Audio Description explained

What is Audio Description?

Audio Description (AD) is an access service that provides a spoken narration of the visual elements of an ad for individuals who are blind or visually impaired. This narration fills in the gaps during pauses in dialogue, describing key visual information such as character actions, facial expressions, settings, costumes, and on-screen text, allowing visually impaired viewers to follow the plot and understand the full context of the content.

Which countries accept Audio Description?

The UK and France were both significant early adopters and advocates for Audio Description (AD) within advertising. There continues to be a growing interest and adoption amongst broadcasters throughout Europe and beyond. Below is a full list of countries now accepting AD ads via Cape Advanced TV:

France

Germany

Ireland

Italy

Spain

Switzerland

UK

Do all broadcasters transmit Audio Description?

While there's a strong global push for greater accessibility, including audio description, AD is not currently universally accepted by all broadcasters within the countries mentioned above.

For a full breakdown of which broadcasters accept AD ads within each country please refer to the articles below:

Audio Description destinations - France

Audio Description destinations - Germany

Audio Description destinations - Ireland

Audio Description destinations - Italy

Audio Description destinations - Spain

Audio Description destinations - Switzerland

Audio Description destinations - UK

How do I create a campaign with audio description?

When creating a campaign in Cape Advanced TV that includes Audio Description (AD), it is crucial to select "with audio description" for every ad that contains an AD track. This vital step ensures that your ads are delivered to broadcasters with the correct accompanying AD.

For a comprehensive, step-by-step guide on this process, please refer to:

Sending ads with Audio Description

Is there a different technical specification for Audio Description?

Audio Description (AD) is an extra audio track that narrates the visual elements of a commercial. This track plays alongside the original ad audio, describing actions, settings, and on-screen text that a visually impaired viewer might otherwise miss. 

For broadcast, the original stereo audio for the ad is typically carried on audio tracks 1 and 2. The Audio Description track is usually placed on track 3, with a control track on track 4. 

The technical specifications for each country can be found below:

France - Technical Specifications for Audio Description

Deutschland & Schweiz Technische Spezifikationen für Audiodeskription

Italy - Technical Specifications for Audio Description

Spain Technical Specifications for Audio Description

UK & ROI Subtitle & Audio Description Technical Specifications XDCAM

Do I need to upload different versions of the same ad – one with AD and one without?

No, you only need to upload one version of your ad, containing the Audio Description (AD). Cape Advanced TV delivery workflows are designed to automatically manage this for you. Broadcasters that accept AD will receive the ad with the additional AD and Control Track, while those that do not will receive the ad without these extra tracks, all from a single upload.

What is a control track?

This is an additional data track, usually required on audio channel 4. The control track ensures the AD is properly synchronised and mixed with the main audio, allowing for a seamless listening experience. Please see the technical specifications linked above for full details.

Can Cape Advanced TV create Audio Description for our ad?

Cape Advanced TV does not currently offer an Audio Description creation service, however please contact your account manager if you require AD services as they may be able to recommend 3rd party providers. The AD and Control Track should be created according to the relevant Cape Advanced TV Technical Specification prior to being uploaded to Cape Advanced TV. 

Does Audio Description require Clearcast approval in the uk?

Yes, Audio Description does need Clearcast approval in the UK. 

Clearcast considers the AD voiceover an integral part of the advertising campaign. Therefore, it's subject to the same approval process as the rest of the ad to ensure it conforms to UK advertising standards (the BCAP Code). AD requires its own clearance because it introduces new descriptive elements.

Does Audio Description require ARPP approval in France?

Yes, Audio Description does require ARPP approval in France.

The ARPP is the French advertising self-regulatory body responsible for pre-clearing all TV and VOD (Video on Demand) commercials before they are broadcast in France. Just like in the UK with Clearcast, the ARPP considers the audio description to be an integral part of the advertising message. It must adhere to the same ethical and legal codes that apply to all other elements of the advertisement.

What is Adaptive Audio Description?

Sometimes, adding traditional audio description to a commercial is tricky because there simply aren't enough pauses in the dialogue. That's where Adaptive Audio Description comes in. It's a technique that involves remixing the commercial's original soundtrack to create space to allow for clear and effective Audio Description.