Annex
Within the vulnerable groups mentioned, disabled
people have been identified as being at greater risk of disadvantage
as a result of switchover. Sky's own research into the needs of
disabled customers, which began in 2003, supports this finding.
Sky's research, based on feedback from customer
focus groups, consultation with representative groups, and advice
from disability consultants, showed that disabled customers have
a higher level of dependency on customer service. Help is needed
in understanding and setting up digital services and with advice
once the service has been installed. Substantial changes to Sky's
customer service have been made in order to respond to the needs
of disabled people. These include:
I. A dedicated Accessible Service Team (AST)
with a ring-fenced telephone number giving direct access to an
advisor. The service is always answered by a person trained in
disability awareness. This service operates 9.00 am to 9.00 pm,
7 days a week, and is accessible by telephone, texbox, email,
fax and by letter. Sky also has a system of appointees, enabling
a disabled person who cannot communicate directly to appoint a
representative. The AST enables disabled customers to ask about
information contained in the EPG, and can assist disabled customers
in navigating the EPG. For example, disabled customers who are
unable to enter their PIN number themselves to order a Sky Box
Office film or event can contact the AST, which will order the
movie on behalf of the customer. As at 30 September 2005, Sky
had 23,008 known disabled customers. Approximately 4,000 calls
each month are taken by the dedicated helpline from disabled people.
II. Accessible TV listings information is
available either from the web site, emailed direct to the customer
or sent by post. This also includes information on access services.
III. Disability awareness training is given
to all engineers visiting the homes of disabled people. The service
call is not restricted by time. Engineers can help set up subtitles
or audio description, and they will spend time explaining how
to use the set top box and remote control.
IV. Alternative media (Braille, large print
or audio) are available for all correspondence. Sky The Magazine
has now launched two alternative formats to enable blind and visually
impaired people to access written information in an audio format.
Subscribers can request the magazine on CD or it can be downloaded
from the website www.sky.com/accessibility. On average 230 CDs
are sent out monthly. The web site receives a monthly average
of 2,500 visits to the audio magazine. On average 2,500 letters
every month are sent out in alternative formats.
V. An "easy to use" remote control
that takes into account the needs of disabled people and how they
use a remote control is currently in a prototype design phase.
The concept is to design a remote that will aid Sky viewers with
conditions ranging from minor sight impairment to more severe
forms of motor or cognitive impairment. The research phase is
now completed. Feedback is being sought on the prototype from
disabled people and their representative organisations. It is
estimated that a final product could be available by August 2006.
VI. Sky's Marketing research indicates that
disabled people need a specific marketing message which covers
not only what the cost of digital will be but also what access
services are available and information on how to use the service.
Schemes for subsidising the take-up of digital equipment should
give very clear information on the support available during and
following installation and the accessibility of the electronic
programme guide, rather than being operated on the basis of the
cheapest option.
20 October 2005
| 
