Tutorial on Audio Visual Media Accessibility (New Delhi, India, 14-15 March 2012) 3b. Media Stakeholders Interests Peter Olaf LOOMS Chairman ITU-T FG AVA polooms@gmail.com 1
Check list Target Groups Incentives, Sanctions Stakeholders Business Models Access Options Costs Proposed Approach Work Flows & Resources 2
Check list Target Groups Incentives, Sanctions Stakeholders Business Models Access Options Costs Proposed Approach Work Flows & Resources 3
Check list Target Groups Incentives, Sanctions Stakeholders Business Models Access Options Costs Proposed Approach Work Flows & Resources 4
Check list Target Groups Incentives, Sanctions Stakeholders Business Models Access Options Costs Proposed Approach Work Flows & Resources 5
Check list Target Groups Incentives, Sanctions Stakeholders Business Models Access Options Costs Proposed Approach Work Flows & Resources 6
Content What does this tutorial cover? Value Chains & Stakeholders A multi-stakeholder approach 7
Outcomes What will I be able to do? Answer some these questions: Who are the main stakeholders in? (free-to-air, Pay, IP) What interests are at stake? Who are the main stakeholders in social media mobile? 8
Stakeholders Creating value 9
Stakeholders Where does the money come from? 10
Stakeholders Where does the money come from? 11
Stakeholders Where does the money come from? 1 4 2 3 a b c d e f 12
Activity 7 American Idol stakeholders their interests Instructions Work in pairs Discuss the six stakeholders in which the 4 categories they go. 13
Stakeholders their interests Subtitles as an example 14
Stakeholders their interests What is quality? 15
Stakeholders their interests Subtitles as an example 16
Key terms Source User 17
Key terms Quality - factors that influence the end to end (e2e) from source to user s device 18
Key terms Quality experience - factors that influence the extent to which the user can use, benefit from enjoy the. 19
Stakeholders their interests Viewers subtitles Deaf viewer: I need the subtitle timing to be precise because I am trying to lipread. channel Contribution Transmission Reception Use Viewers Viewers have different needs that are not always reconcilable Elderly viewer: I need the subtitles because they mumble! Viewer with hearing loss: I want to know what they are saying get the best out my hearing aid Viewer after brain hæmorrhage: I need the subtitles to help me underst what I hear 20
Stakeholders their interests Disability NGOs subtitles channel Contribution Transmission Reception Use Viewers programme programmes, channel channels Contribution to RNID: 25% Distribution potential users do not benefit via from live subtitles because the delay receiver decoder programmes 21
Stakeholders their interests University research subtitles channel Contribution Transmission Reception Use Viewers programme programmes, channel channels Contribution Universities: Distribution We use to an evidence-based via receiver approach to find out what works what doesn t. decoder Our findings are sometimes counterintuitive. programmes 22
Stakeholders their interests Consumer electronics subtitles channel Contribution Transmission Reception Use Viewers programme programmes, channel channels receiver decoder Consumer Electronics Contribution Manufacturers: Distribution We want a Win-Win to situation via - to be able to make money for our shareholders contribute to accessibility with sets that deliver access s like subtitles programmes 23
Stakeholders their interests Pay subtitles channel Contribution Transmission Reception Use Viewer programme programmes, channel channels Contribution to Pay operators: We have statutory requirements to meet. But accessibility in a mature market can help us reduce churn by keeping our customers happy. Distribution via receiver decoder So investing in accessibility costs money but it also pays programmes for itself. We can move fast because we control the value chain. 24
Stakeholders their interests Free-to-air subtitles channel Contribution Transmission Reception Use Viewer Free-to-air : We have statutory requirements to meet. We do not control the value chain because viewers can buy their own receivers. We cannot move fast because we have to rely on stards consensus with the free-to-air programme programmes, channel channels stakeholders Contribution to Distribution via receiver decoder programmes 25
Stakeholders their interests Public broadcasters channel Contribution Transmission Reception Use Viewer programme programmes, channel channels Contribution to Public broadcasters: We have statutory requirements to provide English subtitles on all UK channels. Accessibility is part our commitment to digital media literacy. Distribution via receiver decoder The challenge is to deliver subtitles via broadcast on-dem systems programmes like i-player (more than 50 s devices). Accessibility accounts for 1-2% our production budgets. 26
Stakeholders their interests Commercial broadcasters channel Contribution Transmission Reception Use Viewer programme programmes, channel channels Commercial broadcasters: We have an obligation to our shareholders. As a small player, we have to provide same language subtitles in English-speaking markets foreign language Distribution subtitles in specific national markets which are paid via for receiver via the Pay operator. programmes Same-language subtitles are doable if we re given time. decoder If not, they would account for 10% or more our production budgets. Contribution to 27
Stakeholders their interests production channel Contribution Transmission Reception Use Viewer programme programmes, channel channels Contribution to Distribution via receiver decoder programmes 28
Stakeholders their interests production - not just content! channel Contribution Transmission Reception Use Viewer programme access metadata Usability - end2end programmes, access s metadata channel; playout channel channels Contribution to Distribution via receiver decoder display device (vision + audio) Remote Control Device programmes Access s Information about access s 29
Stakeholders their interests production - subtitles, too channel Contribution Transmission Reception Use Viewer programme access metadata programmes, access s metadata channel; playout channel channels Contribution to Distribution via receiver decoder display device (vision + audio) Accessibility-end2end Remote Control Device programmes Access s Information about access s 30
Stakeholders their interests Also information about! channel Contribution Transmission Reception Use Viewer programme access metadata programmes, access s metadata channel; playout channel channels Contribution to Distribution via receiver decoder display device (vision + audio) Awareness - end2end Remote Control Device programmes Access s Information about access s 31
Stakeholders their interests The impact legislation channel Contribution Transmission Reception Use Viewer programme access metadata programmes, access s metadata channel; playout channel channels Contribution to Distribution via receiver decoder display device (vision + audio) Remote Control Device programmes Access s Information about access s OFCOM+AOD regulators UK Communications Act Requirements for up to 100% subtitling on major channels with public obligations 32
Stakeholders their interests The impact directives, conventions channel Contribution Transmission Reception Use Viewer programme access metadata programmes, access s metadata channel; playout channel channels Contribution to Distribution via receiver decoder display device (vision + audio) Remote Control Device programmes Access s Information about access s UK Government European Union AVMS directive United Nations CRPD 33
Stakeholders their interests The impact stards channel Contribution Transmission Reception Use Viewer programme access metadata programmes, access s metadata channel; playout channel channels Contribution to Distribution via receiver decoder display device (vision + audio) Remote Control Device programmes Access s Information about access s interoperability through DVB stards 34
Stakeholders their interests The impact stards channel Contribution Transmission Reception Use Viewer programme access metadata programmes, access s metadata channel; playout channel channels Contribution to Distribution via receiver decoder display device (vision + audio) Remote Control Device programmes Access s Information about access s interoperability through DVB & operator requirements 35
Stakeholders their interests So what is quality? 36
Activity 8 Accessible media stakeholders in India Instructions Work in groups. Select one the following media Identify the main stakeholders in the value chain, including those who contribute to media accessibility. Bharti Airtel Doordarshan (DD) 37
Activity 8 Accessible media stakeholders in India Distribution Device Use Use Content Service Access s Information about s 38
Activity 8 Accessible media stakeholders in India What are your conclusions? What points are worth noting? 39
Outcomes What should I now be able to do? Answer some these questions: Who are the main stakeholders in? (free-to-air, Pay, IP) What interests are at stake? Who are the main stakeholders in social media mobile? 40
Reading The approach its prerequisites (Who needs to do what so that the viewer can see television programmes with access s? (chapter 4) What additions or changes are required by key stakeholders in the value? 41