The growing demand for accessible media content in the Creative Industries and increased pressure to produce more content at lower costs has led the industry to look for technological support for creating and managing audiovisual content. In order to design truly accessible technology-assisted solutions and services, it is crucial to center the knowledge and experience of the intended users –both the consumers and the professionals involved in producing the content and services. This article explores potential technological solutions for audiovisual media access services addressing intralingual, interlingual and intersemiotic access in public service television broadcasting. We introduce an ongoing research project taking a user-centered approach, and present work carried out on automatic and semi-automatic methods involving intralingual and interlingual subtitling, and description of visual content. Based on themes raised in individual and focus group interviews, we discuss how potential user groups respondto technological solutions at differing levels of maturity. We examine conceptualizations of quality, trust, and accessibility emerging in the users’ comments, and chart the differences and similarities between different stakeholders. The article demonstrates how diverse user perspectives can inform research and development andenhance our understanding of the role of technology in promoting media accessibility.