Media Accessibility

International Guidelines and the Development of

Descriptive Video Standards

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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• 10 local broadcast centres across Canada

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OVERVIEW

• Through two world leading services, AMI enriches lives and creates a more accessible Canada

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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.

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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’.

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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.

”“

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AMI MISSION STATEMENT:

MANDATE

”“To Make All Media Accessible To All Canadians

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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

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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

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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

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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.

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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.

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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

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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.

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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 art2. Lead the industry to uniformity3. Adopt the standard and increase availability4. Strive for cultural inclusion

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SCIENCE

Common similarities in process, function and meaning

TECHNICAL

Harmonize your delivery with the content of the show Observing closely and accurately

Understanding the non-visual perspective Understanding and appreciating the presentation

Writing (speak) simply, clearly and concisely Respecting the audio

Disappear

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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 levels Music Dance

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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

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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.

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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

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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

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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

Organizations Countries

United Nations International Telecommunications Union (ITU) United States

International Standards Organization (ISO) Australia

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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

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STAYING IN TOUCH

• http://www.ami.ca• Twitter: @a11ymedia• Facebook: Accessible Media Inc.• YouTube: http://www.youtube.com/accessiblemedia/

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THANK YOU!