To see an example of insensitivity to the needs of deaf and hard of hearing people, look no further than the CEO of Netflix, Reed Hastings. As seen in blog posts from Matthew (a hearing? blogger), who reports on what happened when he asked Hastings about the lack of captions on Netflix's online video, and then the reaction from deaf blogger Jared, Hastings is an ignorant b******.
 Bad Attitude Photo © Flickr user tabrandt |
What did Hastings say that merits his being called an insensitive b******? According to Matthew: "Mr. Hastings said other sites didn't offer captions, and mentioned hulu.com as one of them." This is a grossly incorrect statement, as Matthew points out. Hulu.com DOES have some captioned video. But that's not all. Netflix's insensitive, ignorant CEO also said that when captioning technology was more widespread (i.e., improved) Netflix would "incorporate" it. Hello! The technology for online captioning has been available for years! And even that's not all. Hastings also had the nerve to exhibit a "let them eat cake" attitude, saying that deaf customers could get captioned DVDs in the mail! Finally, Hastings "agreed that adding captions wasn't an active agenda item," i.e., it was not important to Netflix.
What can the deaf and hard of hearing community do to change attitudes like Mr. Hastings' attitude? Captioning is not required on the Internet, so we have no choice but to fight! There is plenty we can do in this battle! We can launch a major negative publicity campaign to educate people, particularly people in the "hearing world" about this company's refusal to put captions on their online videos. We have many tools available to us.
What can you do in this "war" on Netflix? You can:
- Facebook! Post in your "what am I thinking about now" box, contact friends, set up Facebook groups devoted to getting Netflix to caption online video. Update: A Facebook group (over 700 as of June 7 and still growing) was set up: Netflix Watch-Instantly Needs Closed Captions! at http://www.facebook.com/group.php?gid=72815765309.
- Update: We need mainstream media to become aware of this issue. If you know a technology/media technology or business reporter, columnist, or blogger through Facebook or another social networking site, tell them about how we want captions on Netflix and what Hastings said. If you are followed on Twitter by a technology/media technology or business reporter, columnist, or blogger send them a direct message about this.
- Set up a negative website that targets Netflix for their attitude. Maybe call it NetflixWontCaption.com.
- Blog. The more people who blog about this, the better. We need to strike while the iron's hot.
- Twitter! Twitter campaigns have been successful for other purposes. Netflix is on Twitter; you can send a message to @Netflix saying you want #captioning on Netflix streamed media.
- MySpace! Set up MySpace pages targeting Netflix.
- Email! If you are a Netflix customer, flood their email box with demands for captions online.
- If you belong to a deaf-related mailing list on for example Yahoo Groups, put the word out on your mailing list. Families with deaf and hard of hearing children especially need to be aware of this. It affects their child.
- Post a video on YouTube (there are deaf video sites, but YouTube will get the attention of hearing people).
- Old-fashioned letter writing. It can still have an impact.
- Other social networking sites - get the word out there.
If we have a big enough negative publicity campaign about Netflix's refusal to caption online, I can almost guarantee that the story will be picked up by mainstream media. Mainstream media has reported on things like successful Twitter campaigns. The Deaf and Hard of Hearing community CAN make Hastings wake up and realize how wrong his attitude is. All it takes is negative publicity - LOTS of it.
You go girl! I’ve posted links to Matthew’s post–and this post!–on TechCrunch. Negative publicity day for Hastings!
I got a twitter with many followers to retweet this post.
I second what Tayler said…
Jamie, I like it when you take off the kid gloves!
Facebook Link about Netflix
http://www.facebook.com/home.php#/group.php?gid=72815765309
I recently added Netflix because it’s compatible on the Xbox 360. Was very excited until I saw that nothing streamed had captioning. I will be canceling the Netflix subscription and letting them know why.
Along with what you all are doing, I suggest you also contact your representative and ask them to support the 21st Century initiative at http://www.coataccess.org
Sony does the same thing with their PS3 down loadable service It feels like some collaboration is going on to screw their Deaf customers!!
heres a link to a forum where I copy/pasted my phone call to Sony… I’m Flaminskull77
http://www.facebook.com/group.php?gid=72815765309
I have a different issue with Netflix and captioning. I have a DVD membership, and have become confused and frustrated trying to figure out which films will have captioning. Here is my experience: DVDs that say they are captioned indeed are, but they represent only a small percentage of their collection. If a DVD description says it has “subtitles” then I can use that, as an English “subtitle” works the same way. BUT there are many DVD’s on their site that say neither close captioned or subtitles, and yet many of them ARE captioned, but there’s no way to tell which ones until it arrives. I simply wanted to make the management aware of the issue, I had no illusions they were going to run out and check every DVD, but hoped that as they added new titles, there might be some designation given. But, when I went to their website, I could only find a “canned” set of e-mail topics, or a telephone number to call customer service. I know I could use a relay and phone them, but you know, and I know, that the average customer service rep is not going to have any idea what I’m talking about, and is certainly not going to be empowered to do something about it. I searched and searched for a physical address, so I could write a letter, without success.
Although their DVD service can be a great and inexpensive convenience, it is my impression that the company makes no extra effort to accomodate or understand the needs of deaf or hard of hearing customers.
I am a University student, and because my major and minor does require me to watch videos on occasions to write papers, I am disappointed with NetFlix for that only reason. I tried to download it and find out later that I wasted my time. I told my boyfriend stick with the DVD’s but they would be hearing from me. I have been thinking of sending more emails. As for Hulu.com, they have saved my life on a number of occasions, at least when I put in a comment under review, I always say caption for my fav. shows. I am disappointed about the film sections though. But I am amazed that some company is will to step forward to get more people to join in. Great blog!
“Hey,folks! Hasn’t anybody heard of the ‘ACLU’?
They do wonders! They love this kind of stuff!!
It’s not just Netflix – the cable news networks don’t include captioning on their streams either (FOX,CNN and MSNBC)- I’m a news junkie and it is really annoying to me that I can’t enjoy the news streams.
I wonder if we could get an attorney interested in filing a class action suit? It seems they are filed for everything else; this would be a much more valid reason for one, IMO.
Some Netflix rentals I’ve had, did not have the advertised captions. I’ve written to YouTube folks too, National Geographic and more–please Caption. Keep pressure.
An idea? I realize that online petitions are problematic and not really that useful but people who click a link to READ the petition can get informed about the issue. I sign petitions that I believe in for that reason, to give a good ’show of hands’ when attempting to inform the public just how important an issue may be. 100 that sign is not as effective as thousands that sign.
You state that “Captioning is not required on the Internet”. This is not entirely true. According to the 508 Standards – at the very least Government AND E-Commerce sites need to be made accessible to everyone. I am a manager for a Florida State Agency Web site, and we have been trying for a very long time to get our site up to standards so Everyone- can access and use our information. One of the toughest things I run into is offices wanting to post videos.
Unfortunately due to powers above me, some are posted without captioning, but we at least provide a text transcript (I know – not quite the same – but I only have so much pull).
With our budgets being cut, and state workers losing their jobs, I am afraid that accessibility is once again going to fall from the “very important list”.
I will continue to do what I can, to make and keep our site accessible. Though I am not deaf nor blind, I have seen the frustrations both run into while trying to do research on the Web and am very sensitive to their needs.
One of my best friends works for Blind Services, and I am forwarding this to her, as she has helped make major changes, and has several contacts in both the blind and deaf communities. With Wal-Mart being sued due to an assistive technology user not being able to purchase from their site, I am thinking NetFlix may want to be careful on how they comment on this. Saying it is not on their agenda was opening them up for possible lawsuits – thanks to the 508 Standards!
I am going to spread the word, and remember – there are still some of us who really do care! and believe that Everyone has the right to enjoy online experiences.
Correction to my last comment. It should have read that Target was sued, not Wal-Mart. Sorry was thinking one thing and typing another.
In response to CTL;
I don’t understand your comment that cable news does not have captioning. I use it all the time. Maybe its your TV or cable service?
I agree its frustrating when you are unable
to obtain cc from certain dvds.However whatsworse for this hearing impaired person is not being able to enjoy going to movie theaters!I live for the day for cc to be available @ most/all movie theaters../.
Good – lets take action! Not only against NetFlix but against all media websites such as CNN.com. While there may be a law saying that sites should be accessible, even Whitehouse.gov isn’t accessible! For instance, http://www.whitehouse.gov/blog/NewBeginning/ isn’t even captioned.
I canceled my NETFLIX DVD Rental account as I asked when signing up only to receive Closed Caption DVD’s After 8 months of trying to get only closed caption movies I canceled my service as I did not appreciate their attitude towards the DEAF Community. I urge all to cancel their NETFLIX accounts for the reason of this CEO’s comment of not caring for us. Show NETFLIX we are a viable force in consumerism.
I would like to have CC too, but I think you guys are sure adding a lot negative tone to his somewhat generic statements.
I am not personally affected by Netflix’s lack of subtitles but from reading multiple deaf consumer’s complaints about Netflix’s lack of support of Closed Captions I can sympathize with their point of view. from a technological standpoint I would say that Netflix has totally failed.
Latest news about NETFLIX ….
i cancelled my membership to netflix a while back over THIS very issue! WHY should i have to mail stuff back and forth, instead of being able to enjoy the ‘instant’ live stream of movies