Title	ACCESSIBLE TIVIBU
Brand	TURK TELEKOM GROUP
Product/Service	ACCESSIBLE TIVIBU
Category	B03. Consumer Services
Entrant Company	TURK TELEKOM Istanbul, TURKEY
Advertising Agency	TURK TELEKOM Istanbul, TURKEY

The Campaign

Türk Telekom Group (TTG) conducts consumer services projects to enable everyone having equal means in accessing information and offers internet, television, video and phone services to individual and corporate customers with its advanced technology. With value-added services, products and infrastructure; TTG contributes the information and technology development in Turkey. Being aware of the importance of becoming an information society in reaching the long-term development targets of Turkey, TTG conducts comprehensive projects to provide equal opportunity in access to information and to diminish regional, economic and physical inequalities. In this regard, TTG put the Accessible Tivibu project into the practice to offer a new television experience to the people with visual and hearing impairments. "Accessible Tivibu” created great awareness among the society for understanding the needs of people with physical challenges to access information and communications technologies. TTG considers as its responsibility that every person – irrespective of socio-economic, geographical, or physical challenges –should have the opportunity to access to the digital world.

The Brief

Türk Telekom Group carries out its work aiming to enable everyone reaching information under equal terms and develops new projects to so that everyone can benefit from information technologies. Accessible Tivibu project aims at potential customers of TTG and focuses on a customer segment with no effective TV use, to change them into active users. TTG puts the Accessible Tivibu project into practice to offer a new television experience to people with visual and hearing impairments.

Execution

Visually impaired TTG customers find the opportunity to experience a qualified TV broadcast over Tivibu Web through narrator programs. The target group was also involved in the development process to come up with a user friendly product. Tivibu Home application, developed for tablets and smart phones with an iOS operating system, makes use of the vocal use feature of the devices to turn them into talking controls and hence allows commands to be listened in an audible way. Besides, by adding an Accessible Tivibu folder to Tivibu Home and Tivibu Web, alternative ways to watch films are offered for visually impaired people via audio description and for hearing impaired people via subtitles supported with sign language. The Tivibu control is equipped with a shortcut key to enable visually impaired TTGcustomers reaching descriptive films easily. Entering “555” on the control allows for access to Accessible Tivibu folder.

Having started as a consumer services project model and turned into a sustainable business model supporting common values, the project meets the criteria of the category with its social impact in addition to its sustainability. For instance, the project comprises people with visual and/or hearing impairments and is launched making use of TV, radio and printed ads. Following the launch of the project, the rate of films watched with audio description and sign language support rose threefold. In 2014, 386.024 people watched a film from the Accessible Tivibu folder 730.265 times.

The Strategy

TTG’s inclusive business model aims to provide equal opportunity in access to information and internet technologies and conducts comprehensive projects. TTG makes online TV available for people with imparities through purpose-focused modifications for different screen selections with "Accessible Tivibu”.TTGoffers via Tivibu a new generation TV platform by means of broadband internet connection with a IPTV receiver. In short, Tivibu represents TV broadcasting over Internet and provides its users many advantages compared with standard TV broadcasting to experience a qualified TV broadcast over Tivibu Web through narrator programs.