Accessibility Insights with David Padmore and Matt Simpson of ITV
Episode four of the Accessibility Insights web broadcast series featured David Padmore, Director of Accessibility for ITV and Matt Simpson, Head of Technology within the Accessibility Services team for ITV.
AbilityNet's, Robin Christopherson MBE, Head of Digital Inclusion joined David and Matt on Tuesday 13 December 2022 at 1pm GMT, to discuss accessibility at the public broadcast television network and on its new streaming platform, ITVX. During the session, they also discussed their work and careers.
You can access the recording below and check out exclusive extra questions answered by David and Matt.
Accessibility Insights with ITV - AbilityNet webinar slides via SlideShare
The Accessibility Insights series is your chance to find out what goes on inside large and often global organisations, learn from their accessibility leaders about the developments in their companies, the impacts of the pandemic, what makes them tick and learn about their accessibility career development. Plus, you will get to find out about their top tips.
Series two so far has been joined by Microsoft, Netflix and Spotify, so we were delighted to be joined by this prominent UK brand.
Meet the experts
David Padmore
David tells us "I've spent 30 years working in the field of television accessibility. I started as a subtitler for the BBC, and was part of the team that delivered huge growth in subtitling for digital television and the early BBC iPlayer. I then led Red Bee Media's access services division for many years, delivering subtitling, audio description and sign language services to many of the world's major broadcasters. I am now the Director of Accessibility for ITV, where I have responsibility for the subtitling and audio description on our linear channels and streaming services. I also lead the team that is responsible for improving the digital accessibility and inclusive design of ITV's technology, both for customers and colleagues."
Matt Simpson
Matt Simpson is the Head of Technology within the Accessibility Services team at ITV. Accessibility Services provides subject matter expertise on digital accessibility, as well as subtitling and audio description services. He has also run his own small consultancy and held roles with Red Bee Media and Sky. At Red Bee he was responsible for the commercial and technical sides of customer relationships. His work at Sky covered live news and sports production, and the creation of systems for handling and presenting data on screen. He has been engaged in various speech technology research projects. These have been both collaborative - such as EU-Bridge - and direct with academic partners.
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The recording, slides and transcript is now available on this webpage.
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Q&As
This webinar lasted for 30 minutes and included an opportunity to pose questions to the David and Matt which they have answered below.
Q: Do you receive your AD files as time-coded files utilizing a markup language to make them more extensible to other versions and platforms?
Matt: We generate the files ourselves using software to create a dual-channel WAV audio file - one channel a control track and the other the descriptions. This is a standard deliverable for UK AD. We have the source project files, which contain all the timing, script and links to individual recordings - but this is in a proprietary format. There has been some work on standardising AD formats for the interchange of the data at this project level, but as yet there’s not a commonly adopted solution, nor any development work player-side to present them to the user.
Q: Audio Description is fantastic but when will it exist for live events and sports such as the World Cup? The timing between radio commentary and TV is different so cannot be used as an alternative to AD on TV?
David: Live AD presents a new set of challenges, particularly in how you avoid crashing the primary audio. We’re exploring solutions at the moment because we would like the capability for big live events. Not sure of the timescales at this point.
Q: Do you think we should be commissioning AD and subtitle files from the producer alongside the media, rather than producing them afterward in a separate process? What are the challenges with doing that?
David: I think that could make sense in many cases. The job of the end publisher (e.g. ITV) could then be to make sure the files are checked, correctly formatted and delivered for the platforms (the last mile), but the initial creation process would be upstream - shifted left like all other accessibility thinking.
Q: I get an issue with CC/AD from BBC to Apple TV which means we can't watch as a family because I can't follow it. Is there anything in progress similar to the big platforms’ voice input work from Apple, Google, Microsoft, Amazon et al for streaming with CC/AD? Sign cross platforms, streamers, content creators?
Matt: We are currently working on improving the accessibility of our TVOS / AppleTV app, and whilst it already supports subtitling and AD we want to make it work more fluidly with VoiceOver. Longer term, we’d like all our variants of ITVX to make the best possible use of the native platform's assistive technologies and personalisation features.
Q: You mentioned that it would be ideal if we kept the accessibility files tied to the content itself when we move the content through different providers (e.g. Amazon, BBC, Netflix). However, they all follow different standards, from technical changes like characters per line, the use of colours for speaker changes vs speaker labelling, etc. or editorial changes such as the use of ellipsis etc. How can we move towards standardisation between these platforms so that these accessibility files can be shared/re-used between providers?
David: Huge question, but you have to start somewhere, so I would suggest at least having an accurate transcript that matches the audio version should be a core element of an asset. Yes, there then needs to be some customisation / quality control per publisher, but less time, effort and cost downstream would mean more subtitles / AD in a timely fashion to the customer. I also think many programme makers probably care more than they realise about the AD script / voice that is used in their work.
Q: Accuracy claims for subtitles/captions by many providers are not 'policed' and there is no agreed measurement method ... especially with the use of automatic captions ... what can be done?
David: To be fair to the UK public service broadcasters, I know they all care about the quality and they build measurement of that into their contracts with suppliers. I agree with the implied point - as automation potential grows, we do need to ensure that proper accessibility is maintained through accurate subtitles. I think Ofcom is very aware of this and I think the broadcasters would agree this is vital.
Q: How do you actively champion Accessibility across within ITV as an organisation?
David: We have established an Accessibility Steering Group which is attended by no less than five members of the ITV senior management team. We also have a developing Champions’ network. We work very closely with ITV Able, which is our disability staff network, and with ITV’s fantastic Diversity & Inclusion team. This year, we’ve also run two Accessibility Summits available to all ITV staff. Plus we stick our noses into every corner, in a constructive way of course.
Q: What level of collaboration goes on between TV companies and companies who provide devices for streaming, e.g. Amazon, Apple, etc?
Matt: Many of us contribute to standards projects and bodies - but these tend to relate to the underlying technologies. There is probably not enough collaboration outside of this, but such collaboration can be challenging in a competitive environment.
Q: My audience is people with various levels of dementia. Does ITV have guidelines for their screen-written content? Can you refer me to any publications or guides their staff use in “writing simple but accurate / faithfully” (alternative text) that is seen on their TV screens?
David: Honestly, we’re further behind on this aspect, as we have been focused on the more technical aspects and the programme content side. However, as an accessibility team within ITV, we completely agree this needs focus and we aim to spend more time on written content accessibility in the future. And as I mentioned in the webinar, working directly with Production is a key focus for 2023.
Q: How would you say you are doing in terms of accessibility compared to the other big UK media companies like BBC and Channel 4? Or would you say you're all on par?
David: The BBC really set a standard in the UK TV industry with the accessibility work they did with iPlayer. Channel 4 has done some fantastic work as well, particularly with the commitment they’ve shown to subtitling, AD and signing volumes on broadcast and streaming. There is a great collaboration and sharing of experience and intelligence between the UK public service broadcasters. I think we keep each other pushing ahead and getting better.
Q: How important do you think it is that ads also include access services? And what are the biggest challenges to making more ads include things like ST?
David: I think this is really important. We subtitle nearly all ITV promos on broadcast, and many ads are subtitled on the broadcast. The next challenge is to extend that access to the streaming services, where the way ads play out is different, so there is some technical challenge to overcome here.
Q: Are the ITV disabled writers in the development programme helping to drive change?
David: The ITV Studios Disabled Writers in Development programme was designed to broaden the pool of d/Deaf, disabled and neurodiverse writers who are ready to be commissioned, writing stories that may, and may not, include disability at the heart of it. The programme has recruited the four writers that will begin their 12 months working with an ITV Studios label to develop a script ready to be pitched to the drama team. We are looking forward to seeing what ideas are developed and the change that developing these writers will bring to the industry.
Q: Have you taken a look at the newly introduced legislation in the US Congress (the Communications, Video and Technology Accessibility Act - the successor to the CVAA)? If so, what do you think?
David: I think it identifies the main issues we are facing but there is greater reach on the US / FCC side than is the case with Ofcom, who don’t have jurisdiction over the platforms or the equipment manufacturers. It will be very interesting to follow.
Q: What can we do as an industry to encourage adding more access services to ads as well as programming?
David: I think we need to make it cheaper and easier, and we need to get out there and speak to the advertising industry. We should also use the likes of Procter & Gamble and Unilever to amplify the message - massive advertisers who already have a strong commitment to accessibility.
Q: Microsoft and Google are using machine learning at scale to improve their captioning engines. Are broadcasters doing this too and do they see machine learning as something that can support accurate captioning?
David: I would think that all captioning providers are using automation to some extent in their processes already. Of course, it has an important and increasing role to play as technology improves. We will get more subtitles/captions everywhere if we can harness productivity gains. But then, at ITV, there is the “Loose Women” test - show me the automatic speech recognition engine that can deliver 99% textual accuracy on that show and we’ll have it cracked.
Q: During your creation of captions and AD, do you as a team have to physically watch every programme and manually create them or do you have any automation tools that help you with this?
David: Both are true. We watch everything but we also do use some automation - particularly in aligning a script with the programme audio, splitting subtitles, assigning colours etc. But you still need a human to write AD and to make sure subtitles are accurate and convey the sense of the programme fully.
Q: If you don't have TV (and a licence) can you watch ITVX online?
David: Yes, you can.
Q: I work with a group of viewers who are 80+ years who tell me that since the launch of ITVX, they're no longer able to access ITV Hub (or ITVX) as it’s no longer compatible. What advice can you give to viewers who can't replace their TV in order to continue enjoying ITV catch up? (e.g., some TVs and Humax Freesat boxes)
David: You’re right, there are a number of TVs and boxes that are not compatible with ITVX due to technology around digital rights management. The simplest way to proceed would be to use a plug-in device such as an Amazon Fire Stick, a Google Chromecast, a Roku stick etc, all of which plug into an HDMI port in your TV, to access ITVX that way.
Q: Please tell us more about your experience with Figma.
Matt: Figma helped us in the 'shift left' approach as it allowed us to interact at the very early design stage - it presented us with the creative work-in-progress in a structured way that we could review and feedback on. It enabled us to steer some of the design work - and provide background and best practices for the development team, but work is still required at every stage during development to test the components. Things can get lost in translation sometimes, or simply not work as neatly in real life as they did conceptually.
Q: Is there a list of developers experienced with cognitively disabled audiences?
Matt: Not that I’m aware of; cognitive-related disability still seems to be quite under-represented all around.
Q: What advice would you give to a team embarking on their accessibility journey for the first time, are there any automated tools your teams found most useful when delivering code, ways of working or processes that gave you the confidence you were doing the right things?
Matt: Make sure you understand the roles and responsibilities of the team members and introduce yourselves early. Plan to be accessible from the start - and at every decision point check that you’ve taken a sensible approach. Be aware of the assistive technology built in as standard to devices, and look to make the most of it. Realise the importance and impact of simple things like keyboard navigation and good alt text tags.
Introduce the importance of accessibility and the difference it can make as part of the general conversation - not an add-on or afterthought. Respect the overall purpose of the business and try to augment the common goal - make a better product, and don’t get stuck in ‘business prevention’ mode.
For testing you will always need to do some things manually - AI and automation can’t be relied on, but good test tools provide a structure to manage data and feedback, and track progress and will probably help test about 30% of the things you need to consider. We use AQA from Usablenet, but that’s quite late in the development cycle; there are other tools targeted more closely at development teams. Try to develop a network of people with disabilities who provide invaluable lived-experience feedback - but do not use them for free testing. The development team needs to be confident in building accessibly themselves; the development tools you use will probably have low cost / no cost add-ons that will make this easier - like Google Lighthouse.
Q: Is ITVX available in other countries, for example, India?
David: No, ITVX is a UK streaming service.
Q: How far do you think the ITV website is from being WCAG 2.1 compliant and then 2.2, is there any strategy you have used to ensure your website is accessible?
Matt: It’s heading in the right direction but there are still gaps. Some of these gaps may always remain as the purpose of the site and our regulatory obligations diverge a little from pure WCAG2.1 compliance. We’ve been looking at 2.2 for a while and will adopt the elements that are relevant and achievable when we can.
Is your date for fixing subtitling issues by the first half of 2023 achievable as you may be reliant on broadcasters to create and upload them?
David: Just to be clear, subtitles work for on-demand programmes on all ITVX platforms and devices. The remaining gap we have is for live channels watched via the ITVX app on Freeview, Youview, Freesat and Chromecast. You can watch live channels with subtitles on all other platforms. And of course, if you have Freeview, Youview, or Freesat, you can watch the old-school linear channel with subtitles. The solution is not reliant on other broadcasters.
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