasting system – The establishment of AMI – Focus on Canadian culture – Building a collaborative base upon which to build a standard With a similar intent Canada could be considered a model for media accessibility accommodations in any country

24. @a11ymedia STAYING IN TOUCH http://www.ami.ca Twitter: @a11ymedia Facebook: Accessible Media Inc. YouTube: http://www.youtube.com/accessiblemedia/

25. @a11ymedia THANK YOU!