LumoTV, the world’s only commissioner of sign-presented programming, has announced the launch of its new campaign, ‘The 91% Mandate’, encouraging broadcasters, commissioners and production companies to work more closely with the deaf community and increase the volume of content created directly in sign language by deaf talent.
As part of the campaign LumoTV is releasing new research it commissioned, conducted by Heriot-Watt University, which reveals that 91% of deaf audiences in the UK prefer TV content created in BSL over sign-translated programming.
LumoTV – which has to date commissioned over 450 programmes in BSL – is calling on channels, commissioners, and production companies to work more closely with LumoTV, the deaf community and deaf talent, advocating for greater understanding of the demographic and commitment to creating sign-presented content. The initiative aims to ensure equity and authentic representation, moving broadcasters beyond compliance with current 5% BSL obligations under Ofcom’s Television Access Code and avoid confining BSL content to an interpreter in the corner of the screen – known as sign-translated programming
Camilla Arnold, CEO of LumoTV, says “We have a strong relationship with UK broadcasters, and we really appreciate the engagement of executives at those channels with LumoTV. The future we want to create with them is well within reach and ‘The 91% Mandate’ campaign aims to catalyse the growth of sign-presented content, made by deaf creatives in the spirit of ‘nothing about us without us’. LumoTV is the aggregator of the deaf community and we’re really excited about the prospect of increasing sign language content in the UK with our channel partners.”
Herriot-Watt’s research showed a consistent preference for sign-presented programming across all age groups, highlighting a strong demand for content created natively in BSL and designed around deaf viewers’ preferences. 59% of respondents said they would like to see more original programmes produced directly in sign language, alongside a more targeted use of sign-translated content.
The findings suggest that while sign-translated programming continues to play an important role for information-led and live formats such as news programmes, deaf audiences place particular value on sign-presented content for genres including drama, comedy and documentary. Respondents cited not only ease of understanding, but enjoyment, relatability, quality and everyday usefulness as key reasons for their preference.
‘The 91% Mandate’ campaign champions sign-presented content as a powerful way to deliver authentic representation, celebrate deaf culture and talent, and create programming with lasting creative and cultural value.
Camilla Arnold, CEO of LumoTV, comments: “Sign language is a visual language and is part of our culture, our history, and our way of understanding the world. This research shows clearly that deaf audiences want to be addressed directly, in their own language, through content that feels authentic and made for them.”
“As technology evolves, including the growing use of AI-generated avatars, it’s more important than ever that we continue to invest in real people, real stories and real representation. There is a huge opportunity here for broadcasters and commissioners to continue and expand their work with us, be true allies for supporting diverse audiences, and actively help us pioneer high-quality, sign-presented content that isn’t just a tick box exercise but is both commercially and culturally enriching.”
“This is about collaboration, creativity and ambition,” Arnold adds. “By working together, we can create truly fantastic and compelling television that incidentally meets access needs and celebrates deaf talent on-screen and behind the scenes.”
Staff Reporter
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