
Recently Descriptive Video Works was delighted to attended the Merging Media conference in Vancouver, B.C. The 2 day conference was a convergence of content makers, developers and distributors spanning the worlds of Film, Television, Gaming and Digital New media.
Spanning the 2 days were many fascinating and inspiring talks that served to highlight how technology is radically changing how we all view and interact with content. Just as there are many, many different channels catering to every niche interest imaginable there are just as many ways to view programming. In the next few years just as many people will be viewing movies, television shows and web series on mobile devices such as the iPhone and Android and tablets such as the iPad and the Samsung Galaxy Tab 3.0 as there are people watching content on their computers and on television.
Technology is also creating a radical shift in how content is produced. Anyone can now get their hands on a cheap camera that shoots in full HD. There are a multitude of Apps and tools for editing, adding effects, creating music, mixing audio, etc. many of which are free. Its being touted as the “democratization” of media. Where previously one needed large sums of money and resources available, now anyone can be a content producer.

With the shift in viewing habits, financing models are also changing. Advertisers are finally realizing that there are just as many (if not more) eyeballs watching sites like Youtube than traditional network television. Advertising spends on Youtube tripled in just the last 12 months. In terms of how many viewers are watching TV vs online channels, the numbers are staggering…
In 2010 the highest rated Network show was American Idol averaging around 20-25 million viewers. By comparison, the top five most-watched Youtube channels all have well north of 100 million views! (Check out the Youtube most subscribed channels list here). However, not a single web series in Youtubes top 100 list offers descriptive video services…
At the Merging Media conference we were surprised at how many content creators had little to no knowledge of descriptive video or audio description services like those we provide. All the content creators we spoke with were also shocked at how large an audience they are ignoring by not making their content accessible. In North America alone there are more than 20 million people who suffer from a serious form of vision impairment and as the population ages this number will only increase.
The takeaway for us from the conference is the importance of education and the need for increased advocacy. The new FCC rules that will be coming into effect in July 2012 regarding mandatory weekly percentages of accessible programming on network television are a good start but, are only the tip of the iceberg.
Technology is making a difference for the blind and vision impaired with software such as text to speech. Many are excited at the possibilities of the personal voice assistant, Siri, that was recently launched with the new iPhone 4s. Google (which includes Youtube) has guidelines on how to use their accessibility products but these products are limited, many do not know about their existence and the majority of video content creators are not even contemplating accessibility.
Given the radical shift in how and where more and more people are viewing media content, it is vital that we all do our part to ensure that those suffering from vision loss are not excluded.
If you are a content creator, an app developer, a broadcaster or have any questions about making your products more accessible please contact us via our homepage at Descriptive Video Works, we’d love to hear from you!
You can see samples of some of our work here.
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