NZ closed captioning and audio description expert Able has forged an alliance with ad delivery company Group IMD – now the owner of original Auckland startup eBUS – to offer simple one-click closed captioning (CC).
The IMD Cloud service now delivers to 14,000 stations across 113 countries. “That adds up to literally millions of deliveries,” says IMD NZ business development manager Matt Martin.
“Adding CC means your TV ad can reach up to 700,000 additional New Zealanders, including assisting the deaf and hard of hearing,” Martin said. “CC is also seen in public or noisy environments such as airports, bars, waiting lounges and offices.”
A complete transcription of the commercial soundtrack, including dialogue, sound effects and music, closed captioning means that viewers at home can turn the captions on or off with the simple press of a button on their remote.
“These stats are vital information for marketing teams, agencies and anyone trying to extend their reach – 700,000 is quite a staggering number which needs to be known more widely.”
“Closed captioning has just become dramatically simpler using IMD Cloud – as simple as ticking a box,” Martin said. “By integrating with Able, IMD can caption commercials for broadcast on the primary television channels in New Zealand and Australia, plus infomercials and rapidly expanding online content.
Able NZ ceo Wendy Youens said: “We are delighted to be working with IMD to help make content more accessible.”
“We feel that these stats are vital information for marketing teams, agencies and anyone trying to extend their reach – 700,000 is quite a staggering number which needs to be known more widely” said Matt Martin.
Transparency matters
IMD NZ manager/technology director Michael Orton said: “This is a great partnership which adds features for our clients in IMD Cloud, while keeping the system’s renowned simplicity and transparency.”
- Matt Martin: 021 1911300, matt.martin@groupimd.com
- Michael Orton: 021 618 634, michael.orton@groupimd.com
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