1. 1 Geneva, Switzerland, 25 October 2013 Users, Content & Accessibility Peter Olaf LOOMS Chairman, ITU-T FG AVA polooms@gmail.com ITU Workshop on “Making Media Accessible to all: The options and the economics” (Geneva, Switzerland, 24 (p.m.) – 25 October 2013) 1

2. 2 What this talk is about Content, including user-generated content (UGC) Crowd-sourcing Non-traditional models for making AV content accessible 2

3. 3 1. What do we mean by content? TV-programs Access Services ‘Meta-content’ 3

4. 4 Who produces the content? TV-programs User Access Services ‘Meta-content’ 4

5. 5 Who produces the content? Non-traditional (=UGC)

6. 6 Who produces the content? Traditional Supply Chain CE Manu- facturers Consumer Bodies/ Disability assoc. Software & Equipment Suppliers Broadcaster associations Trade associations Software & Equipment Suppliers Trade associations Regulators and legislators & promos 1 2 3 4 5 67 89 10 6

7. 7 Who produces the content? Traditional Supply Chain CE Manu- facturers Consumer Bodies/ Disability assoc. Software & Equipment Suppliers Broadcaster associations Trade associations Software & Equipment Suppliers Trade associations Regulators and legislators & promos 12 34567 89 10

8. Who produces the content? Non-traditional access services Production of access services Production of access services Who makes the subtitles? Who distributes the subtitles? Who pays for production & distribution? Who assesses accessibility?

9. 9 Who produces the content? Non-traditional access services 9

10. 10 Case 1: Users make subtitles Source: http://www.bbc.co.uk/news/technology-23252523http://www.bbc.co.uk/news/technology-23252523 Source: http://www.bbc.co.uk/news/technology-23252523http://www.bbc.co.uk/news/technology-23252523 10

11. 11 Case 1: Issues and Take-aways Intellectual property rights and accessibility WIPO Conference made progress for fair-use provisions for e-books for screen readers (visual impairments) No general ‘fair-use’ provisions for accessibility and other audiences (both individuals with functional impairments and inter-lingual communication) Get stakeholder buy-in! 11

12. 12 Case 2: Subtitles on Ted Talks

13. 13 Case 2: Subtitles on Ted Talks 13

14. 14 Case 2: Subtitles on Ted Talks 14

15. 15 Case 2: Subtitles on Ted Talks 15

16. 16 Case 2: Issues and Take-aways Operating costs - subtitles TED TALKS shows that it can be done for multiple languages A mix of traditional models for production and non-traditional (TED TALK users contribute and evaluate the subtitles and transcripts) Virtuous Circle - ‘success breeds success’! 16

17. 17 Case 3: Crowd-sourcing & Media Accessibility - EIII

18. 18 Case 3: Crowd-sourcing Cost-effective accessibility tests? 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

19. 19 Case 3: Crowd-sourcing& Media Accessibility - EIII 19

20. 20 Geneva, Switzerland, 25 October 2013 Case 3: Crowd-sourcing & Media Accessibility - EIII Objectives - the main objectives of the crowd-sourcing workpackage: a methodology for the user testing of e-accessibility for web and for audio-visual media. a framework to enable user testing of accessibility and usability of the web and audiovisual media using crowd-sourcing. At national level, analyse additional needs for evaluations to find ways to do this with user testing using crowd-sourcing. 20

21. 21 Geneva, Switzerland, 25 October 2013 Case 3: Crowd-sourcing & Media Accessibility - EIII Issues How do we ensure that crowd-sourcing for user testing is inclusive? Pieter Bruegel (1568) The Parable of the Blind

22. 22 Geneva, Switzerland, 25 October 2013 Case 3: Crowd-sourcing & Media Accessibility - EIII Issues How do we ensure that the results of Web checks and AV media evaluations make a difference? Metrics of accessibility Building awareness end-to-end from those commissioning content to those who use it Change management!

23. 23 Case 3: Issues and Take-aways Access service optimization Crowd-sourcing - a good case using both ideological and economic arguments Check that the voices of those excluded are also heard (triangulation with other assessment methods like simulators, user tests) Change management: make sure that we learn from our mistakes! 23

24. 24 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 Chairman: Peter Olaf Looms Ellesvinget 25 DK-2950 Vedbæk DENMARK E: polooms@gmail.com M: +45 51 56 75 46 Skype: pol-denmark WeChat: peterolaflooms Thank you for listening