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Kennard was at it again in mid-November. The FCC proposed a new rules to require commercial-TV broadcasters in the top 25 markets, as well as the largest national video programming distributors, to provide audio descriptions in their video transmissions so that people who are blind or nearly blind can follow the visual action. The broadcast industry and the disability community are at odds on this issue. But Kennard isn't deterred. He sees the FCC "as a facilitator trying to move the two forces beyond fighting and into a mutually beneficial working environment." In an unsolicited phone call to me on Nov. 23, the FCC chief said: "We cannot afford to leave at least 20% of our society unable to have access to TV programming." And he's right. Video description involves inserting into a TV program or a movie narrated descriptions of settings or actions that can't be seen by blind and visually impaired viewers, such as the movement of a person in the scene. Video description is provided through the use of the secondary audio programming (SAP) channel, so it's audible only when that channel is activated through a TV set or a VCR with SAP capability. CLOSED-CAPTION CLONE. SAP programming isn't just beneficial to the 12 million Americans who are blind or nearly blind. It can help 1.5 million children and adults in the U.S. with learning disabilities by capturing their attention and enhancing their information processing skills. Combined, the U.S. market of people who can benefit from this service is nearly 14 million. The FCC has asked for comment on a proposal that local affiliates for ABC, CBS, NBC, and Fox networks provide a minimum of 50 hours of SAP programming per calendar quarter (roughly four hours per week). Kennard says the FCC will issue proposed rules during the second quarter of 2000, which would take effect at the end of 2001. The FCC also asked for comment on requiring major video programming distributors to carry the SAP programming of the broadcasters affiliated with the top four networks. The proposed rules are modeled after existing closed-captioning requirements for the hearing-impaired. However, because video description technology is not as developed as closed-captioning technology, the FCC has proposed a go-slower approach so as to not impose a significant burden on video programming distributors, Kennard says. Public television stations have been airing video description programming for more than a decade, and the WGBH Descriptive Video Service has described more than 1,600 PBS programs, including daily, weekly, and special programming. Still, the National Association of Broadcasters argues that providing the service as the industry converts from analog to digital technology will be too costly. Officials of the NAB and the four networks declined to comment for this article. BLIND AMBITION. Kennard is blunt in his assessment of the industry's opposition: "It's bogus," he says. "As the digital technology transfer is happening, now is the time to develop the technology to implement the video descriptive service." Today, less than 1% of all television programming contains video description. The FCC is proposing to limit video description rules to analog broadcasters initially. But the agency plans to extend the requirements to digital broadcasters in the future. In fact, the flexibility inherent in digital technology may make video description even easier and less costly. Representatives from the blind community strongly support the proposed rule and issue subtle hints about the pressure they're prepared to bring: "The broadcast industry needs to be educated on the purchasing power of millions of blind and visually impaired people in the U.S.," says Charles Crawford, executive director of the American Council for the Blind. The field is not without pioneers. Ted Turner provides video descriptive services for all those old movies on TNT. Famed Hollywood producer/director Steven Spielberg provided video descriptive services for the movie Schlindler's List. The latest Star Wars movie was closed-captioned, and some movie houses offered audio descriptive services. SAP-FRIENDLY TVs? Eventually, the FCC wants to apply video description rules to all video programming distributors, including all TV stations, cable operators, direct broadcast satellite operators, home satellite-dish providers, open video system operators, satellite master antenna TV operators, and wireless cable operators. It has asked for comments on the costs of video description, including the cost of upgrading equipment (see BW Online, 5/18/99, "How the Force Will Be with Blind and Deaf Moviegoers"). For me, this fight is deja vu all over again. I saw the broadcast industry oppose closed-captioning 20 years ago. Today, closed-captioned TV programs are a commercial success. Advertisers proudly promote their association with this service. Closed-captioning has increased the viewership among deaf and hard-of-hearing people. Wal-Mart, McDonald's, Snap.com, Nabisco, and other companies caption their ads. Forward-thinking policymakers have guided closed-captioning's successes, and Kennard knows the same thinking is required in this situation. One solution to this problem is to legislate that after 2002 all TVs and VCRs purchased in the U.S. must have both closed-captioning and SAP capability. It worked with closed-captioning. Congress might want to step in one more time. Share your opinion of Bowe's new book on BW Online's Assistive Tech Forum. Or, if you have a question about assistive technology, write to John at JMMAW@aol.com EDITED BY DOUGLAS HARBRECHT |
