Advertising technology company Adstream is adding captions to its TV and Cinema ads in NSW, ACT, QLD and NT.
Captioning and Subtitling International (CSI), part of media and entertainment services company Deluxe, has started captioning all of the TV and cinema commercials distributed by Adstream Sydney, comprising NSW, ACT, QLD and NT.
Adstream has a deal in place with another company to cover other territories including Victoria.
In July 2012, B&T launched an investigation into advertising captioning and found many household names including Woolworths, Coles, Westfield and Ford were failing to use closed captions.
Following the story Coles and Hungry Jack’s became the first brands to commit to captioning after being contacted by B&T.
The move will make Adstream's advertising accessible to a wider audience, including over 3.5 million deaf and hearing-impaired Australians.
Shannon Gulliver, Adstream’s head of client service. “By collaborating with CSI, we are confident together we can provide advertising agencies with a valuable and cost-effective addition to any commercial advertising campaign.”
“The Deaf and hearing-impaired make up a large portion of Australian audiences,” Michelle Kwan, CSI client services manager, said.
“Our partnership with Adstream reaffirms the importance of captioning television and cinema commercials, ensuring that advertisers’ messages are accurately delivered to all potential customers.”
For more on the topic of advertising captions see this opinion piece: Captions, Where the bloody hell are you?