Channel 4 was created to represent unheard voices within the UK, so it’s only natural that we want to ensure our content is as accessible and inclusive as possible. As of 2024, 100% of our programming content is enabled for closed caption subtitles. For our Paralympic Games coverage in Paris 2024, we wanted to bring our advertising partners on our continuing journey to the most inclusive and accessible viewing experience. Sponsors Toyota and Allianz created the most accessible sponsorship idents ever; Bupa came onboard with Channel 4 and inclusive marketing agency, Purple Goat to create tools and training to equip agencies in the advertising industry to craft diverse and disability-inclusive content and campaigns; and we asked all our advertising partners to help us bring accessibility to the ad breaks.
Just 25% of the ads supplied to Channel 4 have Closed Caption subtitles enabled. With a big push from the industry, support from industry bodies such as ISBA and IPA, and help from copy delivery aggregators such as Clearcast, XR Extreme Reach and Peach, we have managed to increase number of ads supplied with subtitles to a whopping 86% in the Opening Ceremony of the Paralympics. Whilst we’re delighted with this result, we know this is just the start. The cost of adding simple accessible features into advertising is minimal and we know that advertisers are eager to better engage the 18m people in the UK who are hearing impaired. Education is the most crucial part of the journey and we’ll be excited to share research into the impact improved closed captioning has had and the industry reaction following the end of the Paralympic Games
Veriça Djurjevic
(Former)
Chief Revenue Officer
Channel 4