Ofcom has today published independent research into UK Audio Description (AD) awareness levels.
The research was commissioned to measure awareness of the service both before and after the Ofcom-led Audio Description Awareness Campaign. It revealed that amongst people with visual impairments, awareness levels increased from 43 per cent to 72 percent following the campaign. Amongst the UK population, awareness increased from 37 per cent to 60 per cent.
Audio Description is a service currently available on some television programmes on a variety of channels. It is comprised of a separate audio track in which a narrator uses spaces in the original soundtrack of a programme to describe on-screen action, body language and facial expressions for the benefit of people with visual impairments.
In 2006 Ofcom found awareness levels within the UK population to be low compared to awareness of subtitling and sign language services. Ofcom worked with 16 broadcasters and the RNIB to implement a substantial media campaign with promotions appearing on more than 70 channels over a six week period in February/March 2008.
Whilst the campaign has clearly been successful in increasing awareness, the research also revealed that 28% of all visually impaired people remain unaware of the service and that further awareness raising activity may be required to address this.
The research also indicated that more information needs to be communicated to the visually impaired community about how to access Audio Description.
Nearly all existing users of Audio Description felt that the service improved their understanding and enjoyment of TV programmes, and the research found that increasing the amount of audio described programming would be the primary way of increasing usage of the service within the visually impaired community
The full research can be found here:
An audio version of this text can be found here:
Further information about audio description for blind and partially sighted people, including details of equipment can be found here; http://www.ofcom.org.uk/tv/ifi/tech/audiodescription/
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