AD 2020 What will Audio Description look like in 5 years?
AD 2020 What will Audio Description look like in 5 years?
Slide 1: AD 2020 What will Audio Description look like in 5 years?
Alex Varley
Images: Media Access Australia (MAA) logo with tagline “Inclusion through technology”
Slide 2: The World of 2020
Image: Modern looking lounge room with a TV screen filling the right hand wall with images from X-Factor displayed.
Slide 3: What will we look at?
• Automation
• Presentation standards
• Commercialisation of audio description
• Enhanced audio description
• New developments in technology
• Regulation
• What will not change?
Image: MAA logo
Slide 4: Automation
Image: A woman typing on a laptop surrounded by robots all typing on laptops
Slide 5: Is automation a game changer?
• Visual information is harder to automate
• There is so much to describe
• Yahoo example of picture ID
• A machine will record and time the AD
• The AD voice will be synthetic
• Controls and set ups will be automated
Image: MAA logo
Slide 6: Standardisation
Image: Map of the world with continents shown in different colours
Slide 7: Standardisation
• Technical standards
• Worldwide trend towards "Gold Copy"
• Easy inclusion of access features
• Universal regulations
• Universal quality and presentation standards
• What are the barriers to this?
Image: MAA logo
Slide 8: Presentation standards
• Why is it harder to create quality standards for AD?
• Differences between AD and captions
• AD is more subjective
• Do you assume the audience knows about the program?
• Over analysis – the problem with academia
Image: MAA logo
Slide 9: Follow the money
Image: Piles of overlapping US dollar bills
Slide 10: How will monetising help AD grow?
• AD is a long way behind SDH
• Growth of Baby Boomers and vision loss
• Picture search and description is incredibly useful for search functions/compilation/editing
• Role of metadata in business
• Packaging of AD as part of broad access services
Image: MAA logo Slide 11: Enhanced Audio Description
Image: Animated pile of 5 layered coloured rectangles
Slide 12: Embedded or enhanced AD will be standard
• Linked to receiving AD on mobiles and tablets
• Ability to stop and start content (including live content)
• Multiple layers of AD that you can choose
• Commercial opportunities within those layers
• Less about AD and more about enhanced content
Image: MAA logo
Slide 13: Technology
Image: Curving wall of app icons on a black background
Slide 14: New technology developments for consumers
• See better inclusion in cheaper devices (Android, Windows especially)
• Accessibility of mainstream equipment will slowly improve
• More TVs will have voice menus, but people don’t replace TVs very often
• Specialist technology will become more niche
• There will be a lot of useless apps released
Image: MAA logo
Slide 15: Regulation
Image: Stylised coloured image of the White House and the European Union logo broken up into jigsaw pieces
Slide 16: Regulation challenges and outcomes
• Some countries will not have AD on TV ever
• It will be replaced with hybrid services and online
• NZ model will result in no additional AD on TV, except VOD services
• You will watch content with AD on your own device and it will be mobile
• Regulation will move to a content model and will be an attempted DIY process first
Image: MAA logo
Slide 17: Some things never change
Image: Older couple sitting on sofa as if posing for a photograph
Slide 18: What will be the same?
• AD services will skew towards older people
• TV will be watched mainly on a set in the corner of the lounge room
• AD will not generally be on live programs
• We will still be talking about the need to catch up to captioning
• The issues will be dominated by customer service and poor communication
• There will be a divide between young (online) and old (broadcast)
Image: MAA logo
Slide 19: Final thoughts
Image: Close up of The Thinker the statue by Rodin
Slide 20: Contact
E: alex.varley@.au
Web: .au
Image: MAA logo
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