Brand Purpose Future of TV

BT Sport spreads the word on increased subtitle output

By John Glenday | Reporter

September 5, 2022 | 3 min read

The broadcaster is to avail itself of Red Bee Media’s automatic real-time captioning service to speed up the process of transcribing.

Red Bee Media

The service will complement existing manual subtitling services performed by Red Bee Media / BT Sport

BT Sport has pledged to increase its subtitled programming output by around 200 hours a month after partnering with Red Bee Media to ensure its content is more accessible.

Driven by a desire to open up sports programming to the broadest audience possible, the tie-up is being heralded as the first time a significant UK broadcaster has embraced Red Bee Media’s automatic real-time captioning (ARC) technology.

Jamie Hindhaugh, head of BT Sport, said: “Our use of ARC builds on our landmark broadcasts of The FA Disability Cup over the last two years, which at the time were the most accessible live broadcasts of football matches to date in the UK.”

Tom Wootton, head of product for Red Bee Access, added: ”BT Sport has been at the forefront of providing accessible content for several years with Red Bee Media, so we’re delighted to strengthen that partnership with the broadcaster once again as it expands its offering.”

Launching immediately, the service will complement existing manual subtitling services performed by Red Bee Media. Automated subtitling has a history of going haywire, from an unfortunate BBC blunder ushering in the ‘year of the whores’ in 2014 to ‘willy nibbling pigs’ and David Attenborough being deposed by comedian Aziz Ansari on Netflix.

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