Research finds nearly all BSL-users prefer ‘authentic BSL content’ to in-vision interpreters

New research commissioned by a Deaf-led charity has found that nearly all users of British Sign Language (BSL) would rather watch television programmes created in BSL rather than those featuring an interpreter in the corner of the screen.

The research found that 91 per cent of UK Deaf audiences prefer TV content created in BSL over spoken content with an in-vision BSL interpreter.

The research (PDF), carried out by Heriot-Watt University in Edinburgh, was released by LumoTV as it launched a new campaign, The 91% Mandate.

The campaign aims to encourage broadcasters, commissioners and production companies to work more closely with the Deaf community and increase the number of programmes created directly in sign language by Deaf talent.

Sign-presented content was preferred across nearly every genre, including drama, comedy and documentaries, with news the only genre where respondents preferred sign-interpretation (328 respondents preferred interpretation compared with 306 who preferred sign-presented).

The research found that three-fifths (59 per cent) of the nearly 500 Deaf BSL-users who took part in the survey would like to see more original programmes produced directly in sign language and less production of sign-interpreted content.

Only 29 per cent wanted the balance to stay the same, and just 12 per cent asked for more sign-interpreted and less sign-presented content.

LumoTV – the only sign language-based commissioning body in the world – wants broadcasters to move beyond their current obligations under Ofcom rules that state that at least five per cent of their catalogue must be signed.

The government announced last month that platforms such as Netflix and Amazon Prime, and public service video-on-demand services like ITVX and Channel 4 will soon have to follow similar Ofcom accessibility rules to those already in place for traditional broadcasters.

This means at least 80 per cent of their total catalogue will have to be subtitled, 10 per cent audio-described, and five per cent signed.

Camilla Arnold, chief executive of LumoTV, which has commissioned more than 450 TV and web-based programmes and short films in BSL since it was founded in 2008 with Ofcom’s backing, said: “Sign language is a visual language and is part of our culture, our history, and our way of understanding the world.

“This research shows clearly that Deaf audiences want to be addressed directly, in their own language, through content that feels authentic and made for them.

“As technology evolves, including the growing use of AI-generated avatars, it’s more important than ever that we continue to invest in real people, real stories and real representation.

“There is a huge opportunity here for broadcasters and commissioners to continue and expand their work with us, be true allies for supporting diverse audiences, and actively help us pioneer high-quality, sign-presented content that isn’t just a tick box exercise but is both commercially and culturally enriching.”

Picture: LumoTV’s sign-presented dating show Hold My Hand