UKTV has joined up with The Royal National Institute of Blind People (RNIB) and broadcasters including BBC, ITV, Channel 4 and Viacom, in a campaign to increase awareness and availability of audio description on television.
Audio description is available for free on a number of channels and programmes, but many British viewers are unaware the service exists. It can transform television viewing for people with visual impairments by providing additional commentary and describing expressions, body language and movement.
The advertising campaign is supported by Ofcom and each participating broadcaster has been tasked with creating a promotional trail to highlight the service. UKTV's trail takes inspiration from its hit show Murder on the Blackpool Express, which was the highest rating show on Gold last year, and will air across the network from Monday 6th August until Friday 31st August.
By law, broadcasters have to ensure that at least 10% of programming on channels has audio description. UKTV exceeds this target and plans to further increase the availability of audio description across the network.