Amazon has pledged to add captions for every single video offered through the Amazon Video service.
It’s thanks to a new partnership with the USA’s National Association for the Deaf, in the hopes of making content more accessible for those with impaired hearing.
We should note that Amazon already offers captions for all of its content available for free through Amazon Prime.
By contrast, the new commitment will see Amazon provide captions across the content available for rental or purchase, outside of Prime, too.
The agreement will see captions added to over 190,000 titles, with a final deadline of December 31, 2016.
However, Amazon hopes to have captioned at least 90% of video content by the end of 2015.
“Amazon has long been committed to making its video content available to all of its customers,” says Jim Freeman, VP of Amazon Video.
Freeman continues: “We have already undertaken, at our own expense, to provide captions on titles that content providers have not provided.”
He adds: “We are happy to partner with NAD to extend captions even deeper into our back catalog of titles.”
According to a press release from the NAD, the captions will be consistent with FCC standards for “completeness, accuracy, synchronicity, and placement”.
“This is an enormous step in making online entertainment accessible to the 48 million deaf and hard of hearing people in the United States alone,” says Howard Rosenblum, the NAD’s CEO.
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