M6 Publicité introduces subtitling service for linear TV ads for the deaf and people with hearing loss

25/09/2023

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To mark International Day of the Deaf on 23rd September, M6 Publicité stepped up its commitment to inclusion and accessibility by announcing the launch of its subtitling service on linear TV. The initiative aims to ensure that more TV ads are broadcast with subtitles for the deaf and people with hearing loss.

While 5 to 7 million people in France are deaf*, only 10% of ads broadcast on linear are subtitled. M6 Publicité set out to change this. For those advertisers who have never included subtitles on their TV ads before, M6 Publicité is offering the first set of subtitles on the house (conditions apply).

M6 Publicité teamed up with leaders in ad delivery, Peach and Extreme Reach, to launch this initiative on the French market.

This subtitling service is now available on all Groupe M6 channels.

* Source: Fondation Jean-Jaurès and Média’Pi with ifop – 2021

"Just like television programmes, we believe that advertising should be understood by everyone. This initiative is a big step in that direction. By offering this service, we want to show our advertising partners how important it is to include subtitles in their spots, so that they can be understood by all audiences. We're delighted to be able to offer this service across all Groupe M6 channels.” Maxime Andre Director of Customer Marketing, Innovation and Communications M6 Publicité "Peach is delighted to be working with M6 Publicité to support the subtitling of advertising content for the deaf and hard of hearing, thereby enabling new advertisers to promote the inclusion of people with this type of disability.” Marie Terrier Business Development & Key Account Manager France Peach "In 2023, advertising messages are still, unfortunately, the only content on the major channels that are not systematically subtitled. It is therefore with the utmost support that we salute the M6 Group's determination to mobilise and raise awareness among French advertisers of the need to make advertising accessible to the deaf and/or hard-of-hearing public.“ Emric Pasternak Managing Director Adstream from Extreme Reach