04/06/2026
🎾Blind and partially sighted tennis fans can experience Wimbledon in a whole new way!
Action Audio is a new way for audiences to follow sport in real-time by using simple sound cues alongside the usual audio commentary for a more thrilling experience. The technology allows fans to experience the thrill of knowing where the ball is in real time and get a real sense of how the match is going.
And as the tournament gets underway this summer, fans will be able to watch the inclusive feed on the BBC iPlayer BBC website and iPlayer for matches on centre court.
Our Hywel Davies spoke with Tim Devine, Chief Development Officer with AKQA, the company behind the development of this innovation.
Hywel: What is Action Audio and how does it work?
Tim: The idea behind Action Audio is to give people more agency to make their own minds up about what's happening in a tennis match by using the data that's created, through the Hawk-Eye system, so the adjudication for the line calling. And we turn that into abstract sound cues, so non-verbal sound cues that can complement the commentary and fill in the gaps that the commentary doesn't or wouldn't normally fill.
Hywel: It's interesting you mention that, Tim, because I suppose for people involved in commentary, people listening to and used to listening to commentary, you're being told what's happening and you don't really, I suppose, get the opportunity to use that information and sort of think about the game for yourself, I suppose.
Tim: That's right, yeah. When we started exploring the idea of Action Audio, the idea of something that wasn't using words to describe what was going on, we first kind of broke down what made sport, and specifically tennis was the first sport that we did it with, what brought the tension in it.
And one of the things that people have enjoyed the most about it over the years have been knowing how close the ball is to the line, which when we were designing it, we picked up that in one of the co-design sessions as meaningful because it contributes to tension and it's an expression of the professionalism, I suppose, that's on a tennis court. So yeah, people knowing how close the ball is to the line creates more tension and complements the commentary in a way that doesn't necessarily come through in as much detail as when it's spoken by a commentator.
Hywel: For tennis, Action Audio has been used at tournaments like the Australian Open, Queens and Wimbledon, of course. What's the reaction been like from blind and partially sighted fans?
Tim: It's been great. It's by far the most admired piece of work that I've done in my lifetime, to be honest. People seem to really appreciate it and get a lot out of it. it's a work in progress and this year is a really big year for us. We're exploring lots of ways to do it in stadium, in the courtside. And this year we're doing it in a broadcast context in collaboration with Hawk-Eye for a new product that they're launching called Hawk AR, which will complement the audio work that we've been doing with a video overlay.
So, on BBC iPlayer, there will be an inclusive feed that effectively is Action Audio plus video with augmented graphics to kind of highlight the trace of the ball, the court, all sorts of things to kind of complement what Action Audio is already doing, but really is more reflective of the fact that blind low vision, fully sighted, partially sighted is a spectrum and that people have different needs. And so, there is an opportunity to create a more rounded service by using video augmentation.
Hywel: Is Action Audio difficult to pick up for new users?
Tim: Yeah, there's definitely a nuance. Where the ball is as it moves through using the rattle of the ball, which shot type, so forehand, backhand, and then how close it is to the line. It's just a- the closer it is to the line, you get a few beeps and the less close you get one beep. So, they're really simple sound cues and doesn't take too long to pick it up and we've got a good onboarding.
[Image description: a graphic representing a tennis court with a blue court, white lines and a little bright green tennis ball in the bottom right corner. A logo for Action Audio is in the middle of the image in white with two green sound bars cradling the last "o" in audio.]