Making entertainment and education more user-friendly for people with sight or hearing impairments is very important to us and in turn led to Masreya Media pioneering the launch of access services in the region. We are proud to be the first localization company to not only introduce both audio description (AD) and subtitling for the deaf and hard of hearing (SDH) to the Middle East, but to actively sponsor and support their development.
Audio Description (AD)
We worked with the Egyptian Ministry of Culture, in cooperation with the National Center for Children’s Culture, to help introduce the discipline of audio description (AD) to the region. AD provides those who are blind or have impaired vision with the ability to enjoy their favourite films and shows by following the detailed voice descriptions that explain exactly what is happening on screen. Masreya Media proudly sponsored an audio description event as well as a host of workshops during the 22nd Cairo International Cinema and Arts Festival for Children in 2015. This led to us launching the first audio described movie in Egypt, “Saladin”, directed by the renowned Egyptian director Youssef Chahine in 1963. The preview was graced by Star Nadia Lotfy, one of the original cast members of the movie. Following this event, we were commissioned to audio describe 47 movies for the leading TV network in the Middle East.
Subtitling for the deaf and hard of hearing (SDH)
One of our most gratifying feats in subtitling was introducing the discipline of subtitling for the deaf and hard of hearing (SDH) to the region. SDH allows viewers with hearing impairments to become aware of descriptions of sounds that occur on screen and are integral to the pace and enjoyment of the scene, going beyond just reading what the characters are saying. Our team attended workshops in London to learn the skills needed to master the art of SDH. Once we’d started working with the method, we organized focus groups with people who are hard of hearing to test and perfect our new skills.
We’re delighted to have pioneered these access services and welcome companies to incorporate them into their work.
Why us? We ensure a personal touch
We are socially responsible with an adaptable team who are here to add that personal touch to every job that comes in without rushing or compromising the quality or integrity of each project.