1. 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. 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. 3 © Peter Olaf Looms 2013 How is TV changing in the 21st century?

4. 4 © Peter Olaf Looms 2013 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! 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 4

5. 5 © Peter Olaf Looms 2013 TV viewing in Denmark 2012 average 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. 6 © Peter Olaf Looms 2013 The technologies we use are changing Danish Household ownership 2002-12

7. 7 © Peter Olaf Looms 2013 € million Advertising revenue is changing Advertising spend 2004-2011 in Denmark

8. 8 © Peter Olaf Looms 2013 Media Consumption is Changing minutes per day - Danes in 2012

9. 9 © Peter Olaf Looms 2013 Expectations of TV are changing Content on the devices viewers want

10. 10 © Peter Olaf Looms 2013 At least 1 in 6 encounter major barriers Demographics are changing Not everybody benefits from TV on these devices

11. 11 © Peter Olaf Looms 2013 A further 2 in 6 encounter minor barriers Demographics are changing Not everybody benefits from TV on these devices

12. 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. 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. 14 © Peter Olaf Looms 2013 Is TV “accessible”?

15. 15 © Peter Olaf Looms 2013 “Accessible” means different things

16. 16 © Peter Olaf Looms 2013 “Accessible” means different things

17. 17 © Peter Olaf Looms 2013 Accessibility & Usability? Source: http://justincaseyouwerewondering.com/wp-content/uploads/2012/01/UsabilityTest.png http://justincaseyouwerewondering.com/wp-content/uploads/2012/01/UsabilityTest.png Developer watching video of usability test

18. 18 © Peter Olaf Looms 2013 Digital Literacy? Source:http://www.bbc.co.uk/news/uk-england-norfolk-13338249http://www.bbc.co.uk/news/uk-england-norfolk-13338249 NUCA film makers inspire offliners to take first click

19. 19 © Peter Olaf Looms 2013 “Accessible” means different thingsAccessibilityAccessibility

20. 20 © Peter Olaf Looms 2013 What do we know about the needs of viewers with disabilities? Deaf Blind

21. 21 © Peter Olaf Looms 2013 What do we know about the needs of viewers with disabilities? Deaf Blind Impaired Hearing Impaired Sight

22. 22 © Peter Olaf Looms 2013 What do we know about the needs of viewers with disabilities? Deaf Blind Impaired Hearing Impaired Sight Brain Damage Impaired Cognition Impaired Dexterity Chair- ridden What is needed?

23. 23 © Peter Olaf Looms 2013 TV Accessibility ViewerTV

24. 24 © Peter Olaf Looms 2013 TV Accessibility Watching TV alone or with someone...

25. 25 © Peter Olaf Looms 2013 Accessibility and Age Viewers all have different needs...

26. 26 © Peter Olaf Looms 2013 Accessibility and Age Kids also have needs when they watch TV

27. 27 © Peter Olaf Looms 2013 TV Accessibility ViewerTV A change of perspective: from disabilities to inclusion

28. 28 © Peter Olaf Looms 2013 TV Accessibility TV - Action is needed on 5 fronts: 12345

29. 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. 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. 31 © Peter Olaf Looms 2013 2. What are the options? What can broadcasters do to make a difference?

32. 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. 33 © Peter Olaf Looms 2013 Intelligibility (audio & pictures) Why do actors mumble on Danish TV? 1

34. 34 © Peter Olaf Looms 2013 This goes for both DR and TV2 “The Eagle” - a DR crime series. “The Eagle” - a DR crime series. 1 Intelligibility (audio & pictures)

35. 35 © Peter Olaf Looms 2013 Intelligibility (audio & pictures) 1 The World Cup (Soccer) 2010

36. 36 © Peter Olaf Looms 2013 Intelligibility (audio & pictures) 1

37. 37 © Peter Olaf Looms 2013 Intelligibility (audio & pictures) 1

38. 38 © Peter Olaf Looms 2013 Intelligibility (audio & pictures) 1

39. 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. 40 © Peter Olaf Looms 2013 Access services Inter- and subtitles (1903) Visual signing (1929) Audio Description (1981) 2

41. 41 © Peter Olaf Looms 2013 Subtitles in the TV picture 2

42. 42 © Peter Olaf Looms 2013 Subtitles - 1st generation 2 Teletext

43. 43 © Peter Olaf Looms 2013 Subtitles - 2nd generation 2 Subtitles (DVB)

44. 44 © Peter Olaf Looms 2013 Subtitles - 3rd generation 2 Subtitles (HbbTV) The viewer can adjust the colour, contrast and size

45. 45 © Peter Olaf Looms 2013 Spoken subtitles 2 Subtitles Viewers with cognitive disabilities, dyslexia, immigrants

46. 46 © Peter Olaf Looms 2013 Audio Description 2 Also for viewers with cognitive impairments

47. 47 © Peter Olaf Looms 2013 Visual Signing 2 The Signing Channel (DVB)

48. 48 © Peter Olaf Looms 2013 Visual Signing 2 Viewer control (HbbTV) The viewer can customise the intepreter size & position

49. 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. 50 © Peter Olaf Looms 2013 Meta-content 3

51. 51 © Peter Olaf Looms 2013 Meta-content 3

52. 52 © Peter Olaf Looms 2013 Meta-content 3

53. 53 © Peter Olaf Looms 2013 Meta-content 3

54. 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. 55 © Peter Olaf Looms 2013 TV Accessibility What does the viewer have to do to find a programme she wants to watch?

56. 56 © Peter Olaf Looms 2013 TV Accessibility Elders find it difficult to move from on - off to “point-and-click” paradigm IBB / Connected TV is also a problem

57. 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. 58 © Peter Olaf Looms 2013 TV Accessibility How does the TV receiver work with other devices the viewer needs to use?

59. 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. 60 © Peter Olaf Looms 2013

61. 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. 62 © Peter Olaf Looms 2013 Carrots and sticks Cost-benefit Increased capital and development costs small Cases from BBC Leads to... Improved viewer satisfaction Reduced churn (Pay TV)

63. 63 © Peter Olaf Looms 2013 Sticks Legal & regulatory obligations Risk of sanctions from government and general public

64. 64 © Peter Olaf Looms 2013 Celebrate human diversity A

65. 65 © Peter Olaf Looms 2013 B Focus on accessibility not disabilities

66. 66 © Peter Olaf Looms 2013 Media as end-to-end services C

67. 67 © Peter Olaf Looms 2013 24 Peter Olaf Looms Carrots and Sticks – The European Case for Accessible Media 24 Media Accessibility - a shared responsibility... Media Accessibility - a shared responsibility... Source: Hemmati, Minu. (2002) Multi-Stakeholder Processes - Beyond Deadlock and Conflict. London: Earthscan. D

68. 68 © Peter Olaf Looms 2013 “Nothing for us without us”

69. 69 © Peter Olaf Looms 2013 International Telecommunication Union 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 25 DK-2950 Vedbæk DENMARK E: polooms@gmail.com M: +45 51 56 75 46 Thank you for listening