Interview: Media Access Australia (MAA) turns up the volume on Audio Description
by Ted Mc, from BlindMind.net, 22 Feb 2010
Similar to closed captioning accessibility for the deaf, the blind and visually impaired equivalent is audio description of non-verbal activity in between dialogue in TV shows and on DVD releases, Media Access Australia (MAA) helps to raise awareness of the technology and facilitate the increased participation of television networks and DVD publishers to continually bring accessibility to new heights.
I had the opportunity to speak to several members of the organisation to learn more about what they do, what the current status quo is, and where they're headed. In this BlindMind.net interview, I'm joined by MAA CEO Alex Varley, Marketing & Communications Manager Belinda Kerslake, and Project Managers Ally Woodford and Chris Mikul.
BlindMind.net: Media Access Australia advocates for, among many other things, the mainstreaming of assistive technology in the media, specifically audio descriptions for television shows and DVD releases. What is the history of MAA's struggle for this, when did it start, and why?
Belinda: Media Access Australia began the campaign for audio description approximately 6 years ago in our previous incarnation as the Australian Caption Centre. We have long been involved in lobbying government and industry for increased captioning levels, but with the advent of audio description we began to broaden our services into this new technology.
Our first foray into audio description was in partnership with Roadshow Entertainment, funded by the federal government's Department of Family And Community Services. The grant supported a pilot project to investigate audio description and produce 10 audio described DVD's. These DVD's are still available today, and include titles such as Million Dollar Baby, and Stage Beauty. Since the grant, major DVD distributors have put measures in place to ensure DVD titles are imported with audio description where available, or that audio description is created where possible.
Audio description has often been referred to as the poor cousin of captioning. Captioning has a longer technological history, and had been successfully established on a number of formats long before audio description was commercially developed. As an access feature for people with sensory impairments, it has a lot of catching up to do to be considered equally within the media industry. While consumer organisations representing blind and vision impaired people were doing a great job with advocacy, we recognized an opportunity to assist them with our technical knowledge and industry contacts, established through our captioning services. Although this is a long slow process, inroads have been made, particularly within the DVD and cinema industries. Audio description on television in Australia is yet to begin, although the previous technological roadblocks are easing with the introduction of digital and interactive TV.
Access to media for blind people is important for educational outcomes, workforce participation, and social inclusion. Media Access Australia will continue to partner with consumer groups, and work within industry and government to promote and develop audio description nationally and internationally.
History of things MAA has done in terms of AD
Our initial involvement in AD was when, as the Australian Caption Centre, we carried out the DVD pilot project funded by the government, which involved creating AD software, training people to audio describe, and producing the first DVD's to be described in Australia. We have run AD information roadshows, in partnership with Vision Australia, and launched the website http://www.audiodescription.com.au. We are part of the Australian Human Rights Commission's Access to DVD round table. We sponsor Vision Australia Radio and have a weekly segment dealing with AD and other issues for the blind and vision impaired. We have a close working relationship with Blind Citizens Australia (BCA) on policy and advocacy issues. Late last year, we launched an information campaign to help increase awareness, including a brochure in large print, an audio format, and an AD infoline: 1300 165 642.
BlindMind.net: I know that DVD releases are set to have a record year in terms of the number released in the country with Audio Descriptions. Is this because Australian publishers of those shows and movies are coming around to the idea voluntarily, because of pressure you're putting on them, or because we're simply importing more of our content from overseas where Audio Descriptions are more readily available?
Ally: A combination of all of the above! There are a range of DVD distributors in Australia: some are wholly Australian, some are parts of large multinational companies and some are smaller independent distributors.
The Australian Human Rights Commission hosted a round table on DVD access in 2007. Participants were MAA, consumer groups, the Australian Visual Software Distributors Association (AVSDA), and some of its members including Roadshow Entertainment, Universal Pictures and Warner Home Video. An outcome from these meetings was AVSDA's development of an access framework, which can be read on on this website - www.avsda.com.au/dvdaccess.asp. The major outcome of the meeting was simply the education of distributors about importing access features with their titles.
The components of a DVD, for example the feature, language options, gag reel, director's commentary, cast interviews etc, are generally imported from international territories by a majority of DVD distributors. It is at this importation point that audio description is requested by the Australian distributor, if audio description has been created at the source. The components are then constructed in Australia to produce the Region 4 DVD edition. Some Australian DVD distributors build their own DVD's locally and create their own audio description soundtrack locally also.
The reasons given by industry as to why a DVD may not have audio description are numerous. It may be because there was no description available to be imported; there was too tight a time frame to track down the the description internationally; there was not time to create the description locally; or there was no budget to create the description.
Media Access Australia continues to regularly report to industry, consumer groups and the Australian Human Rights Commission on the levels of DVD access for both audio description and captioning and liaise with the industry association and its individual members on way sto increase the rates of access.
BlindMind.net: On the subject of overseas countries, the U.S and particularly the UK seem to be miles ahead of us in Australia in terms of accessible media content, yet the percentage of the population who are blind or visually impaired here is every bit as high if not higher. How does Australia compare to other western nations at the moment from your point of view?
Ally: For DVD, we compare favourably against the USA and Canada and we are at level pegging with the UK, with the current level of audio description on new release, rental DVD's standing at around 25%. The majority of DVD's released in Australia actually are imported from the UK were audio description has long been a world leader. Up until only recently, Australian distributors were still importing titles without audio descriptions that were described in the UK. the education process to ensure this soundtrack is imported is virtually complete now, and it is rare for Australia to miss out on a title that was described in the UK. What is now sending us ahead of the UK is the production of audio description releases from roadshow Entertainment, an independent Australian distributor. Roadshow have released titles such as 'Kath & Kim', 'Sea Patrol' and 'Thank God You're Here' along with a number of movies, with description.
These titles are not exported to other territories though, In turn, the UK may release titles with audio description that are not exported to other territories, so even though are rates are very similar these days, our titles with audio description may differ,
The USA and Canada (Region 1 DVD) have recently begun to produce audio described DVD's but it will take them a while to catch up to the UK and Australia. Having said this, this development from undoubtedly the home of blockbuster audiovisual entertainment, can only positively influence other territories and distributors to follow suit in making audio description a regular part of DVD production.
Another influence on audio described DVD rates is the vertical integration of major distributors with their cinematic arms. This is in reference to distributors such as Sony, Universal, Paramount and 20th Century Fox as examples. All these companies are producers of films. These films are often audio described and captioned for theatrical release (this refers to a film in cinemas). The access files created for the theatrical release will then be reformatted for the next stage of the film's life which is DVD. Following on from this, the files can be reformatted for television and downloadable versions. Therefore cinema access can play a very important role in the rates of audio description for DVD and other media formats.
One of the areas where Australia falls most behind is the lack of an audio description service on television. Audio description levels in the UK are set by Of com, the industry regulator, and stand at 10% for most of the main channels (although some voluntarily do more). there is currently no legislation in the US stipulating AD levels, but a significant number of programs are described.
BlindMind.net: What do you see as the biggest barrier to an acceptable level of content being made available?
Alex: One barrier is the definition of what is acceptable and this is where consumer groups play a highly important advocacy role. In an ideal world 100% of audiovisual media content would be accessible to all people with hearing or vision impairments. But the media industry at this point in time is not prepared for this commitment. Media Access Australia works on the notion of incremental increases to achieve full access. With this in mind, it turns to international markets to learn of what types of technologies are available and in use, what legislation and quotas are in place, and how these things can be adapted to the Australian market. This information is then provided to consumer groups and used to frame local targets for access, all with the ultimate goal of working towards 100%, but in the knowledge that this may take years depending on the media format.
BlindMind.net: What would you deem as an acceptable level of audio description-enabled TV shows and DVD releases?
Alex: Media Access Australia believes that what is deemed an acceptable level of access on any media format is an area for consumer groups to respond. We focus more on providing information about the international situation and what is possible.
BlindMind.net: Using Pay TV as an example, what exactly is involved in providing some level of audio description in popular TV shows? I noticed on my own Pay TV set top box, in the audio setup menu, there is a section for different audio channels, currently making some other languages available for some shows.
If the technology is already there, and set top boxes don't even need to be replaced to accomplish this, are we literally just talking about the cost of a person being paid to sit in a booth and record the descriptions? Of is it more complicated than that?
Chris: Pay TV could start providing audio description right now. The Comedy Channel recently broadcast episodes of the their Chaser with a cast commentary that could be activated by pushing the red button on the remote.
To create audio description, a script is first written, with each piece of description fitted in between gaps in the dialogue (which can be quite tricky). Each piece of description is tied to a timecode on the program. The script is then recorded (either by the person who wrote it or a voice artist) using audio description software which indicates the points where the description has to start and finish. The software automatically lowers the audio level on the soundtrack when there is a section of description, although this may need to be tweaked by a sound engineer (so the sound of a crowd roaring, for example, may need to be turned down a bit more so the description can be heard).
BlindMind.net: Similar to how we import DVD's from the U.S and UK that already contain audio content, would it be an easier or cheaper to import the Audio Description channel along with a popular TV show, for instance NCIS or Heroes? Couldn't the channels who air those show here simply re-stream the already-recorded audio descriptions from other countries?
Chris: Yes, audio description soundtracks could be imported from overseas and used here . At the moment though they would have to be broadcast as 'open' audio description (i.e it would be heard by everyone). In the UK and US, audio description is broadcast on a second audio stream, which can be accessed with some set-top boxes. Developments in digital broadcast should make the broadcast and reception of closed audio description possible in 2-3 years, perhaps sooner.
BlindMind.net: Do you think we'll ever see the day when movie theatres provide headphones to the blind and visually impaired on their way into a movie, so they can hear Audio Descriptions on current releases, like they do somewhat in Britain? And how about live theatre? Any chance of seeing Jersey Boys and hearing audio descriptions during the show sometime in the future?
Ally: You can do this now - if you live near any of the 12 cinemas in Australia that currently provide audio description headphones to vision impaired movie patrons. These cinemas are part of the 'Helping Older Australians Enjoy the Movies: Accessible Cinema' project that was funded in 2009 by the Australian Government's Office of Health and Aging. The cinemas are all smaller, independent locations in every state and territory of Australia. Audio described session times and more information on accessible cinema can be found at www.yourlocalcinema.com.au.
Live theatre performances are audio described on a volunteer basis by a number of providers nationally. A schedule of audio described theatre services can be found at www.audiodescription.com.au/arts/audio-described-theatreschedule.
BlindMind.net: How does the government fit into all this? How much of your work goes to influencing the TV and DVD companies, and how much goes towards influencing the government towards getting the result you're after?
Alex: The main way that MAA works is to provide accurate information on the technical feasibility and costs of access services, access levels overseas and in Australia, and shortcoming in access here (e.g. the quality of captions on TV). We regularly update the news section of our website and publish a printed quarterly Media Access Report which is sent to numerous politicians and government agencies.
While we do meet with politicians and bureaucrats, probably the most important way we attempt to influence the government is through detailed submissions to inquiries such as the Media Access Review. We also look at practical ways in which the Government could help the process. For example, in response to the recent Media Access Review we called for the Government to adopt
WCAG 2.0 to then be a leader for disability web access and to encourage others to do the same.
BlindMind.net: Are we as blind and visually impaired people asking too much in the way of special treatment on this issue? For instance, how does the amount of content available to blind and visually impaired persons compare to the amount of captioning and other types of assistive technology for the deaf in Australia?
Alex: Access levels for the blind and vision impaired in Australia are way behind those for the Deaf and hearing impaired. Thanks to a combination of legislation and an agreement brokered by the Human Rights Commission that networks are exempt from the Disability Discrimination Act if they meet certain caption quotas, 80% of programs broadcast on primary channels between 6am and midnight will have captions. there is no audio description on Australian TV. Only 12 cinemas currently have the capacity to provide audio description, while 24 can show films with captions.
BlindMind.net: With technology expanding so quickly these days, there seems to be less and less excuse for these companies not to own up to the responsibility of making their products appeal to everyone. What is the best way for interested parties to show their disapproval of the current state of things? Do we just vote with our feet and keep buying our movies from eBay in the states, that have audio descriptions? Do we write to these companies? How do we get them to understand us? Is there some sort of coordinated effort along these lines, or should we simply start writing letters to everyone? I noticed Foxtel has an advocacy link at the bottom of their home page fo communication of this type of complaint. Is that the answer?
Alex: It is important that consumers write to DVD distributors, cinemas, TV stations and other industry bodies to let them know about audio description (knowledge of the service is still low in Australia) and that there is a demand for it. They should also be pressuring the government, through their local MP's, to take action on access issues. The unfortunate fact as that, for industry, access comes down to money, and worldwide experience shows that access levels can generally only be significantly increased if there is government intervention through legislation or compulsory codes.
BlindMind.net: Another way we can probably do our part is to support the companies who are receptive and choosing to provide this type of content. Without asking you to 'name and shame' the organisations who can't be bothered, can you instead tell us some of the ones who are doing a good job.?
Ally: Roadshow Entertainment has been a long time supporter of accessible DVD, through both audio description and captioning and continue to set local benchmarks for access provision.
BlindMind.net: Can you tell us a bit about the recent submissions being taken on accessibility in media, what it was all about, and what may be likely to come out of it?
Alex: The Media Access Review has been going on for some years (it was announced under the Howard government) but an initial discussion paper was released in November. This listed the actions in various areas that the government was considering. One of the most positive aspects of the paper was that it seems like the government will support an audio description trial on the ABC (probably on ABC2). This would involve 'open' audio description (i.e. all viewers would hear it) of a few hours of programs each week, and allow a lot of the production and supply issues surrounding AD to be sorted out in the lead up to a 'closed' AD service being introduced.
BlindMind.net: If people want to know more, support your organisation, or otherwise get involved what should they do and how do they find you?
Belinda: We make sure our website - www.audiodescription.com.au - is kept up to date with all the latest development in access in Australia and overseas. We can be contacted by phone on (02) 9212 6242,, or by email to info@mediaaccess.org.au
They can also hear Ally each week on Vision Australia Radio as she's on regularly to talk about the latest AD DVD releases. Listeners should check the program guide at www.visionaustralia.org. The time and AM radio frequency varies based on your location, so check their website for full details.
Posted by Ted Mc at 22 Feb 2010, 10:24 AM 
Categories: Visual Impairment, Discrimination, Blind, Audio Description, Miscellaneous, Accessibility, Feature, Technology, Interview, Advocacy
Tags: interview visually impaired Discrimination Media Access Australia audio description Vision Australia blind accessibility technology Advocacy
Categories: Visual Impairment, Discrimination, Blind, Audio Description, Miscellaneous, Accessibility, Feature, Technology, Interview, Advocacy
Tags: interview visually impaired Discrimination Media Access Australia audio description Vision Australia blind accessibility technology Advocacy
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