UK broadcaster Channel 4 will add subtitles to all advertising broadcast during its coverage of the Paralympic Games as it aims to make the Games more accessible than ever before.
The broadcaster has also confirmed all live coverage of the Games will include subtitles.
Advertising with subtitles will be supported across linear Channel 4 television around Paralympics coverage on Channel 4, More 4 and 4Seven. Additionally, advertising with subtitles will be supported on live coverage via Channel 4 streaming, said the company.
According to Channel 4, it has undertaken “significant technology and operational work” to prepare for the changes and intends to work closely with its industry partners, including brands, agencies plus Peach, XR Extreme Reach and Clearcast to ensure advertising scheduled for Channel 4 during the Paralympic Games is accessible.
Speaking about the plan, Verica Djurdjevic, chief revenue officer, Channel 4, said: “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. 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.”
