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ITV Creative mark Deaf Awareness Week with BSL Ident and a drive to subtitle promos

Published: Fri 03 May 2019

ITV Creative mark Deaf Awareness Week with BSL Ident and a drive to subtitle promos
Rubbena Aurangzeb-Tariq joins ITV Creates line up 
As an extension of ITV’s existing programme subtitling service, giving our deaf and hard of hearing viewers improved access to our content, ITV Creative have today confirmed it will expand this service to include on air promotional materials.
Launching on Monday 6th May in Deaf Awareness Week, ITV Creative will be adding subtitles to the on air promotions for ITV network shows across the portfolio of channels. The subtitling commitment applies to promotional trails that can be completed and delivered far enough in advance of broadcast to allow for the subtitling process.
ITV Creative produce over 400 marketing campaigns a year, with more than 12,000 versions going to air (10, 20, 30, 60 second versions) to help our audiences find their favourite shows.
As part of ITV Creates, the new year-long project which sees a new on-screen identity for the ITV main channel each week of the year, ITV will feature a work by Rubbena Aurangzeb-Tariq during Dear Awareness Week.
From January 1st 2019, ITV’s on-screen idents have been changing every week, in a project that intended to emphasise and reflect the creativity at the heart of ITV’s  business.
For each week of the year, a different artist will create a piece of work, which is their expression of the ITV logo.  This will then be filmed and produced into a set of idents by ITV’s in-house creative agency, ITV Creative.
ITV Creative have worked with Artistic Director, Curator and Consultant Charlie Levine, to source and curate the artists to take part in this project, who are from a diverse range of backgrounds and are a mix of up and coming, and established artists, working across any visual arts discipline.
Rubbena Aurangzeb-Tariq is a London based artist whose work concerns culture, deaf identity and being an Asian woman in western society. Through painting and installations, she creates visual representations of language and emotional expression through her use of colour and form. Rubbena has exhibited widely in the UK and internationally.
Rubbena works with schools and galleries facilitating creative workshops and leads exhibition tours in British Sign Language (BSL). Rubbena works in the NHS as a Deaf mental health therapist and is a registered art psychotherapist.
For her ITV ident, Rubbena created a sculptural representation of BSL, which is officially recognised as one of the UK’s indigenous languages and is a vital expression of Deaf cultural identity.
ITV SignPost ITV’s in-house production facility that produces a range of content for both Deaf and hearing audiences, can also confirm that they have three documentaries in production with the British Sign Language Broadcasting Trust, and are also in production with a brand new series with CITV. 
Due to air later this year, CITV commission Dare Master will see a Deaf presenter take on amazing dares and challenges. The show will be presented in BSL with a voiceover, so will be accessible to both Deaf and hearing children.
Based in Gateshead, the SignPost team use the newest technology to provide multi-platform access provision including full accessibility translation, audio description (AD) and subtitling. SignPost are committed to being an accessible workplace, and 50% of the crew involved in their programmes are Deaf or have a disability.