For years we campaigned for the audio description (AD) targets for broadcasters to be doubled to 20 per cent of programming. Now all the hard work by campaigners over the past decade has paid off.
Sky, BBC, Channel 4 and ITV have all committed to audio describing 20 per cent of their programming. Delivering more AD sooner than increasing the targets would.
Plus on 15 July 2010, following a meeting with RNIB, the Minister for Broadcasting, Ed Vaizey MP, announced his strong support for 20 per cent AD.
What is audio description?
Audio Description (AD) is like a narrator telling a story, an additional commentary describes body language, expressions and movements, making the story clear through sound. It describes what might otherwise be missed by a blind or partially sighted person. It is only available on digital television.
You can find out more about Audio Description by visiting our Audio Description Webpage
Campaigning for the increase
2006
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Ofcom looked at AD guidance and concluded, "It would be premature to make any recommendation to the Government for changes to the statutory quota for audio description, until awareness improved and the level of take-up amongst potential beneficiaries became clearer."
2008
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Awareness of AD had dramatically increased.
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Freeview equipment that receives audio description was now much more widely available.
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All customers of Sky and Virgin Media received AD automatically.
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During 2008 we had individual meetings with over 70 MPs to demonstrate audio description and 153 MPs signed an Early Day Motion (a kind of petition for MPs).
2009
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February saw MPs attend an event to see the impact of Audio Description first hand. Experiencing the benefit AD can have for blind and partially sighted people MPs learnt how they could help take forward the campaign.
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Sky voluntarily raise their AD output to 20 per cent
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Ofcom opened a consultation on access services on television. Hundreds of campaigners wrote to them to ask for 20 per cent.
2010
How can I get involved?
If you want to campaign for vital services such as Audio Description and be part of a network that pushes for real change in both national and local policies, join our campaign supporters network online.
Further information
For further information on Audio Description and how to recieve it please call our helpline on 0303 123 9999 or at helpline@rnib.org.uk.
Alternatively, for information about campaigning for more Audio Description to be available you can contact the campaigns team at campaigns@rnib.org.uk or call us on 020 7391 2123