RNIB has been hugely successful in establishing the audio description (AD) of films as a norm in the production of DVDs and in cinemas across the UK. We now seek to expand and develop audio description services for Bollywood films.
The Bollywood industry produces the largest number of films globally and is known for producing song and dance visual extravaganzas. To ensure that these are enjoyed fully by blind and partially sighted people, it is imperative that audio description becomes an intrinsic feature of Bollywood films.
Bollywood project
RNIB has undertaken this project to look at the specific needs of ethnic minority blind and partially sighted people in the UK. We hope to establish a potential market for audio described Bollywood films and develop a working relationship with the Bollywood film industry.
Our work involves developing links with organisations supporting blind and partially sighted people in the UK and India to enable audio description provision in both countries.
Bollywood surges ahead with Peepli Live
Bollywood has managed to kick off the holiday season for blind and partially sighted Bollywood film buffs with another DVD release with audio description. India's official entry to Oscars in the foreign film category for 2010, Peepli Live. Both DVD and Blu-ray of the film will be made available across the world with audio description.
The film is a comic satire that explores the topic of "farmer suicides" and the subsequent media and political response. Written and directed by Anusha Rizvi and produced by Aamir Khan Productions, the DVD and the Blu ray has been released by Excel Home Entertainment in India and by UTV in the other countries.
Potential audience
A study has been conducted with blind and partially sighted viewers of Bollywood films in the UK and India. This involved focus groups and research across the UK, especially within areas that have a high population of Asian people and dedicated cinemas for screening Bollywood films.
Research findings
The research found that over half of the respondants were more likely to watch Bollywood films if AD was provided.
Other key findings were:
-
AD improved understanding of a film clip shown during the research for blind and partially sighted people
-
the majority of respondents preferred AD in Hindi compared with description in English
-
respondents felt it was important to provide AD during songs as well as in the story
-
there was a significant lack of awareness about AD amongst the respondants.
A set of recommendations have been produced following the research project and this will inform future work in the area of Bollywood films.
The executive summary and the full report are avaliable to download:
Bollywood film industry
We have also explored the potential of AD with the Indian film industry. The response has been enthusiastic and we hope that the industry will take up the recommendations.
Last year, Indian films generated £16 million at the UK box office. The market for Bollywood movies, despite being quite niche, is an important and growing one.
More information
If you would like more information on the Bollywood project or audio described Bollywood films in cinemas or on DVD, please email us at audiodescription@rnib.org.uk or telephone 020 7391 3270.
Our cinema page has more information about audio description in UK cinemas.