I have blogged previously about this popular BBC TV series before and how Sherlock uses visual text on screen as part of the storytelling process (this is actually one of my most popular posts for hit counts!). Last week the BBC did something rather cool involving the subtitles for the deaf and hard of hearing for this series.
On Friday 12th July the BBC scheduled a repeat of an episode and urged viewers to tune in to look for clues not previously released in any other broadcast of the episode that would give fans a sneak peek into an episode title for the next series due to air later this year/beginning of 2014.
Like previous broadcasts the episode was subtitled for the deaf and hard of hearing. But in addition for this repeat only, the subtitles also displayed in the top left hand corner, letters that acted as clues to viewers and was part of the promotion to encourage repeated viewing and speculation about the new series. Nothing to do with providing access, but a fitting way to uses subtitles as part of a promotional campaign for the series. If you were watching without the subtitles switched on, you would have missed the clues but this is entirely fitting as a campaign to the programme to think outside the box and consider all your options. Below are screen shots showing the letters being displayed in the subtitles in the top left of the screen so not to be confused with any of the subtitled audio dialogue:
It spells HIS, now fans just have to work out its significance in terms of the episode title.