ASSISTIVE TECHNOLOGY by John M. Williams November 30, 1999
   An FCC Plan to Help the Blind Follow the Action on TV
   Chairman Kennard wants big players to add audio descriptions to their
   video transmissions -- but the industry is reluctant
   When it comes to making communications products and services more
   accessible to the disabled, Federal Communications Commission Chairman
   David Kennard is one tough regulator. Advocates in the disability
   field applaud him. But Kennard's stands have rubbed some in the
   telecommunications and broadcast fields the wrong way. They just wish
   he would go away.
   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.


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