Escolar Documentos
Profissional Documentos
Cultura Documentos
Sonali Rai
The quantitative research for this report was done by Agroni Research.
Agroni Research
Bow Business Centre
15-159 Bow Road
London E3 2SE
Tel: 020 8981 1020
Fax: 020 8983 4136
Email: info@agroni.co.uk
Website: www.agroni.co.uk
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Foreword
Films and TV programmes are often difficult to appreciate if you can only hear them.
Imagine a scene where a would-be killer is stalking the heroine in a lonely alley. In the
absence of dialogue, the background score alone would be inadequate to render the
scene captivating unless you can see the action. Audio Description (AD) enhances an
audience’s involvement by adding a narrative, which draws word pictures for the
audience during sequences in which the dialogue is few and far between.
RNIB’s involvement with AD has ensured that more than 300 cinemas in the UK are
equipped with systems that facilitate AD and the majority of Hollywood films released
in UK cinemas have an AD track on them. Going to the movies is no longer considered
the prerogative of sighted people.
This study seeks to expand the horizons of RNIB’s initiative, and take it to new shores.
A logical extension of this initiative would be to involve Bollywood, the world’s most
prolific film industry producing around 700 films every year, in this venture. The study
explores whether a potential demand for audio described Bollywood films exists in the
UK and India. Apart from establishing the demand, it seeks to understand the best
medium (TV/DVD/Cinema) to introduce the availability of audio described Bollywood
films and language preferences of the target audience for audio described Bollywood
films. It also aims to understand the best ways of reaching out to this audience to
create awareness about the availability of this service.
Using both qualitative and quantitative research, the study clearly shows that there is a
huge unmet need for audio described Bollywood films in the UK and India.
Bollywood continues to shine for millions of its fans ever since it released its first silent
film. These films mean much more to viewers than just pure entertainment. They have
managed to create that original, sentimental celluloid connection with audiences
around the world. In such a scenario, it becomes even more significant that every
single person, including people of Asian origin with sight loss, get that chance to sit
back and enjoy a Bollywood film of their choice, independently.
This report can be used as a reference tool by the Bollywood film industry, AD
providers and Bollywood film distributors. RNIB hopes that the results of this research
will not only assist the introduction of AD in Bollywood films but also go a long way in
bridging that gap in accessibility for millions of its fans.
Leen Petré
Principal Manager, Media and Culture Department, RNIB
3
Acknowledgments
A special thanks to Sony Pictures Entertainment for supporting this study, by providing
film material from the Bollywood film “Saawariya” for the purpose of this research
study. A big thanks to Independent Television Facilities Centre Limited (ITFC) for
producing audio description for user material to be used in the qualitative research
study.
Sincere thanks to a team of colleagues and friends at RNIB for their encouragement
and support throughout this research study.
During the production of the report, the steering group committee dedicated time to
reviewing and commenting on the content of the material. Amongst those who fulfilled
this enormous task, a special thanks to Heather Cryer and Alison Handford for their
constant guidance and support. Thanks also to all those who participated in the
qualitative and quantitative research interviews, including those who helped us recruit
further participants:
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Executive summary
1. Why was this project undertaken?
Royal National Institute of Blind People (RNIB) is a registered UK charity, representing
the needs and interests of around two million blind and partially sighted people in the
UK. RNIB works directly and indirectly with blind and partially sighted people,
representative organisations, government sectors, broadcasting and entertainment
industries, and a range of professionals working in the field of visual impairment.
A needs survey carried out by RNIB in 1991 showed that 94 per cent of blind and
partially sighted people watch films/television regularly. The survey found that filmed
entertainment and media play an important role in their lives by providing access to
news, information and entertainment. Independent film/television viewing can be
facilitated by the provision of Audio Description (AD).
AD is an additional commentary to a film/television programme, describing body
language, expressions and movements. It gives people information about the things
that they might not be able to see, so that they can keep up with the action on the
screen. It takes away the dependence of relying on someone else to fill in the gaps.
RNIB has ensured access to films by working with all areas of the film industry,
including film distributors, exhibitors and equipment manufacturers, and by influencing
legislation. In the UK today, the majority of Hollywood films are screened with AD, and
40 per cent of cinemas are equipped to deliver AD. Many Hollywood DVDs also include
AD on mainstream UK releases, with the service often promoted on relevant film
websites.
The Indian film industry, popularly known as Bollywood, is by far the most prolific film
industry in the world. The industry, which produces about 700 films a year, has always
had a strong and passionate relationship with its domestic audience. But the 21st
century has seen a new breed of Bollywood fans cropping up across the globe. Even
second or third-generation Asian emigrants, who do not always speak the language of
the film, definitely know their Hrithik Roshans and their Kareena Kapoors. It is the
sheer exuberance of these films that drive them to bridge the language barrier.
Today, the UK is the largest market for Bollywood films outside India.
But since Bollywood films are currently not available with AD, they largely remain
inaccessible to their blind and partially sighted viewers. RNIB, through this study,
sought to investigate the demand for audio described Bollywood films in the UK
and India.
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Executive summary
6
Executive summary
7
Executive summary
were not aware of its features and what it had to offer. There was a significant
lack of awareness about AD amongst blind and partially sighted Asians in the UK.
4. Recommendations
The study was able to establish a number of areas in which the Bollywood film
industry, RNIB, various associations working with blind and partially sighted people in
India, sectors within the Government of India and other stakeholders could usefully
collaborate to improve the accessibility of Bollywood films in the UK and India. The
findings of this research study resulted in the following recommendations:
Recommendation 1: Initiate partnership working with the Indian film
industry
RNIB to work closely with the Indian film industry, sharing the expertise and the
experience, it has built up while working with UK Hollywood distributors. The aim
would be to support the setting up of a system in the UK and India that can
produce AD for Bollywood films.
Recommendation 2: UK pilot of audio described Bollywood films
Keeping in mind that all systems and infrastructure enabling the provision and
delivery of AD in films are in place within the UK, it would be operationally simpler
to pilot the product in the UK first, and then share the experience and expertise
with the industry in India.
If the AD track was available for UK cinema release, the track could then be
included on the DVD and tested in the Indian DVD market.
Recommendation 3: AD for all mediums
The research study was unable to bring out a clear preference for any particular
medium for accessing Bollywood films in the UK or India. A split between
preferences was evident amongst younger cinema goers (18-44 years) and older
home entertainment enthusiasts. Therefore, the Bollywood film industry should be
encouraged to make AD tracks available across diverse film viewing platforms –
cinema, DVD and eventually television.
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Executive summary
4 (b) RNIB to share the findings of this research with the UK distributors of
Hollywood films who are forming alliances with the Indian film industry and
distributing Bollywood films in the UK, including Warner Bros and Sony Pictures.
4 (c) RNIB to create awareness within the UK cinema exhibitors about the possible
arrival of audio described Bollywood films. This would enable cinemas to
appropriately assign films to specific screens that are equipped to handle AD.
9
Executive summary
6 (b) RNIB may wish to think about working in partnership with selected
Bollywood film producers in order to set up a pilot project using AD in Bollywood
films. Such a development would not only benefit blind and partially sighted
people in the UK and India but others living across the globe. This could be done
by organising workshops for selected Bollywood film producers and provide them
with practical advice and support for implementing the Bollywood Audio
Description Initiative.
Recommendation 7: Possible introduction of a legislation in the UK
RNIB may wish to explore with Ofcom, the possibility of achieving a quota for AD
on Bollywood channels shown in the UK.
Recommendation 8: Accessible technology in the UK
The evidence from the survey suggests that many blind and partially sighted
people have difficulty operating current electronic devices providing access to AD.
It is recommended that RNIB continues to work with manufacturers and television
platform operators to ensure that they implement a ‘shortcut’ button on the
remote control so that people can easily access AD.
10
Contents
1. Introduction to Bollywood films and its blind and partially
sighted audience ________________________________________________15
1.1. Objectives __________________________________________________17
1.2. Quantitative research study ____________________________________17
1.3. Qualitative research study ______________________________________18
1.4. Structure of the report ________________________________________18
3. Personas ________________________________________________________22
11
Contents
12
Contents
13
Contents
8. References ____________________________________________________102
14
1. Introduction to Bollywood films and its
blind and partially sighted audience
The genesis of India’s Hindi film industry can be traced to a public screening of Raja
Harischandra, India’s first silent film, in 1913. It gave the Indian film industry its first
occasion to celebrate.
Almost a hundred years on, the industry continues to be a veritable dream factory for
millions of fans worldwide, without the dream having lost its sheen. The sheer riot of
colours makes an Indian film stand out amongst the crowd of filmed entertainment.
The 1970’s gave birth to a peculiar term, Bollywood, which interestingly, struck a chord
with millions of its film fans living in India and overseas, and over the years it has come
to define the Hindi film industry from Bombay, now known as Mumbai. Bollywood
embodied a style of cinema determined by musical interludes, opulent settings and
high production values that still define the form today.
In 2001, the film industry was brought under the Federation of Indian Chambers of
Commerce and Industry (FICCI). This was done with a view to corporatise the film
industry in India. Within a few years of its inception, the FICCI entertainment
committee was able to obtain an ‘industry’ status from the government.
Bollywood produces, on average, around 700 films a year, making it not only the
dominant national film industry, but perhaps the largest in the world. With films being
the most popular form of mass entertainment in India, the industry has witnessed a
robust double digit growth over the past decade.
The massive Indian expatriate population, for whom Bollywood movies are not just
three-hour diversions on a week-night but a part of their childhood memories, is
turning Bollywood blockbusters into international hits. Things have come a long way
from the 1970’s Britain, when there were no cinemas devoted to Bollywood films and
its fans would take over a local cinema to show a popular Hindi film over the weekend.
Today popular cinema chains like Odeon, Vue and Cineworld regularly screen
Bollywood films.
15
1. Introduction to Bollywood films and its blind and partially sighted audience
16
1. Introduction to Bollywood films and its blind and partially sighted audience
1.1. Objectives
This report is the first in-depth investigation of AD for Bollywood films that RNIB has
undertaken. It seeks to understand behaviours and attitudes of blind and partially
sighted people towards viewing Bollywood films with and without AD. The objectives
of this report are as follows:
to look at television viewing and cinema going habits of blind and partially sighted
people in India and within the Asian community in the UK
to investigate if there is an unmet demand within the target audience for audio
described Bollywood films
to broadly gauge the size of the market for such films in both countries
to investigate the feasibility of audio described Bollywood films for the benefit of
blind and partially sighted film viewers in the UK and India.
This report draws on a combination of qualitative and quantitative research studies
carried out for the purpose of this project.
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1. Introduction to Bollywood films and its blind and partially sighted audience
Older people are far more likely to be affected by sight problems and, according to
the Office of National Statistics, there is a lower proportion of older people
belonging to the Asian population in the UK.
People of Asian descent are more likely to have diabetes and about 60 per cent of
people with diabetes go on to develop diabetic retinopathy. The early stages of
diabetic retinopathy may cause blurred vision, or they may produce no visual
symptoms at all. As the disease progresses, a cloudiness of vision, blind spots or
floaters may occur. This makes activities such as reading, driving and watching
television extremely difficult. If left untreated, diabetic retinopathy can cause
blindness.
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1. Introduction to Bollywood films and its blind and partially sighted audience
Building on this, chapter 5 uses the qualitative study to look at the behaviours and
attitudes to the viewing of Bollywood films and related aspects with special
reference to AD.
Chapter 6 draws up guidelines for AD in Bollywood films using the research findings.
Chapter 7 draws up recommendations based on the quantitative data, qualitative
data and interaction with the Bollywood film industry to look at the best ways of
introducing AD in Bollywood films.
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2. Audio Description (AD)
2.1. What is AD?
Similar to a narrator telling a story, AD is an additional commentary describing body
language, expressions and movements – allowing you to hear what you might not be
able to see.
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2. Audio Description (AD)
2.5. AD guidelines
The most comprehensive set of instructions for audio describers, Guidance on
Standards for Audio Description, was developed by the Independent Television
Commission (ITC) in the UK as a result of the Broadcasting Act 1996. Amongst other
things, the document laid down guidelines in considerable detail on prioritising
information, stating the obvious, mentioning colours and ethnic origins.
Complete guidelines are available on: http://www.ofcom.org.uk/static/archive
/itc/uploads/ITC_Guidance_On_Standards_for_Audio_Description.doc
These were later updated by Ofcom in their Code on Television Access Services in 2006.
The updated Guidelines on the Provision of Television Access Services, are available on:
http://www.ofcom.org.uk/tv/ifi/guidance/tv_access_serv/guidelines/
These guidelines are used by the AD service providers as a tool while writing and
recording descriptions for broadcast and film materials.
21
3. Personas
A total of 260 people were interviewed for the quantitative study and a total of 50
people were interviewed for the qualitative study of this research. Amongst the 50
people interviewed for the qualitative research study, 25 people were interviewed in
the UK and 25 in India. All participants tended to have severe sight problems. A wide
age range of people was interviewed to gain a comprehensive understanding of
problems faced by blind and partially sighted viewers of Bollywood films. From the
qualitative sample, 40 people were interviewed in Hindi and 10 in English.
During the study, a broad range of life situations and experiences in reference to their
film viewing habits was described to us. To bring our research participants to life for
the reader, we present six personas. None of the personas were real participants in the
research, but their characteristics and features were based on research observations
gained in this project.
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3. Personas
23
3. Personas
his own. Occasionally, he gets frustrated if he fails to understand the plot or the film
takes a weird turn – he knows he has missed something but does not have a clue
what that could be.
Tarun uses AD very regularly to watch Hollywood films in cinemas and at home on
the television. He wishes audio described Bollywood films were available.
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3. Personas
25
3. Personas
He says he does not watch films/ television anymore; he listens to them in the same
way as he would listen to a radio.
He misses watching cricket matches and his favourite star’s films when they are
released.
He does not like asking anyone, even his wife, to explain to him what is happening
on the screen as it makes him feel dependant.
Even though Mukesh is relatively comfortable with technology, he is reluctant to try
out new devices such as his new digital set-top box or his new DVD player. He has
memorised a few buttons on the remote control to facilitate basic functions.
Mukesh has heard about AD but has never used it. He is not aware that AD is available
on some of the television channels that he watches regularly such as BBC/Sky sports.
He would be willing to try out AD if it was easy to access on his digital set top box and
did not require him to go into complicated menus. He would certainly access it if it was
a single step process as he misses the independence that he lost with his sight.
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4. Quantitative research study
4.1 Executive summary
This study explored Bollywood film viewing behaviour amongst blind and partially
sighted people of Asian origin in the UK to understand:
the film viewing habits of blind and partially sighted people of Asian origin resident
in the UK
the specific needs and preferences of blind and partially sighted people of Asian
origin in relation to AD in Bollywood films
the demand for audio described Bollywood films in the UK.
Overall, 260 blind and partially sighted people from the Asian community living in
London, Leicester, Birmingham and Bradford were interviewed for this study.
The research was able to establish that Bollywood films were popular amongst the
target audience; 73 per cent of the respondents stated that they watched Bollywood
films on television; 53 per cent of respondents reported that they watched them on
DVD. The frequency of viewing Bollywood films obviously varied amongst respondents;
43 per cent of the respondents watched a Bollywood film on television at least once a
week while 19 per cent of the respondents watched a Bollywood film on DVD during
the same period. Interestingly, 15 per cent of respondents reported that they watched
a Bollywood film in the cinema at least once a week.
However, a minority of respondents, 10 per cent for television and 14 per cent for
DVD, stated that they did not watch Bollywood films because they found it too
difficult to engage with the current technology. This research finding suggests that the
introduction of simpler technology allowing easier access to television and DVD could
significantly boost the number of blind and partially sighted Asian people viewing
Bollywood films.
Another significant finding was the low level of awareness about AD amongst blind
and partially sighted Asian people. 56 per cent of the respondents stated they had
never heard of AD while only five per cent of respondents said that they had used it at
some point. Having introduced users to AD during the study, 57 per cent of
respondents reported that they would be more likely to watch a Bollywood film that
was audio described compared to a film that was not. Only 14 per cent of respondents
said they were less likely to watch a Bollywood film that was audio described.
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4. Quantitative research study
Overall, the evidence from this research suggests that there is demand for audio
described Bollywood films amongst blind and partially sighted people from the Asian
community living in the UK.
4.2. Introduction
Though it might be hard to comment on the exact size of the Bollywood film industry,
it would not be wrong to say that it is the largest and the most prolific film industry in
the world. Mihir Bose (2007), in his book Bollywood: A History, notes that the Indian
film industry produces around 1,000 feature films annually and that some 14 million
Indians go to the cinema every day. These figures suggest that on an annual basis
around a million more people buy tickets for Indian films than for those produced in
Hollywood. Interestingly, the International Indian Film Academy (2007) offers an
alternative estimate to Bose’s and claims that around 23 million Indians go to see a film
every day. It also calculates that around 15-20 per cent of the income of the Indian
film sector comes from overseas markets.
A recent study carried out by Price Waterhouse Coopers (PWC) and the Federation of
Indian Chambers of Commerce and Industry (FCCI) confirms that revenue from
overseas releases is becoming a significant source of income for the Indian film
industry. It reports that the income from overseas markets for the sector was estimated
to be £107 million in 2007. This translates into 21 per cent growth since 2006 (The
Indian Entertainment and Media Industry; Sustaining Growth, 2008:28). Furthermore,
PWC and the FCCI predict that income from overseas markets for the Indian film
industry will reach £251 million by 2012 (note figures based on current currency
exchange rate of 1 GBP = 79.69 Indian Rupees, June 2009). However, despite the
social and economic significance of the Bollywood film industry, Bollywood films are
not available with AD.
Significantly, the UK has the largest audience for Indian cinema outside India with
Bollywood films regularly achieving a position within the UK box office top 10. This
success can be largely, although not exclusively, attributed to film goers in the large
Asian communities, namely people from the Indian, Pakistani and Bangladeshi origin
settled in the UK.
The 2001 census shows that over half of the black and minority ethnic (BME)
population in the UK is of Asian origin constituting four per cent of the overall
population. Indians were the largest minority group – 23 per cent of the total minority
ethnic population; 16 per cent were Pakistanis and six per cent were Bangladeshis.
A report published by The Information Centre (2006) estimated that there were
152,000 registered blind and 155,000 registered as partially sighted people in the UK.
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4. Quantitative research study
(Note: Registration is not mandatory therefore actual numbers of blind and partially
sighted people are higher). Sefton, Baker and Praat, (2005) suggest that five per cent
of the registered blind/partially sighted people are from the Black and Minority Ethnic
communities. They also estimated that Pakistanis represent 31 per cent and Indians 29
per cent of BME people with a sensory disability.
In this context, RNIB commissioned Agroni Research to undertake a quantitative
research survey amongst blind and partially sighted people of Asian origin. As
mentioned earlier, for the purpose of this study the term Asian refers to people from
the Indian, Pakistani and Bangladeshi communities only. The aims and objectives of
the research were as follows:
Explore the film viewing habits of blind and partially sighted people within the Asian
population in the UK
Establish whether there is a demand for audio described Bollywood films in the UK
Investigate the specific needs and preferences of blind and partially sighted people
in relation to the AD of Bollywood films.
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4. Quantitative research study
4.2.3. Fieldwork
The research questionnaire was made available in five different languages – English,
Hindi, Bengali, Gujarati and Urdu. This was done to standardise the script for the field
researchers since the project required them to interview people who might be more
willing to participate if the interview was done in their preferred language. Hindi,
Bengali, Gujarati and Urdu were chosen as they are the most commonly spoken
languages amongst the Asian community.
23 interviewers were able to complete around 11 interviews each on average over a
period of nine weeks. However, two interviewers in Leicester and Birmingham were
able to secure the co-operation of staff at drop-in centres for blind and partially
sighted people and were, therefore, able to benefit from the excellent connections that
these organisations had with local blind and partially sighted people.
4.2.4. Data processing
Data was first entered in the Excel program with a unique identification number and
then transferred to SPSS for analysis. Frequency tables were created to check the
categories of all variables and to identify coding errors to ensure that they were
consistent with the original records. Different consistency checks were then carried out
between the variables to ensure the integrity of the data. Finally, a clean data set was
generated to produce a variety of tables and graphs. Tables were prepared for almost
all variables included in the questionnaire and SPSS outcomes were presented with a
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4. Quantitative research study
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4. Quantitative research study
25 per cent of interviews were conducted in London, 33 per cent in Leicester, 21 per
cent in Birmingham and 21 per cent in Bradford and Manchester. The number of
interviews conducted in Leicester was relatively high compared with other regions. This
was primarily because of the co-operation of a community centre which offered a wide
range of activities for blind and partially sighted people. Leicester is home to one of
the largest Indian communities living outside India. Figures obtained from Leicester
City Council (2009) count 72,000 Indian residents amongst its population, the highest
for any single area in the UK.
There were more male respondents (57 per cent) than female respondents (43 per
cent). This reflects the fact that the male respondents were easier to identify and
approach through community networks than the female respondents, some of whom
are part of a ‘hard-to-reach’ population in many areas. The decision not to use a
gender specific quota system in the research also contributed to the unequal
participation of male and female respondents. Table 2 shows the gender breakdown.
Table 2. Gender breakdown of respondents (N=260)
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4. Quantitative research study
33
4. Quantitative research study
34
4. Quantitative research study
Gujarati 71 27.3%
Bengali 66 25.4%
English 58 22.3%
Urdu 48 18.5%
Hindi 17 6.5%
TOTAL 260 100%
Because of their language preference, interviews with 10 per cent of the respondents
from the Indian origin were actually conducted in Urdu while one Bengali respondent
and a Pakistani respondent were interviewed in Hindi. Here it is relevant to note that
nearly all Asians, even young British-Asians from non-Hindi speaking communities,
have an adequate knowledge of the Hindi language to be able to follow the story lines
of contemporary Bollywood films.
Blind 88 34% 34
Partially sighted 172 66% 100
TOTAL 260 100% 100%
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4. Quantitative research study
When asked whether they were registered blind or partially sighted, 35 per cent said
they were registered as partially sighted while 32 per cent of the respondents reported
being registered as blind as table 7 shows.
Table 7. Are you registered as blind or partially sighted?
Blind 92 35.4%
Partially sighted 83 31.9%
Don’t know 46 17.7%
Neither 39 15%
TOTAL 260 100%
The remaining 15 per cent of respondents had not registered and an additional 18 per
cent did not know whether they were registered or not, often because they were
“looked after by others”, ie family members.
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4. Quantitative research study
Table 8. When watching TV, do you have any of the following? (N= 260)
This data clearly lends support to the belief that sight problems have a significant
impact on a blind or partially sighted person’s experience of watching a
programme/film on television or DVD.
Respondents were also asked what sort of adjustments they made when watching
television and/or DVDs or whether they used any visual aids to improve their visual
capacity. The most common coping strategies were as follows:
45 per cent of respondents stated that they simply picked up as much as possible
from the sound of the programme/film
39 per cent reported that they wore stronger glasses to improve their vision
29 per cent stated that they sat closer to the television screen
24 per cent relied on the assistance of family members or friends to explain to them
what was happening on the screen
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4. Quantitative research study
Table 9. What adjustments do you make when watching television or DVD? (N=260)
It is noteworthy that only a small minority (three per cent) of the respondents,
reported that they had used AD at some point in the past. Interestingly, only three per
cent of all respondents stated that they never watched television or DVDs.
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4. Quantitative research study
Four per cent of respondents said that they watched Bollywood films once a
fortnight on television.
10 per cent of the respondents indicated that they watched a Bollywood film once a
month on television.
Five per cent of the respondents stated that they watched a Bollywood film once
every three months on television.
Eight per cent of respondents said that they watched a Bollywood film once a year
on television.
27 per cent of the respondents said that they never watched a Bollywood film on
television.
Overall, 73 per cent of respondents stated that they watched Bollywood films on
various television channels at least once a year.
Table 10 below shows the frequency of respondents broken down by sight level who
were regular watchers of Bollywood films and those who were not interested in
Bollywood films.
(Notes: Sight level groupings are based on self-reported assessment as blind or
partially sighted. Those who never watched Bollywood films on TV were categorised as
“not interested”, whereas those who watched between once a day and once a month
were categorised as “watch often”)
Table 10. Watching Bollywood films on television by sight levels (N=217)
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4. Quantitative research study
(Note: Those who never watched Bollywood films on television were categorised as
“not interested”, whereas those who watched between once a day and once a month
were categorised as “watch often”)
Table 11. Watching Bollywood films on television by age groups (N=217)
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4. Quantitative research study
Table 12 shows that one in five watched a Bollywood film on DVD at least once a
week, but almost half (47 per cent) of the respondents never watched Bollywood films
on DVD. This is probably because a significant number of the respondents did not own
or did not have access to, or found it difficult to use a DVD player. (See table 15 for
further details.)
Table 13 shows the frequency of watching Bollywood films on DVD by sight level.
(Note: Sight level groupings are based on self-reported assessment as blind or partially
sighted. Those who never watched Bollywood films on TV were categorised as “not
interested”, whereas those who watched between once a day and once a month were
categorised as “watch often”)
Table 13. Watching Bollywood films on DVD by sight levels (N=198)
Chi-Square = 1.01, 1 d.f, p=0.198 Not Significant (p=NS). N of valid cases 198
When comparing groups by sight level, no significant difference was found between
those who reported that they were blind and those who reported that they were
partially sighted in terms of how regularly they watched Bollywood films on DVD
(p=0.198).
Table 14 shows the frequency of watching Bollywood films on DVD by age groups.
(Note: Those who never watched Bollywood films on TV were categorised as “not
interested”, whereas those who watched between once a day and once a month were
categorised as “watch often”.)
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4. Quantitative research study
42
4. Quantitative research study
Table 15. Factors that stop you watching Bollywood films on TV or DVD
Further investigation of these responses by sight level and age groups is set out
overleaf.
(Note: “Find too difficult” consists of respondents who found it too difficult to follow
Bollywood films due to their sight problem, and those who found it difficult to use a
TV/DVD player; “Not interested” consists of those who were specifically not interested
in Bollywood films and those who were not interested in watching TV/DVD in general).
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4. Quantitative research study
Table 16. Factors that prevent viewing of Bollywood films on TV or DVD by sight
levels
Whole sample Partially sighted
Blind (N=88)
(N=260) (N=172)
Find too difficult
52% 87% 37%
to use
Not interested 22% 8% 29%
Nothing stops me 18% 7% 23%
Note: This was a multicode question meaning some respondents may have chosen
more than one response. This table shows the percentages of each group who chose
particular responses.
When comparing groups by sight level in terms of factors that prevent viewing of
Bollywood films on TV or DVD, table 16 shows that a higher proportion of blind
respondents reported finding it too difficult to operate a TV/DVD player (87 per cent
compared to 37 per cent partially sighted). A higher proportion (29 per cent) of the
partially sighted respondents was not interested in watching Bollywood films on TV or
DVD compared to the blind respondents (8 per cent). Likewise, a higher proportion of
the partially sighted group reported that nothing stopped them from watching
Bollywood films on TV or DVD.
Table 17. Factors that prevent viewing of Bollywood films on TV or DVD by age
group
Whole
Young adult Middle aged Older adult
sample
(N=56) (N=100) (N=104)
(N=260)
Find too difficult
52% 39% 54% 58%
to use
Not interested 22% 11% 28% 22%
Nothing stops me 18% 12% 14% 13%
Note: This was a multicode question meaning some respondents may have chosen
more than one response. This table shows the percentages of each group who chose
particular responses.
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4. Quantitative research study
It was found that a similar proportion (over 50 per cent) of respondents from the
middle and older age groups reported difficulty in operating equipment which
prevented them from watching Bollywood films on TV or DVD. The younger age group,
meanwhile, were less affected (39 per cent) compared to the middle and older age
groups by the difficulty experienced operating equipment. A higher proportion of the
middle and older age group respondents reported no interest in watching Bollywood
films on TV or DVD (28 per cent and 22 per cent respectively), while only 11 per cent
of the younger age group said they were not interested in watching Bollywood films
on TV or DVD.
One possible explanation for the lack of interest in Bollywood films expressed by one
in five respondents could be the presence of a large number of Asian and mainstream
satellite television channels offering a wide range of entertainment content. As these
programmes typically have a high level of verbal content they may be more readily
understood by blind and partially sighted people than films with complex dream
sequences and songs.
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4. Quantitative research study
Table 18. How often do you currently watch Bollywood films in the cinema?
In terms of watching Bollywood films in a cinema by sight level (table 19), the result
was similar to the pattern of watching Bollywood films on television and DVD as
indicated earlier (see tables 10-14).
Table 19 shows the frequency of watching Bollywood films by sight levels. (Note: Sight
level groupings are based on self-reported assessment as blind or partially sighted.
Those who never watched Bollywood films at the cinema were categorised as “don’t
watch”, whereas those who watched between once a day and once a month were
categorised as “watch often”).
Table 19. Watching Bollywood films in the cinema by sight levels (N=212)
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4. Quantitative research study
Table 20 shows the frequency of watching Bollywood films in a cinema by age groups.
(Note: Those who never watched Bollywood films at the cinema were categorised as
“don’t watch”, whereas those who watched between once a day and once a month
were categorised as “watch often”.)
Table 20. Watching Bollywood films in the cinema by age groups (N=212)
4.5.2. Factors that affect the viewing of Bollywood films at the cinema
A significant number of respondents (40 per cent) believed that their current sight
level was a major factor that prevented them from going to the cinema to watch
Bollywood films (Table 21). Just over a quarter of the respondents (27 per cent) stated
that they found it exceedingly difficult to travel to a cinema while six per cent said
they didn’t have a cinema showing Bollywood films in close proximity to where they
lived. Only a small number of respondents (five per cent) said that they did not have
time to go the cinema. Interestingly, a sizable proportion (22 per cent) of the
respondents stated that nothing stopped them going to the cinema to watch a
Bollywood film.
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4. Quantitative research study
Table 21. What factors stop you from watching Bollywood films in a cinema?
Further investigation of these responses by sight level and age group were as follows:
(Note: rows depict breakdown by sight level and age group for responses shown in
table 21)
Table 22. Factors that prevent viewing of Bollywood films in a cinema by sight
levels
Whole sample Partially sighted
Blind (N=88)
(N=260) (N=172)
Difficult due to sight
40% 65% 28%
problem
Difficult to travel 27% 36% 22%
Not interested 9% 11% 8%
Nothing stops me 22% 10% 27%
Note: This was a multicode question meaning some respondents may have chosen
more than one response. This table shows the percentages of each group who chose
particular responses.
Table 22 shows that 65 per cent of blind people and 28 per cent of partially sighted
people find it difficult to watch Bollywood films due to their sight problem.
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4. Quantitative research study
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4. Quantitative research study
4.6. About AD
During the interview, respondents were asked if they had ever heard of AD before the
survey. The responses were as follows:
56 per cent of the respondents stated that that they had never heard of AD;
27 per cent of the respondents said that they had heard about AD but did not know
what AD involved.
12 per cent of the respondents said that they had heard of AD and were aware of its
features.
five per cent of the respondents stated that they were aware of AD and had used it.
Table 24 shows awareness of AD by sight levels. (Note: Sight level groupings are based
on self-reported assessment as blind or partially sighted. Those who had used AD
previously, or were aware of its features were categorised as “aware”, whereas those
who had never heard of AD or had heard of it but did not know what the medium
involved were categorised as “not aware”.)
Table 24. Awareness of AD by sight levels (N=230)
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4. Quantitative research study
30%
57%
13%
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4. Quantitative research study
16 per cent of respondents said that they would be less likely to watch audio described
Bollywood films. However, it is also noteworthy that a number of respondents (30 per
cent) were not sure whether they would be more or less likely to watch a Bollywood
film with AD. Amongst other reasons, the most significant factor that came up was
that accessing AD through television, DVD (or cinema) would require a change in
viewing behaviour. For example, to enable AD on television, irrespective of the
platform – Freeview, Cable or Satellite – one is required to navigate through various
on-screen menus using the remote control. For many blind and partially sighted first-
time or novice users of AD, this a daunting prospect. Furthermore, it has already been
established that a significant number of respondents found it difficult to engage with
the buttons on the remote control which only complicates matters. It seems likely,
therefore, that the introduction of more accessible technology would significantly
boost demand for AD amongst those who are nervous about its current complexity.
Table 26 shows reported likelihood of watching audio described Bollywood films by
sight level. (Note: Sight level groupings are based on self-reported assessment as blind
or partially sighted.)
Table 26. Likelihood of watching audio described Bollywood films compared to
non-audio described Bollywood films by sight levels (N=183)
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4. Quantitative research study
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4. Quantitative research study
Figure 4 shows the top five sources of information for products and/or services for
blind and partially sighted people as chosen by respondents in this study were
established as:
49.2 per cent of the respondents reported family and friends as a source of
information
40.8 per cent of the respondents reported radio as a method for accessing
information
33.8 per cent of the respondents selected television as one of their significant
mediums for getting information
28.1 per cent of the respondents selected local organisations as a method for
getting information
19.6 per cent of the respondents chose talking newspapers as a source for
information about services/products for blind and partially sighted people.
While respondents also chose other sources of information, figure 4 above only shows
the top five sources.
The top five sources of information were also considered by sight level and age groups.
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4. Quantitative research study
Whole
Young adult Middle aged Older adult
sample
(N=56) (N=100) (N=104)
(N=260)
Radio 41% 50% 36% 40%
Television 34% 32% 34% 35%
Friends/family 49% 43% 53% 49%
Local organisations 28% 20% 24% 37%
Talking newspapers 20% 5% 19% 28%
Note: This was a multicode question meaning some respondents may have chosen
more than one response. This table shows the percentages of each group who chose
particular responses.
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4. Quantitative research study
Table 29 shows that 50 per cent of respondents from the younger age group used the
radio as a source of information, whilst the middle and older age groups used the same
source comparatively less at 36 per cent and 40 per cent respectively. Television as a
source of information was used by the younger (32 per cent), middle (34 per cent) and
older (35 per cent) age groups at similar proportions. The younger age group reported
using friends and family as a source of information slightly less than the other groups
(43 per cent, compared to 53 per cent and 49 per cent). A higher proportion of older
respondents reported using local organisations as a source of information (37 per cent,
compared to 24 per cent middle age and 20 per cent younger). Likewise, use of talking
newspapers as a source of information appeared to increase with age (5 per cent
younger group, 19 per cent middle, 28 per cent older).
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4. Quantitative research study
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4. Quantitative research study
4.8. Conclusion
This research project reports on interviews with 260 blind and partially sighted people
from Indian, Pakistani and Bangladeshi communities spread across London,
Birmingham, Leicester and Bradford in the UK.
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4. Quantitative research study
About six per cent (14) of the sample stated that they watched a Bollywood film on
DVD about once a day. Similarly as above, no significant difference was found in the
level of frequency of watching Bollywood films amongst blind people and partially
sighted people. However, there was a difference when it came to various age
categories of the viewers; respondents between the ages of 18-44 were seemingly
more interested in watching Bollywood films on DVD than their older counterparts.
The number of people from the sample visiting a cinema to watch a Bollywood film
in the UK was very low when compared to the incidence of people from the sample
watching films on the television. About 15 per cent (13) said they watched a
Bollywood film in a cinema about once a week. A significant number of respondents,
40 per cent (105), believed that their current sight level led to lack of complete
understanding of the film and was a major factor that prevented them from going to
the cinema to watch Bollywood films.
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4. Quantitative research study
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5. Qualitative research study
5.1 Executive summary
The main purpose of this qualitative study was to provide insights into the Bollywood
film viewing habits of blind and partially sighted Asians living in the UK and in India. It
was further intended to shed some light on the barriers to viewing these films and to
determine their views on the concept of audio described Bollywood films. In-depth
semi-structured interviews were used to understand the current mode and frequency
of watching Bollywood films within the target group, and to gather views on the level
and style of audio description (AD), language, and other preferences to help identify
the potential for AD in Bollywood films.
The research sought to establish whether the concept of audio described Bollywood
films was able to generate a significant amount of interest in the UK and in India.
Following on from this, a secondary aim was to establish the preferred method for
viewing these films amongst the group.
This in-depth qualitative research project investigated behaviours, attitudes and
barriers to watching Bollywood films among 25 blind or partially sighted Asians living
in the UK and 25 blind or partially sighted people in India. Respondents were aged
between 8 and 85 years and the sample included regular and occasional viewers of
Bollywood films. In the UK, participants were recruited from areas with a high
percentage of Asian population as per the government population census of 2001. In
India, interviewees were recruited from the All India Federation of the Blind, National
Association for the Blind, and Blind People’s Association.
The majority of people enjoyed watching Bollywood films or had done so before they
developed sight problems. They found it hard to understand the film with their current
visual impairment. Consequently, their enjoyment of the film was reduced. The
outcome showed that almost everyone who participated in the study was positive
about the addition of AD to Bollywood films. This was especially pertinent because
only a minority of respondents currently use AD and it was essentially a new concept
for many of those interviewed.
Results from the qualitative study indicated that:
Blind and partially sighted Asian people stated that they were more likely to watch
Bollywood films if AD was provided.
Enjoyment of the Bollywood film clip was much greater with AD than without it.
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5. Qualitative research study
AD improved understanding of the film clip for blind and partially sighted people,
with people reporting a greater grasp of location, characters, expressions and the
plot.
People wanted AD during songs as well as in the standard story in order to follow
what was happening on the screen.
The majority of the interviewees preferred AD in Hindi, compared with description in
English. People commented that this was the language of the film, hence making
the ‘flow’ simpler and easier to understand and enjoy.
Findings from the trials in the UK and India were similar in nature, with the only
differentiating factor being that people in India asked for fewer details, such as details
of the clothes that the characters were wearing in the film clip and their significance,
in the description. This could be because of increased familiarity with Bollywood films
and their overall set-up. The study showed that there is a huge unmet need for audio
described Bollywood films in the UK and India with a clear preference for the
description to be in Hindi. This provision has the potential to have a significant
emotional impact on the lives of blind and partially sighted people who love films and
view them as an all-encompassing experience providing a blissful escape from the daily
humdrum of ordinary existence.
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5. Qualitative research study
largest in the world. Adlabs Films, Studio 18, Eros International, Yash Raj Films and
UTV distribute the lion’s share of Bollywood and Indian film releases. Key territories
include the UK, the US, South Africa, and the United Arab Emirates, aside from the
home ground distribution. For the Asian diaspora spread across the globe, these films
perhaps act as an important cultural connection to their roots. The Indian Film Industry
too, is equally keen to reach out to its global audience of Indian origin. In 2006, out of
53 Bollywood releases in the UK, four grossed more than £1m and the segment
accounted for almost 2 per cent of the entire UK market. (Factsheet on UK Cinema
going, 2006, Film Distributor’s Association.)
Bollywood films are released with English language subtitles in the overseas markets
which primarily target foreign language speakers, but these subtitles also improve the
accessibility for deaf and hard of hearing people. In contrast, AD is not provided on
any Bollywood film. As a result, the films continue to remain completely inaccessible to
blind and partially sighted people.
Saksham Trust, a voluntary organisation based in New Delhi has experimented with the
concept of audio described Bollywood films. It has produced audio described versions
of popular films such as “Black”, “Munnabhai MBBS”, and “Hanuman”, amongst
others. These films are produced as special products for blind people with a single
mixed audio track which includes the AD. Video CDs of these films are sold at a
nominal price to members of associations working for blind and partially sighted
people in India. They can also be ordered over the phone or by email. But despite its
popularity within the associations, the product fails to reach the majority of the target
audience because of a limited distribution network.
Through this research, RNIB sought to investigate the potential demand for audio
described Bollywood films, both in the mainstream cinema and on mainstream DVDs,
and make recommendations on how best to provide this service.
While we understand that there is a worldwide audience for Bollywood films, the focus
of this research was on establishing whether there was a demand for AD from blind
and partially sighted Asian people living in the UK and India only. RNIB, as a UK
charity, is interested in both: improving access to Bollywood films for blind and
partially sighted people living in the UK and in working collaboratively with other
organisations representing blind and partially sighted people around the world.
As the Bollywood film industry is based in India, the opinions of the Indian domestic
audience were also taken into account to add weight to this research. In reality, any
introduction of AD on Bollywood films is likely to benefit blind and partially sighted
people around the world who watch Bollywood films.
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5. Qualitative research study
5.2.2. Approach
This study involved individual in-depth interviews with a total of 50 blind and partially
sighted Asian people (25 people living in the UK and 25 people living in India). A
Bollywood film clip with and without AD was played during each interview. All the
interviews were conducted face to face, with the majority lasting between 30-45
minutes.
In each case, a semi-structured questionnaire and topic guide were used as reference,
with scope to explore other related issues or topics which arose during the interview.
Informed consent to participate in the study and for the interview to be recorded for
transcription was obtained from all participants. Respondent demographics were also
obtained during the interviews.
The topic guide is attached as Appendix 1.
In brief, participants were shown a three-minute clip from a film without AD followed
by questions based on the clip, to ascertain their understanding of the clip. The same
clip was then played with AD in the language preferred by the respondent, (the
choices being Hindi or English). This was then followed by the same set of questions,
to gauge any change in their understanding of the clip.
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5. Qualitative research study
Respondents were then played the clip a third time, this time with the AD in the
alternate language (Hindi/English). Respondents were then asked to provide views and
information on AD language preferences.
The clip was played on a laptop and large headphones were used to listen to the clip
to maintain the aural clarity.
The rationale for selecting this method was:
People with visual impairments often suffer from additional disabilities including
hearing impairments; hence a face to face interview was considered appropriate with
large headphones being used to hear the clip to shut out the surrounding noise.
The semi-structured questioning approach allowed considerable flexibility in the
discussion, allowing the researcher to probe further when required.
This was deemed to be the best method to capture how AD makes a difference in
the viewing of films by blind and partially sighted people.
5.2.3. Sample
The in-depth qualitative research project was completed with participation from 25
blind and partially sighted Asians living across the UK, and a further 25 blind and
partially sighted people in India.
The sample consisted of people with varying levels of visual impairment, of different
ages and gender, regular and non-regular viewers of Bollywood films, regular or
occasional users of AD and non-users of AD.
UK sample
Three geographical areas within the UK were chosen based on the regional distribution
of the Asian community as per the government population census of 2001. (Fig.1)
London
Bradford and Leeds in Yorkshire
Coventry and Birmingham in the West Midlands
Altogether:
4 people in Bradford with varying sight impairments were interviewed at Bradnet, a
local organisation for people with disabilities
9 people in Leeds were interviewed at the annual meeting of the Asian Blind
Association
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5. Qualitative research study
Source: Office for National Statistics, April 2001 Census. The Census recorded an Asian
community of 733,587 in London; 364,590 in the West Midlands; 215,227 in the
North West; 210,172 in Yorkshire and the Humber; 163,106 in the South East; 157,035
in the East Midlands; 108,281 in the East; 48,805 in Scotland; 30,332 in the North
East; 27,971 in the South West; 21,947 in Wales and 2,508 in Northern Ireland.
The participants were found through the RNIB Black and Minority Ethnic support
team’s networks within the Asian community, opportunistic sampling, and peer
referrals.
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5. Qualitative research study
Indian sample
Research trials in India were conducted with support from the All India Federation of
the Blind and National Association for the Blind in New Delhi and Blind People’s
Association in Ahmedabad. The distribution of the respondents was as follows:
11 people were interviewed at All India Federation of the Blind, New Delhi.
7 people were interviewed at the National Association for the Blind, New Delhi
7 people were interviewed at Blind People’s Association, Ahmedabad.
The only differentiating feature between the UK and the Indian sample was the
additional age bracket for respondents in India. Even though their participation was
purely coincidental, respondents between the ages of 8-17 years from India added an
extra dimension to the study and made the report even more comprehensive in terms
of its sample. Consent to participate was obtained from the parent or guardian for
children under 16 years.
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5. Qualitative research study
A song was deliberately included in the research material to assess how people would
react to description over songs. The majority of Bollywood films have a significant
amount of musical content and these song and dance routines are woven into the
script. A film’s success often depends on the quality of such musical numbers.
5.3. Results
5.3.1. A summary of characteristics of participants
50 blind or partially sighted people were interviewed in total; 25 people in India and
25 people in the UK.
41 people were interviewed in Hindi and 9 were interviewed in English
The respondents were between the ages of 8 to 87 years. The sample was
intentionally kept diverse in age as it could potentially influence the choice that the
respondent would make with regards to style, format and language of AD. (Fig. 2,
Fig. 3)
Figure 2. Age spread of the 25 respondents in the UK
Two people were aged 18-24; one was aged 25-34; six were aged 35-44; one was
aged 45-54; six were aged 55-64; four were aged 65-74; four were aged 75-84; and
one was aged 85+.
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5. Qualitative research study
Four people were aged 8-17; two were aged 18-24; six were aged 25-34; two were
aged 35-44; two were aged 45-54; one was aged 55-64; three were aged 65-74; four
were aged 75-84; and one was aged 85+.
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5. Qualitative research study
From the sample, only 2 people said they would be able to recognise a friend from
across a road, 8 said that they would be able to recognise a friend from across the
room, 18 people confirmed that would be able to recognise a friend who is an arms
length away and 26 people said that they would be able to recognise a person if they
got really close to his/ her face. 30 people said that they would be able to identify
shapes of furniture in a room; however there were 36 people in the sample who,
during daytime could tell by the light where the windows were located. 14 people
amongst the sample confirmed that they could not see anything at all. (Fig. 5)
This table shows us that overall, the respondents tended to have severe sight
problems, and there was a similar spread of answers amongst the Indian and the UK
respondents.
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5. Qualitative research study
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5. Qualitative research study
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5. Qualitative research study
6 people changed TV settings and an equal number of people adjusted lighting in the
room to enhance the quality of the image. 8 people used a large screen TV on a
regular basis and only 8 people reported ever having used AD to follow a
programme/film. The majority (38) of people depended on friends/family to help with
what was happening on the screen. 46 people used audio clues as their primary means
of understanding the plot of the programme/film.
The use of audio clues and description by companions were the most used coping
methods.
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5. Qualitative research study
Audio clues
The majority of respondents chose audio clues as their primary means of
understanding the screenplay of the film. Having said that, most respondents also
agreed that Bollywood films are very hard to follow by sound only with their over
exhibited dramatics. It was agreed by all that the films have important visual
information integral to the plot, action and story being told.
“I couldn’t [can’t] see the picture clearly but I have become accustomed to
watching my films like this. Films used to be my favourite hobby but they don’t
interest me much these days. How much can you imagine? I end up frustrated.”
Female, 55-64 years, UK
“At times, when I am watching a movie, the sound of the film suddenly goes up
which is generally an indication for me that something has happened or is about to
happen... I don’t come to know... I wait for someone in the film to say something
and then a song starts... very tough to follow!” Male, 18-24 years, UK
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5. Qualitative research study
“See, even if I could see, I will not go and watch every film in the cinema, I will only
go for those films that I want to watch. But yes, very often, I don’t even go the
cinema with my family even for the films I want to watch because many times we
have been asked to keep quiet in the cinema. I feel odd.” Male, 25-34 years, India
It is noteworthy that a few respondents who mentioned during the interview that they
were not keen viewers of television programmes or films were older people with little
or no assistance at home. They reported watching religious and news based
programmes on television but no other specific programmes. This pattern might
potentially be a reflection of their inability to comprehend and enjoy other television
programmes on their own.
The blind and partially sighted people interviewed reported relying heavily on their
companions for a description of important details, thus highlighting the potential
impact of description on the way blind and partially sighted people see their movies
currently.
“I went to see Khamoshi, the one with Manisha Koirala, with my son and daughter-
in-law a long time back. I loved the music but had no clue what was going on. I
could not understand why everyone around was snivelling. My son during the
intermission explained what was going on... though I broadly knew what was
going on, but the sequences of scenes in which a deaf and dumb couple first
realise that their daughter is normal, made a lot of women cry, I just didn’t get it.
Understanding a film is important to feel a part of the crowd.” Female, 45-54
years, India
It is clear that for the majority of respondents, using audio clues while watching films
and depending on companions to tell them what’s happening on the screen, were the
two most popular ways of watching TV, but both the methods were seen as having
serious drawbacks.
“I don’t watch TV/film... I listen to them.” Male, 65-74 years, India
“I don’t know the difference in watching and listening. It has always been the same
for me. So it’s okay... I manage!” Male, 85+ years, UK
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5. Qualitative research study
“I was sighted earlier so I just sit there... trying to imagine... what happened,
sometimes I am right, sometimes I am wrong!” Male, 55-64 years, UK
5.4.4. Knowledge of AD
When asked, very few people said that they had either heard about AD or used it on a
regular basis either in cinemas or on television. Of the 50 people interviewed, only
eight people, five in the UK and three in India, said that they had heard about AD or
used it on a regular basis. The majority were completely unaware of the concept until
they had heard the film clip with AD during the research study.
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5. Qualitative research study
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5. Qualitative research study
“Was the clip from a horror film? I thought so because the background music was
such. Yes, I think, it was a horror film.” Female, 35-44 years, UK
“Somewhere near a cemetery because the clip was eerie but then it all changes in
the end when he starts singing!” Male, 45-55 years, UK
“I got a hazy impression that there was a lady and that she came to somewhere,
either she is searching for somebody or waiting for somebody... there were a lot of
onlookers in another area... she came to a big building and there was a train that
was passing by... could be a steam engine... the onlookers were doing something
else but they were attracted to her by her scream... so something happened to
her... the chap offered her help but she did not want his help. That was it really.”
Male, 35-44 years, UK
Responses indicated that for all respondents, despite variances between their sight
impairments, needed additional help to gain a complete understanding of the clip.
Simple questions like how many people were there in the clip, were incorrectly
answered by 84 per cent of the respondents. The fact that there were only two voices
led most people to believe that there were only two people in the scene and they were
surprised when the clip with AD mentioned the presence of a third character making
the events of the scene more logical. Even though the third character was silent during
the scene, his presence was crucial to the plot and what followed after it.
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5. Qualitative research study
How many people do you think there were in the clip? (Fig .4, Fig. 5) (Open
Question)
Three people (2 correct answers without AD; 44 correct answers with AD)
Other answers:
Two people (32 answers without AD; 4 with AD)
Two or three people (8 answers without AD)
Three or four people (4 answers without AD)
Six people (2 answers without AD)
Not sure of the number of people (2 answers without AD)
About four people (2 answers with AD)
Correct answer: Three people
Almost correct answers: Two people, two or three people, three or four people,
about four people
Without AD: Two people (four per cent of the total number of people interviewed)
got the answer right
With AD: 44 people (88 per cent of the total number of people interviewed) got the
answer right
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5. Qualitative research study
People were also asked what they know from the clip about the location of the scene.
What do you think the location was? (Fig. 6, Fig. 7) (Open question)
Canal, bridge and alleyway (0 correct answers without AD; 42 correct answers
with AD)
Other answers (50 without AD; 8 with AD):
Tall buildings/street (16 without AD)
River (8 without AD)
Inside a building or a warehouse (2 without AD)
Cemetery (2 without AD)
Railway station/railway line (6 without AD)
Temple/palace (4 without AD)
Around tall buildings (2 with AD)
Somewhere outside (6 with AD)
Not sure (12 without AD)
Correct answer: A bridge, a canal and then an alleyway
Almost correct answers: tall buildings, around tall buildings, river, somewhere
outside)
Without AD: no one got the answer right
With AD: 42 people (84 per cent of the total number of people) got the answer
right.
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What is Raj (male lead) carrying when the clip starts? (Fig. 8, Fig. 9) (Open
question)
A football (10 correct answers without AD; 48 correct answers with AD)
Other answers (40 without AD; 2 with AD):
Maybe a camera (2 without AD)
A suitcase (2 without AD)
Nothing (2 without AD)
Not sure (34 without AD; 2 with AD)
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Playing with the ball (12 correct answers without AD; 36 correct answers with
AD)
Other answers (38 without AD; 14 with AD):
Helping or following the girl (10 without AD)
Following the girl (10 without AD)
Not sure (18 without AD; 14 with AD)
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5. Qualitative research study
What is the woman carrying when the clip starts? (Fig. 12, Fig. 13) (Open
question)
Umbrella (12 correct answers without AD; 38 correct answers with AD)
Other answers (38 without AD; 12 with AD):
Bangles (2 without AD)
Shawl (6 with AD)
Don’t remember (6 AD)
Not sure (36 without AD)
Correct answer: An umbrella
Without AD: 12 people (24 per cent of the total number of people) got the answer
right
With AD: 38 people (76 per cent of the total number of people) got the answer
right.
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5. Qualitative research study
Almost a hundred percent of the people were confident answering questions after
having seen the clip with AD and got almost all the answers right. Some of the
participants were also eager to offer details that they had picked up which were not
part of the research questions.
“I know, she is wearing a black skirt, they are in a flower laden gondola.” Female, 13
years, India
“The woman is covering her head with a shawl because she is feeling shy.” Female,
25-34 years, India
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5. Qualitative research study
How enjoyable did you find it? (Fig. 14, Fig. 15)
10 4
22
18 46
Without AD, majority of the people 22 people (44 per cent of the total number of
people interviewed) said they enjoyed the clip just a little
With AD, 46 people ( 92 per cent of the total number of people) said they enjoyed
the clip a great deal
Some of the respondents enjoyed little details, which had no relevance to the plot as
such but were part of the props that the director had used to set the scene, such as a
wall mural from the Mughal period, the elaborate head dress that the woman wore in
the mural, the woman standing beside a tall glass window in front of the canal. A quick
mention of these details gave an idea of the atmosphere that the director had created
for the film.
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5. Qualitative research study
“This is the main bit that people miss... I did not know that there was a bridge...she
was trying to hide when [she] saw another person, a drunken man. These are the
important bits that make everything so interesting. You end up missing out on
everything if you are like me ...I enjoyed it much more this time... “ Female, 55-64,
India
“[The description] makes my life simpler! [ I ] did not understand the story the first
time... why did she scream... did someone attack her... is he hurting her?” Male,
55-64 years, UK
“I did not know what was going on earlier... I thought that there was ghost where
there was no ghost... nothing of the sort!” Female, 35-44 years, UK
“My favourite film, Gandhi, I want to watch that with audio description. After
hearing this, I am thinking about all the things that I must have missed from it!”
Male, 85+ years, UK
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5. Qualitative research study
However, respondents between the age of 18-44 years, who had never heard of AD
and watched TV/films on a regular basis, did not seem concerned about the possible
complications that the process might entail, and were keen to pick up further
information on how to access AD in the immediate future. This could relate to their
level of comfort with technology.
The situation about awareness of AD was similar in India with twenty-two people being
completely unaware of AD. However, currently there are only a few films available in
India with AD and these are specialist products for blind people, hence availability is
very restricted.
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5. Qualitative research study
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5. Qualitative research study
“I don’t think there is any need to have spoke subs[subtitles]... it takes all the
enjoyment out of the film... I don’t speak Hindi at home, English is my first
language but I do watch all my Bollywood films in Hindi.” Female, 35-44 years, UK
“English was not as descriptive. It was wrong in places I thought... Hindi was better
in terms of description. Hindi gave me an idea of the surroundings. The English
one could not get the same essence, the poetry that the Hindi one had.”
Male, 45-55 years, UK
In India, virtually all participants expressed a preference for AD in Hindi. Similarly, in
the UK, only 4 of the 25 people interviewed expressed their preference for the English
version.
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5. Qualitative research study
“You have explained the song... oh my god! Even my family wouldn’t do that for
me!” Female, 25-34 years, UK
The provision of AD over a song was extremely popular and people reported that it
gave them an image of things that they wanted to see, rather than what they needed
to see in a film. When asked if the description disturbed their enjoyment of the music,
it was remarked that music could be enjoyed on the radio and if someone particularly
liked the music then they could buy a music CD, but nothing could replace
experiencing the songs during the film with complete knowledge of the choreography.
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6. Proposed AD guidelines for Bollywood
films
This chapter outlines proposed guidelines for the production and presentation of AD
on Bollywood films.
They are based on the standards provided by Ofcom for broadcasters within the UK
who provide description on a percentage of their programming. The standards have
been provided in Ofcom’s Code on Television Access Services. They have been slightly
amended based on the findings from this research study on the preference of language
for audio description and description over musical content.
6.2. Users
While people with visual impairments are drawn from all age ranges, a majority will
experience loss of some or all of their vision later in life, for example, as a result of
Macular Degeneration. Accordingly, audio describers should take account of the fact
that most potential users of AD will have some sight, or will have had sight at some
stage.
6.3.2. Characters
Identifying and describing characters is vital to effective AD. Key features (eg “the tall
man”, “district attorney Lopez”) should be identified as soon as practicable, to help
identify the person and avoid the need for long-winded and confusing descriptions.
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6. Proposed AD guidelines for Bollywood films
But do not give the name away if the plot requires the character’s identity to be
revealed at a later date. When describing characters, aspects such as dress, physical
characteristics, facial expression, body language, ethnicity and age may be significant.
Don’t shy away from using colours or describing a character as pretty, or handsome,
where relevant to the story. Generally names (rather than “he” or “she”) are used more
often than in normal speech, so as to avoid confusing the audience, particularly when
there are several people taking part in a dialogue.
6.3.4. Settings
When describing locations, try to cover scene changes where possible; the locations;
the time of day/season/date setting where appropriate; on-screen action; any sounds
that are not readily identifiable; and onscreen information (eg signs, hieroglyphics,
open subtitles for foreign languages, captions, and opening and closing credits).The
description should not censor what is on screen. However, it should not be necessary
to use offensive language, unless (for example) when referring to content that is
integral to understanding the programme, such as graffiti scrawled on a wall.
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6. Proposed AD guidelines for Bollywood films
During opening titles and end credits, care should be taken to avoid clumsy overlaps
with song lyrics.
6.3.7. Language
AD provides a real-time commentary, so should generally be in the present tense (he
sits), the continuous present (he is sitting) or the present participle (“Standing at the
window, he lets out a deep sigh”), as appropriate. Variety is important, particularly with
verbs. “She scuttles into the room” rather than the simple fact “She enters the room”
creates a clearer image for the viewer (a thesaurus is always useful).
Adverbs are a useful shorthand to describing emotions and actions, but should not be
subjective. Vocabulary should be matched to the genre of the film/programme. It
should be accurate, easily understood and succinct.
6.3.8. Delivery
Delivery should be steady, unobtrusive and impersonal in style (but not monotonous),
so that the personality and views of the describer do not colour the programme. Avoid
the term “we see”. However, it can be important to add emotion, excitement, lightness
of touch at different points in different films/programmes to suit the mood and the
plot development – the style should be matched to the genre of the film/programme.
Diction should be clear and not hurried – every word should be clear, audible and
timed carefully so that it does not overrun subsequent dialogue. The aim should be to
enhance the enjoyment of the film/programme not to distract from it.
6.3.9. Balance
Judgement is needed in striking an appropriate balance between the amount of detail
that is conveyed, and the risk of overburdening the audience with detail and detracting
from the enjoyment of the film/programme. Too much description, even where there is
a lot of space for description, can make it difficult for viewers to absorb information.
The film/programme should be allowed ‘to breathe’. On the other hand, long gaps in
the dialogue may need to be explained if the viewer is not to be left confused, eg “the
cowboy rides across the prairie into the distance”. If the ‘space’ for AD is short, it is
better to focus on key moments and dynamics rather to rush the description or fill
every available moment. For example, it may be distracting in dance or fight scenes to
describe every piece of action. A consistent approach is important: if a description
starts out as detailed, it should not suddenly become scant.
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6. Proposed AD guidelines for Bollywood films
6.3.10. Describers
Describers should be chosen to fit the genre, the nature of the film/programme and
the intended audience. Ideally, the same people should be used to describe a series of
films/programmes, both to ensure a consistent style (eg in terms of level of detail) and
because the description forms a part of the film/programme for users.
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7. Practical aspects to providing AD on
Bollywood films
In order to gauge the scope for such a project, it is important to gain a clear
understanding of the practical issues involved in making Bollywood films accessible to
blind and partially sighted people using AD. To this end, it becomes crucial to ascertain
what factors, if any, could have severe implications on further development of this
concept. A few of the factors are quite apparent to anyone with a basic understanding
of the Bollywood film industry and its operational structure. These can be broadly
classified in the following categories:
Lack of awareness of AD within the target market in the UK and India
Operational barriers for the industry to provide AD on its films
Commercial considerations.
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7. Practical aspects to providing AD on Bollywood films
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7. Practical aspects to providing AD on Bollywood films
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7. Practical aspects to providing AD on Bollywood films
7.4. Conclusion
The current RNIB Bollywood Audio Description Project was designed to identify the
potential market for audio described Bollywood films within the blind and partially
sighted Asian community in the UK and India. The results from the quantitative and
qualitative Bollywood research studies clearly state that:
Blind and partially sighted people from the Asian community in the UK and India
who participated in the studies are more likely to watch a Bollywood film with AD
than without it. The qualitative study was able to establish that blind and partially
sighted people enjoyed watching a clip with AD significantly more than they
enjoyed watching the same clip without AD.
There was a clear preference for AD to be in the language of the film, ie Hindi,
amongst the respondents who participated in the qualitative research study.
Respondents asked for description over songs as well as the standard storyline as it
helped them understand what was happening on the screen without any external
assistance.
The qualitative and quantitative research studies were unable to establish preference
for any specific medium, such as television/DVD/cinema, to watch audio described
Bollywood films. The younger respondents tended to prefer cinema viewing while
older respondents clearly showed a preference for television/DVD viewing.
7.5. Recommendations
Based on the conclusion and the barriers outlined above we propose the following
recommendations:
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7. Practical aspects to providing AD on Bollywood films
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7. Practical aspects to providing AD on Bollywood films
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7. Practical aspects to providing AD on Bollywood films
101
References
Bose, M. (2007). Bollywood a History. Gloucestershire: Tempus Publishing Ltd.
Communications Act (2003) (c. 21) Part 3 – Television and Radio Services, Chapter 4 –
Regulatory provisions. Available online:
http://www.opsi.gov.uk/acts/acts2003/pdf/ukpga_20030021_en.pdf
[Accessed: 13 May 2009]
FICCI – Pricewaterhouse Coopers (2007) – Indian entertainment and Media Industry.
Available online: http://www.pwc.com/en_IN/in/assets/pdfs/indian-entertainment-
media-industry-growth-story-unfolds.pdf [Accessed date 14 August 2009]
FICCI and Pricewaterhouse Coopers (2008) Indian entertainment and Media Industry:
Sustaining growth report 2008. Available online:
http://www.pwc.com/en_IN/in/assets/pdfs/indian-entertainment-media-industry-
sustaining-growth.pdf [accessed 14 August 2009]
International Indian Film Academy (2007) The Indian Film Industry [online]. Available
online: http://www.iifa.com/web07/cntnt/theindianfilmindustry.htm
[Accessed 13 May 2009]
Information Centre, The (2006). Registered Blind and Partially Sighted People Year
ending 31 March 2006. Available online:
http://www.ic.nhs.uk/webfiles/publications/blindeng06
/RegisteredBlindPartiallySighted311006_PDF.pdf [Accessed: 13 May 2009]
ITC Guidance on Standards for Audio Description (May 2000)
Available online: ITC Guidance on Standards for Audio Description (May 2000)
htttp://www.ofcom.org.uk/static/archive/itc/uploads/ITC_Guidance_On_Standards_
for_Audio_Description.doc [accessed 14 August 2009]
Leicester City Council (2009) Area Profile for the City of Leicester: Demographic and
Cultural. Available online: http://www.leicester.gov.uk/index.asp?pgid=1009#Eth
[Accessed 13 May 2009]
Ofcom, Code on Television Access Services (2006)
Guidelines on the Provision of Television Access Services. available online:
http://www.ofcom.org.uk/tv/ifi/guidance/tv_access_serv/guidelines/.
[Accessed 14 August 2009]
http://www.ofcom.org.uk/static/archive/itc/uploads/ITC_Guidance_On_Standards_
for_Audio_Description.doc [accessed 14 August 2009]
Ofcom (2008) – Access Services Audio Description: Research into awareness levels
[Accessed 14 August 2009]
102
References
Office for National Statistics (2004) Ethnic group KS06. Available online:
http://neighbourhood.statistics.gov.uk/dissemination/LeadTableView.do?a=3&b=2767
72&c=tower+hamlets&d=13&e=13&g=346968&i=1001x1003x1004&m=0&r=1&s=1243
701148545&enc=1&dsFamilyId=47 [Accessed: 13 May 2009]
Pokharel, G.P and Marriotti, S.P (2004). Global data on visual impairment in the year
2002, Bulletin of the World Health Organization: 82 (11), 844 - 851.
Sefton, T., Baker, M. and Praat, A. (2005). Ethnic minorities, disability and the labour
market: A review of the data. Available online:
http://www.rnib.org.uk/xpedio/groups/public/documents/publicwebsite/public_data
review1.doc [Accessed: 13 May 2009]
Tate, R., Smeeth, L., Evans, J., Fletcher, A., Owen, C., and Rudnicka, A. (2005), The
prevalence of visual impairment in the UK: A review of the literature. London: RNIB
UK Film Council (2007), Statistical Year Book. London, UK: UK FC
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Appendix 1: Questionnaire for qualitative
study
Instructions
RNIB through this study seeks to establish whether there is a potential market for
audio described Bollywood films in the UK. It also aims to establish preferences in
relation to AD guidelines for Bollywood films, in order to increase viewing and
viewing pleasure.
It is a detailed interview on one to one basis.
I will be completing the questionnaire based on your responses to the questions.
I will be recording this interview solely for the purpose of transcribing the interview
at a later date.
The information I gather through this study will be treated as confidential and
anonymous. It will be used solely for RNIB’s Bollywood Audio Description Project.
If we use your quotes, they will not be attributed to your name.
The interview will not take more than 35 mins to finish.
If you would like to get in touch with me with regards to the Bollywood Project
research study, I can provide you with my contact mail ID and my direct telephone
number at RNIB:
Sonali Rai
Bollywood Project Officer
Media and Culture Department
RNIB
Email: sonali.rai@rnib.org.uk
Telephone: 020 7391 3270
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Appendix 1: Questionnaire for qualitative study
2. Which of the following describe what you are able to see? (Choose all
the options that apply to you)
A. I can see well enough to recognise a friend across the road.
B. I can see well enough to recognise a friend across a room
C. I can see well enough to recognise a friend who is at arms length away
D. I can see well enough to recognise a friend if you get close to his or her
face.
E. I can see the shapes of the furniture in a room
F. In a room during daytime, I can tell by the light where the windows are
G. I cannot see anything at all.
H. Prefer not to say
Notes:
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Appendix 1: Questionnaire for qualitative study
Notes:
4. When watching TV: (Choose all the options that apply to you)
A. I have difficulty seeing the buttons on the remote control
B. I have difficulty seeing the picture on the TV screen
C. I have difficulty seeing the fine detail on the TV screen
D. I have difficulty seeing text on the TV screen
E. I am able to see the light of the TV screen
F. I cannot see anything on the TV screen
G. I do not find that I have any difficulty following what is going on the screen
H. Other...
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Appendix 1: Questionnaire for qualitative study
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Appendix 1: Questionnaire for qualitative study
11 How did the addition of audio description affect your experience of the
film clip?
108
Appendix 1: Questionnaire for qualitative study
13. What can you tell me about what happened in that clip?
1. How many people do you think there were in the clip?
2. What can you tell me about the location?
3. What is Raj carrying?
4. What is Raj doing?
5. What is the woman carrying?
6. What is the woman doing?
15. How did the addition of audio description affect your experience of the
film clip?
- Was there too much talking and information/ verbose
- Was it more relaxing?
16. What additional items did you understand with the second audio
described clip?
- Location
- Detailed information
- Characters
- Story/ Plot
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Appendix 1: Questionnaire for qualitative study
17. How did the addition of audio description affect your experience of the
song in the film clip?
Did you feel the description interfered with your enjoyment of the music?
Did you feel enjoy the song more because you were aware of what happened
on the screen?
General questions
19. Are there any ways the audio description could be improved to make
your experience of the film better?
20. If a Bollywood film was shown with AD on TV, do you think you would
watch it?
What factors would influence your decision to watch it? ie:
A. Language of the AD - Hindi / English
B. Level of description (too wordy, not descriptive enough)
C. Accessibility to AD(ed) Bollywood films
A. Yes
B. No
Notes:
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Appendix 1: Questionnaire for qualitative study
21. If a Bollywood film was available with AD on DVDs would you watch it?
What factors would influence your decision to watch it? ie:
A. Language of the AD - Hindi / English
B. Level of description (too wordy, not descriptive enough)
C. Accessibility to AD(ed) Bollywood films
A. Yes
B. No
Notes:
22. What is your source of information for products specially designed for
Blind and partially sighted people?
A. Newspapers & Magazines
B. Internet
C. Radio
D. Television
E. From friends or family
F. RNIB
G. From my local organisation working for Blind and partially sighted people
H. Local authority / social service organisations
I. Other local organisations
J. Specialist magazines i.e. RNIB magazines
K. Talking Newspapers
L. Other
Please ask for details of each of the option that the respondent selects,ie
Respondent selects talking newspaper; please ask which talking newspaper
specifically.
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Appendix 2: Questionnaire for quantitative
study
Questionnaire Number:
Interview Date: (dd) ____: (mm) ____: (yy) ____
Start time: (hh) ____: (mm) ____
End time: (hh) ____: (mm) ____
Interviewer:
City:
Location of interview:
Home (Code 1)
Community centre (Code 2 )
Other (Code X)
Specify:
Type of interview:
Face-to-face (Code1)
Telephone (Code 2)
Introduction
Hello my name is ___________________I am from Agroni, an independent research
organisation. We are working in partnership with the Royal National Institute of Blind
people to explore the Bollywood film viewing/watching habits of blind and partially
sighted people within the Asian communities in the UK. The main aim of the research
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Appendix 2: Questionnaire for quantitative study
is to talk to people like your selves to find your specific needs and preferences in
relation to audio description of Bollywood films. I will appreciate if you could spare
approximately 10 minutes of your time to give us your invaluable opinion.
Everything you say will remain strictly confidential and you will not be identified in any
way in our reports. Furthermore I can assure you that your participation in this
research is completely voluntary and you have rights to not answer any questions that
you feel uncomfortable with and you may ask for termination of interview at any point.
Screening questions
S1: Before starting the interviews, I would like to find out your preferred
language for the interview. Would you like this interview to be conducted in?
English (Code 1) Continue
Bengali (Code 2) Continue
Hindi (Code 3) Continue
Urdu (Code 4) Continue
S2: Please tell me how would you describe the present conditions of your sight?
Blind (Code 2) Recruit to quota
Partially blind (Code 2) Recruit to quota
Neither (Code 3) Close
S4: Did you take part in any RNIB research in last 6 months?
Yes (Code 1) Thank and close
No (Code 2) Continue
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Appendix 2: Questionnaire for quantitative study
About respondents
Q1: Which of the following age bands are you in: (Single code)
18-24 (Code 1) Continue
25-34 (Code 2) Continue
35-44 (Code 3) Continue
45-54 (Code 4) Continue
55-64 (Code 5) Continue
65-74 (Code 6) Continue
75-84 (Code 7) Continue
85+ (Code 8) Continue
Q2: Which of the following describe what you are able to see? (multi code)
Options Code
I can see well enough to recognise a friend who is at arms length away 3
I can see well enough to recognise a friend if I get close to his or her face. 4
In a room during daytime, I can tell by the light where the windows are 6
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Appendix 2: Questionnaire for quantitative study
Options Code
Other X
Specify X
115
Appendix 2: Questionnaire for quantitative study
Options Code
Use a magnifier 4
Just try to pick up as much as I can from the sound of the film or 9
programme
Use audio description to explain to me what happens on the screen 10
Others X
Specify X
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Appendix 2: Questionnaire for quantitative study
Q7. How often do you currently watch Bollywood films on DVD? (Single code)
About once a day (Code 1)
About a couple of times a week (Code 2)
About once a week (Code 3)
About once a fortnight (Code 4)
About once a month (Code 5)
About once every 3 months (Code 6)
About once a year (Code 7)
Never (Code 8)
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Appendix 2: Questionnaire for quantitative study
Q8. What, if any, factors stop you from watching Bollywood films on TV or DVD?
(Multi code)
Options Code
I do not own a TV 3
Other X
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Appendix 2: Questionnaire for quantitative study
Options Code
I use a magnifier 4
I just try to pick up as much as I can from the sound of the film or 9
programme
Other X
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Appendix 2: Questionnaire for quantitative study
Q10. How often do you currently watch Bollywood films on the cinema? (Single
code)
About once a day (Code 1)
About once a week (Code 2)
About a couple of times a week (Code 3)
About once every two weeks (Code 4)
About once a month (Code 5)
About once every 3 months (Code 6)
About twice a year (Code 7)
About once a year (Code 8)
Never (Code 9)
Q11. What, if any, factors stop you from watching Bollywood films on TV in the
cinema? (Multi code)
Options Code
There is no local cinema that plays Bollywood films near where I live 2
Other X
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Appendix 2: Questionnaire for quantitative study
Q12: Had you ever heard of audio description before today? (Single code)
Yes, I have heard of it but I don’t know what it is (Code 1)
Yes, I have heard of it and I know what it is (Code 2)
Yes, I have heard of it and I use it (Code 3)
No, I had never heard of it (Code 4)
Not sure (Code 5)
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Appendix 2: Questionnaire for quantitative study
Q14: What are your sources of information for products specially designed for
Blind and partially sighted people? (Multi code)
Options Code
Internet 2
Radio 3
Television 4
RNIB 6
From my local organisation working for Blind and partially sighted people 7
Talking Newspapers 11
Other X
Please probe for details of each of the option selected by the respondent. For
example if the respondent selects talking newspaper; please ask which talking
newspaper specifically.
Any other comments
Respondents’ details
For quality control purposes our office randomly contacts some respondents to ensure
that the interview was conducted accurately and ethically (show thank you leaflets).
There is no guarantee that you will be selected for the random checking. However, I
will appreciate if you could give the following information in case my office would like
to talk to you about my conduct as part of Agroni’s standard “Quality
Control/Respondents’ Care” procedures.
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Appendix 2: Questionnaire for quantitative study
Date
*Delete as appropriate
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