After Sony sent out a plea to any and all members of the European television industry concerning the implementation of audio description (AD), one communications group finally heeded the call to support the same cause: UK's Ofcom, or Office of Communications.

Ofcom will have its own AD Awareness Campaign, which will be held through February and March 2008. Ofcom will run screen promotional trails providing information about AD in over 70 television channels within the UK during this period.

Sony, the electronics company that launched a line of Bravia television with built-in Integrated Digital Television, welcomed Ofcom's cause. Hiroshi Sakamato, Vice President of TV Operations for Europe explained:

We are all used to seeing and using subtitles on TV, but what many people don’t know is that the technology exists to make a similarly useful service available for the 30 million1 or so visually impaired people we have in Europe. The UK is leading the way and it is important that the rest of Europe does not fall behind.