Date : 23/10/2023

Relevance:GS Paper 2- Social Justice - Empowerment of Disables

Keywords: Rights of Persons with Disabilities (RPWD) Act of 2016, Same Language Subtitles or Captions (SLS/SLC), Indian Sign Language (ISL), Over The Top (OTT), Accessible India Campaign

Context-

• In recent times, there have been significant milestones in the field of accessibility for persons with disabilities in India. Advocates like Sarah Sunny, who is deaf, and Rahul Bajaj, who is blind, have been instrumental in pushing for media accessibility in the Supreme Court and the Delhi High Court, respectively.
• Under the Rights of Persons with Disabilities (RPWD) Act of 2016, they are striving to ensure that reasonable accommodations are made for those with disabilities. However, there are challenges and misconceptions that need to be addressed to make media more accessible to all.

Misconceptions about Media Accessibility:

• The entertainment industry, while not overtly opposing media accessibility, has raised concerns about the perceived challenges associated with it. These concerns are rooted in two key assumptions.
• First, that media accessibility primarily benefits a small minority of individuals who are deaf and visually impaired, and that it may detract from the experience of the majority.
• Second, the industry argues that making films accessible across various devices and platforms is a complex and costly endeavor. These arguments are based on fundamentally flawed assumptions.

Media Accessibility Benefits Everyone:

• Contrary to the belief that media accessibility serves only those with disabilities, there is compelling global evidence that accessibility features benefit all viewers, including those with typical hearing and sight.
• The Billion Readers (BIRD) initiative has shown that features like Same Language Subtitles or Captions (SLS/SLC) can advance the reading literacy and language skills of a billion TV viewers. Moreover, hearing viewers often use SLS in noisy environments, such as most homes, for improved media access.
• BIRD's surveys in rural government schools in several Indian states have demonstrated that nearly all children, parents, and teachers prefer entertainment content with SLS.
• This highlights the demand for SLS on video-based entertainment among India's low-income viewers, including children, youth, and adults, who recognize its value in enhancing their reading, language skills, and education.

A Systems Approach to Media Accessibility:

• To achieve media accessibility comprehensively, the entertainment industry should adopt a systems approach.
• This approach entails integrating accessibility features seamlessly into the entire content creation, distribution, and consumption process, across the diverse linguistic landscape of India.
• An essential aspect of this approach is incorporating accessibility features as separate files within the Digital Content Package (DCP). This method is cost-effective and can be implemented consistently across platforms, channels, and devices.
• One of the primary advantages of embedding accessibility features within content is that any stakeholder can enable or disable these features at minimal cost. Compliance with the RPWD Act and the Ministry of Information and Broadcasting's (MIB) Accessibility Standards, 2019, can then become a managerial decision.

Role of the Ministry of Information and Broadcasting (MIB):

The MIB has regulatory oversight over all entertainment content in India. Therefore, it can establish guidelines and standards for content creation. For instance, the Central Board of Film Certification (CBFC) can require the deposition of SLS/SLC and Audio-Description (AD) files with CBFC after a film has been certified. Subsequently, these accessibility features can be readily activated or deactivated by any distribution channel, consumer, or device.

• Cinema halls can play a pivotal role by scheduling and promoting special shows with SLS/SLC or AD, allowing deaf and blind individuals to experience immersive theatre experiences.
• This same principle should extend to television and Over-The-Top (OTT) platforms. It is essential to make the deposition of SLS/SLC and AD files a standard practice for all films, as exemplified by the directive to Yash Raj Films in a previous Delhi High Court hearing.

Accessibility Features for All:

• India's disability rights groups advocate for four accessibility features to be included as separate files in any digital film package: SLC (SLS implied), AD, translated English captions/subtitles, and Indian Sign Language (ISL) video interpretation for picture-in-picture display. This approach ensures that media accessibility becomes the default and a choice in any content distribution and consumption scenario.
• The first two accessibility features, SLS/SLC and AD, are particularly critical. By simply requiring the deposition of these files for every film, MIB and CBFC can encourage the entire entertainment system to prioritize media accessibilit

Expanding the Reach of Media Accessibility:

• According to the World Health Organization (WHO), "among those older than 60 years, over 25 percent are affected by disabling hearing loss." The importance of media accessibility extends to a broad spectrum of viewers, including the entire population of 1.4 billion Indians. Thus, making media accessible is not only a matter of inclusivity but also a valuable tool for enhancing the media experience for everyone.

Recent Initiatives to Empowerment of Disables

• The Rights of Persons with Disabilities Act of 2016, also known as RPwD Act 2016, is a significant legal framework in India aimed at safeguarding the rights and interests of persons with disabilities. It provides for a range of measures to promote inclusivity and equality.
• The Unique Disability Identification Portal, often referred to as the UDID Portal, is an online platform developed to facilitate the issuance of a unique disability identification card to individuals with disabilities. This card helps in availing various government benefits and services, ensuring easy access to the required aid and assistance.
• The Accessible India Campaign is a government initiative with the objective of making public infrastructure and facilities accessible to persons with disabilities. This campaign focuses on creating accessible transportation, public buildings, and information and communication technologies.
• The Deen Dayal Disabled Rehabilitation Scheme is a government program aimed at providing various forms of assistance to persons with disabilities. It includes programs for skill development, vocational training, and job placement to enhance the employability of disabled individuals.
• The Assistance to Disabled Persons for Purchase/Fitting of Aids and Appliances scheme provides financial support to persons with disabilities for the procurement and fitting of assistive devices and appliances that can help improve their quality of life.
• The National Fellowship for Students with Disabilities is a scholarship program that offers financial assistance to students with disabilities pursuing higher education. This initiative aims to support their educational aspirations and ensure equal opportunities in academic pursuit

Conclusion

Promoting media accessibility for persons with disabilities is not merely a matter of compliance with legal standards but a fundamental right that enriches the lives of individuals with disabilities and enhances the overall media experience for the entire population. A systems approach, with the integration of accessibility features within content, can ensure that media accessibility becomes a seamless and cost-effective practice. By recognizing the broader benefits of accessibility features and actively implementing them, India can make significant strides in advancing inclusivity and enhancing the media landscape for all its citizens.

Source- The Indian Express