Channel 4 today confirms that all advertising on its network during coverage of the Paris 2024 Paralympic Games will carry subtitles – enhancing Channel 4’s commitment to making its coverage of the Games the most accessible yet.
Today’s announcement builds on its commitment made last week (11 July) that every broadcast of live sporting action from the Games will carry subtitles.
Advertising with subtitles will be supported across linear Channel 4 television around Paralympics coverage on Channel 4, More 4 and 4Seven. Additionally, advertising with subtitles will be supported on live coverage via Channel 4 streaming.
Having undertaken significant technology and operational work to prepare for the changes, Channel 4 will now work closely with its industry partners, including brands, agencies plus Peach, XR Extreme Reach and Clearcast to ensure advertising scheduled for Channel 4 during the Paralympic Games is accessible.
Verica Djurdjevic, Chief Revenue Officer, Channel 4, said: “We would like all of our brilliant advertising partners to deliver their TV advertising with subtitles embedded to make this the most accessible Paralympic Games ever. Our partners at Peach, Extreme Reach and Clearcast are on hand to help and we will support brands to make their ads accessible. Improving the accessibility of TV advertising is going to be a journey for the industry, and we are committed to helping to drive the process.”
According to the RNID, 18 million people in the UK have different, diverse experiences of hearing loss and deafness, while according to Channel 4 Sales, only 25% of advertising received by Channel 4 is enabled for subtitles.
Today’s commitment builds on Channel 4 Sales’ commitment to changing attitudes towards disability. Its Diversity In Advertising Award has run three editions over the past eight years dedicated to enhancing disability representation in TV advertising through the award of £3million TV airtime in total, across campaigns by Maltesers (2016), Lloyds Bank (2017) and Vanish (2022).
ENDS
About Channel 4
Channel 4 exists to create change through entertainment. Publicly owned yet commercially funded, Channel 4 generates significant and sustainable cultural, economic and social impact across the UK – at no cost to the taxpayer.
The broadcaster’s distinctive remit is set by Parliament, and it has a role to represent unheard voices, challenge with purpose and reinvent entertainment. For more than 40 years, it has been a British success story, engaging generation after generation of young people.
With a unique publisher-broadcaster model, Channel 4 commissions its content from the UK independent production sector. Working with hundreds of creative companies every year, Channel 4 makes a major contribution to the local, regional and national economy, creating and supporting thousands of jobs and businesses across the country.
In 2024, Channel 4 launched its Fast Forward strategy to accelerate its transformation into an agile and genuinely digital-first public service streamer by 2030. It is designed to ensure Channel 4 embraces the generational shift in TV viewing, elevates its impact across the UK and stands out in a crowded market.
From its bases in London, Leeds, Manchester, Bristol and Glasgow, Channel 4 is fully committed to harnessing the power of its regional structure to increase its impact across the UK. Through its training and development initiative 4Skills is opening up opportunities in broadcasting, with a particular focus on disadvantaged young people and addressing skills gaps across the Nations and Regions. 4Skills invests £5m in training, development and learning opportunities annually and this will double to £10m by 2025.
Channel 4 has the UK’s biggest free streaming service. Through Film4 Productions, Channel 4 also invests in British filmmakers to huge critical acclaim, producing 43 Oscar wins and 97 BAFTA wins in its history.