UK broadcasters to run Audio Description campaign

Friday, 10 February 2012

A campaign is being launched this weekend to raise awareness of a service which can help can transform the enjoyment of TV for people with sight problems.

Audio description (AD) is a free and existing service available on all major TV channels which uses spaces in the original sound track of a programme to describe on-screen action, body language and facial expressions.

This enables people who have difficulties seeing the TV to hear what they can’t see.

From Saturday (11 February) 17 UK broadcasters will start showing promotions to raise awareness of the availability of AD on television.

The campaign will be aired on over 60 channels over the next four weeks.

Why is a campaign promoting AD necessary?

In 2009 Ofcom research showed that only 45% of UK adults were ware of AD.

This means that people who have difficulty viewing the television are potentially missing out on this valuable service.

How do I do I get AD?

AD is a free service. If you have a Sky, Virgin Media, or Freesat box you already have AD. It can be turned on and off using your remote control and on-screen menus.

To get AD on Freeview you can either buy an integrated digital television or connect your television to a digital set top box that is capable of delivering audio description.

For more details about how to get AD call 0845 6 01 01 81 or visit the audio description page on the RNIB website.

What can I watch?

AD is currently available on a range of programmes on at least 64 channels in the UK.

Many popular soaps and sitcoms like EastEnders, Neighbours, Coronation Street and Friends are audio described, not to mention dramas, documentaries, cookery shows, travel programmes, children’s programmes and films.

TV listing guides and electronic programme guides on your TV indicate when a programme carries Audio Description by including the initials AD in the programme information.