At ITV, we are trying to embed accessibility into everything that we do. That takes two forms: making sure there are no barriers to accessing ITV independently and fully… and making sure there are access services like audio description, subtitles and sign languages across all of our content.
Understand media capability
The accessibility capability of media partners will inform how you deliver accessible ads.
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Accessibility in the UK Broadcast Clearance Process
Overview of the UK Broadcast Clearance Process
The broadcast clearance process in the UK involves several key stages – script approval, rough cut review and final TVC (Television Commercial) approval. Multiple providers, including Clearcast, XR (formerly Adstream) and Peach, offer platforms and services to facilitate this process, each helping advertisers meet regulatory and compliance standards. By working with these providers, advertisers can ensure that their ads adhere to UK advertising codes and are suitable for broadcast.
Adding Subtitles (Closed Captions) to Your Ad
Adding subtitles to an ad does not require separate pre-clearance. Providers such as XR, Peach and Clearcast help advertisers add subtitles or closed captions in parallel with the clearance process. After the final ad is uploaded to the chosen provider’s platform, advertisers can select a subtitle provider to support accessibility, making it easier to comply with regulations.
Adding Audio Description (AD) to Your Ad
Adding AD to an ad requires additional pre-clearance. It’s recommended to start working on the AD track early in the process to allow enough time for writing, recording and clearance. Each of the platforms mentioned above typically offer options to upload the AD file and confirm if the ad includes AD. If any adjustments are needed to the AD track due to script or timing changes, a new track may need to be provided.
Choosing a Provider
Advertisers in the UK can choose from several accessibility providers such as XR, Clearcast and Peach, depending on their needs. Each provider offers different features, integrations and support services to help advertisers to add accessibility features, navigate the clearance process, and managing compliance efficiently. For advertisers seeking broader support beyond the UK, XR and Peach are able to provide global coverage, facilitating compliance and reporting across multiple markets.
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Other regions coming soon
To enable advertisers to reach 100% of their audiences, including people with disabilities, we call on broadcasters across the world to continue to build their support for closed captions and audio description. And we call on advertisers to ask for this capability to improve.
Technical specifications
Closed caption subtitling for broadcast is different to creating closed captions or open captions for digital and social media. The broadcast file (STL) is more restrictive than the digital file (SRT) as it has to comply with broadcast standards to ensure it transmits. You should therefore expect different costs for production of STL files. Software that is easily available for SRT creation is not suitable for broadcast.
Make sure to plan time to consider the placement of closed captions on broadcast creative to avoid pack shots, supers, legal text, price points, faces and more. Most automated solutions generate text with the same placement regardless of these other visual features, which are common to broadcast advertising. Remember to plan time and budget for quality checks and testing.
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Digital
Digital capability is in the process of being mapped and will be added here soon.
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