BT Sport deploys Red Bee Media automated subtitling tech

BT Sport has announced a new partnership with Red Bee Media to make live content more accessible with the company’s automated subtitling service.

The broadcaster will deploy ARC (Automatic Real-time Captioning), to increase the amount of subtitled sports content that it provides viewers by around 200 extra hours per month.

BT Sport becomes the first major UK broadcaster to deploy the tech, with ARC supporting a wide range of live sports coverage alongside Red Bee Media’s existing human subtitling service.

Red Bee Media said that ARC is a “highly accurate automatic live subtitling system that enables broadcasters to efficiently increase the amount of subtitled programming they bring to viewers. Offering best in class accuracy to deliver cost efficient accessibility while ensuring regulatory compliance so the widest possible audiences can enjoy live content.”

Jamie Hindhaugh, head of BT Sport, said: “We are working hard to make our programming as accessible as possible – viewers can expect to see more developments this season. Our use of ARC builds on our landmark broadcasts of The FA Disability Cup over the last two years, which at the time were the most accessible live broadcasts of football matches to date in the UK.”

Tom Wootton, head of product for Red Bee Access, said: “Providing equal access to content for all viewers is vital for successful and progressive brands. BT Sport has been at the forefront of providing accessible content for several years with Red Bee Media, so we’re delighted to strengthen that partnership with the broadcaster once again as it expands its offering. At Red Bee Media, we pride ourselves on our innovation and global team of experts, who bring unrivalled resilience, reliability and industry-leading quality.”

The news comes days after BT Group and Warner Bros. Discovery completed the merger of BT Sport and Eurosport into a 50:50 joint-venture. In a press release, the companies said that BT Sport and Eurosport will “retain their separate product propositions for a period of time”, with the intention to “launch a new sports brand in the market and present this combined sports offering together with an entertainment offering from Warner Bros. Discovery.”

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