Television for the Blind

Providing access to Audio Description (AD) in all TV models to enable visually impaired people to enjoy TV programmes


Organisation Name
Sony

Problem
While the majority of consumers have embraced and benefited from the increase in services, channels and programmes today's digital broadcaster provide, many visually impaired people are unable to take advantage of these benefits despite the fact that the technology exists for them to enjoy TV programming as much as those that can see. Until now this technology was available only through the purchase of a separate set-top box or satellite receiver.

The challenge to Sony is how to make the technology for the visually impaired available in more of its TVs?

Solution
Audio Description is an additional narrative soundtrack for blind or partially sighted people. During gaps in programme dialogue, an additional voice explains visual plot points, enabling visually impaired people to follow the storyline more fully.

Audio Description is available on a variety of television programmes throughout Europe but, until now, has only been accessible through the purchase of a separate set-top box or satellite receiver. Now all Sony BRAVIA televisions will include Integrated Digital Television (IDTV) as standard and provide access to Audio Description without the need for an additional decoder.

Most television manufacturers now have products that offer IDTV, a built-in digital tuner that does away with need for a separate set-top box for converting digital channels. However, few-if any-have the ability to offer Audio Description access. Sony engineers and designers constantly assess and refine every aspect of BRAVIA TVs to ensure that they are as good as they can possibly be. One result of this scrutiny is a new, more powerful audiovisual processor, capable of decoding multiple audio channels and thereby providing access to Audio Description in addition to other aesthetic benefits.

Constraints
Lack of legislation: AD is a legal requirement in the UK only
Low AD awareness: Because of the limited availability of programmes offering AD throughout Europe
"Chicken and egg" situation: Slow adoption of AD by TV manufacturers and broadcasters is mutually reinforcing
Benefits
Hugely appreciated by the visually impaired community
Positions Sony as the champion of TV for blind and partially sighted: 30 Million people in Europe
Sets an example for the rest of the industry and enhances Sony's credibility as a TV manufacturer "for all"
Place Of Implementation
Europe

Year Of Submission
2007

Themes
Equal Opportunities and Diversity