So what are you trying to achieve in this campaign and why?
- Raise awareness amongst parents that turning on the subtitles for their children will improve their literacy, in many cases, dramatically
- Encourage broadcasters and content providers to turn on the subtitles by default for TV programmes aimed exclusively at 6-10 age bracket
What age range does this work for?
As soon as they can decode basic phonemes they will see a benefit. However, the real benefit starts when a child is a sufficiently competent reader that decoding is done subconsciously. In the UK and US this tends to be around the age of six to seven. The challenge is then about speed, vocabulary, confidence and comprehension. Same Language Subtitles has been proven to be remarkably effective at improving these skills.
Are you suggesting this is done for linear broadcast or video on demand?
Are you suggesting they are on for all TV programmes?
Are you suggesting they can never be turned off?
What about adding foreign language subtitles?
Why not just tell people they can turn them on?
To be blunt though, even the best awareness raising campaign often fails to reach the families that need it the most.
What evidence is there that this actually works?
Do kids actually read subtitles?
How difficult is it for broadcasters/content distributors to do this?
Are you suggesting I no longer need to read with my children?
Subtitling is not a replacement to reading with your kids.
Are there any negative side effects to this?
Where do I go if I need more information?