The most accessible games yet
Channel 4 announced that all advertising on its network during the Paris 2024 Paralympic Games will carry subtitles. This enhances Channel 4’s commitment to making its coverage of the Games the most accessible yet.
The commitment builds on the previously announced goal to include subtitles on the broadcast of all live sporting action from the Olympic Games. Subtitled advertising will be supported across Channel 4 television, More 4, 4Seven, and Channel 4’s streaming platform.
Channel 4 has undertaken significant technology and operational work to prepare for these changes. The network will work closely with its industry partners, including brands, agencies, Peach, XR Extreme Reach, and Clearcast, to ensure advertising during the Paralympic Games is accessible.
“We would like all of our brilliant advertising partners to deliver their TV advertising with subtitles embedded to make this the most accessible Paralympic Games ever. Our partners at Peach, Extreme Reach, and Clearcast are on hand to help, and we will support brands to make their ads accessible. Improving the accessibility of TV advertising is going to be a journey for the industry, and we are committed to helping to drive the process.” Verica Djurdjevic, Chief Revenue Officer at Channel 4
Accessible sponsorship idents
Channel 4 also unveiled its accessible sponsorship idents ahead of the Paralympic Games. Toyota and Allianz will sponsor the coverage on Channel 4, More4, and the broadcaster’s streaming services and social platforms. These sponsorships will introduce the UK’s most accessible sponsorship idents to date.
The sponsorship deals were facilitated by Toyota’s full-service agency, T&Pm (formerly The & Partnership and MSix & Partners), and Allianz’s media agency, Mindshare UK. Allianz’s idents will include audio description, while the LV= idents will incorporate British Sign Language and subtitling. Toyota’s idents will also feature British Sign Language and subtitling. These accessibility features will be integrated directly into the creative content, activated for all audiences.
The Allianz idents were created in-house, with the independent agency Recipe producing the LV= idents, and T&Pm handling the Toyota creative. The first idents from Allianz will air on 15 July during the 4Thought slot at 19:55, following Channel 4 News. They will also appear around the first of 12 three-minute films showcasing British Paralympians, which will be broadcast each evening leading up to the tournament starting on 28 August.
“Everything we’re doing in Channel 4 Sales ahead of the Paris 2024 Paralympic Games is about boosting positive attitudes to disability among our partners. The shared commitment across our partners Allianz and Toyota, brought to life through the new idents, is a new benchmark in the accessibility of TV sponsorship. The fact that the accessibility features of these idents are baked into the creative as standard, and not optional, is what makes this collaboration stand apart.” Rupinder Downie, Content Solutions Leader at Channel 4
Changing attitudes towards disability
According to the RNID, 18 million people in the UK experience hearing loss and deafness. Channel 4 Sales reports that only 25% of advertising received by Channel 4 is enabled for subtitles.
Today’s commitment builds on Channel 4 Sales’ dedication to changing attitudes towards disability, including its Diversity In Advertising Award, which has enhanced disability representation in TV advertising through campaigns by Maltesers (2016), Lloyds Bank (2017), and Vanish (2022).