How Localization Extends Reach in the Global Marketplace

Audio & Video TranslationAudio & Video Translation plays an important role in adapting both entertainment and business communication to today’s global marketplace. The use of pictures or live action with sound makes Audio & Video Translation an unusually challenging task. As video products become more complex, so do methods for translating them, making them adaptable in a nearly unlimited number of diverse foreign markets.

Videos for a range of business and educational needs require expert translation for use in foreign language markets. These include: corporate communications, such as human resources sensitivity training; marketing for new product roll-outs through online presentations; eLearning courses that teach how to use new software programs or updates. Each example requires careful project management to ensure a sensitive end product that communicates effectively in the target language.

A fully equipped production house offers a choice of one or more approaches, including: audio voice-over, usually off-screen, requiring native- speaker talent for fluency, accuracy, and authenticity; voice production must be timed to content shown on screen; dubbing, a highly skilled method, with a speaker’s voice lip-synced to precisely match the video actor’s original rhythm and lip movements; voice replacement, often used for informational, corporate, or eLearning videos that require accuracy above all; the foreign language voice is not deliberately synchronized with every lip movement.

Localization is a complex translation process that adapts audio-video work to address both language and cultural norms in foreign markets. 1 Audio, video, and multimedia localization incorporate elements like content, voice-over, graphics, and documentation. Content is carefully translated to convey the original message and intent, appealing to local markets through their own idiomatic language and values. Linguists who specialize in transcreation go a step further and recreate the “story” in a new context.

Transcreation, or creative translation, is often used for multimedia projects directed to one or more target language markets. Content is adapted to account for local norms and cultural differences, sometimes calling for changes in a script or storyline. Technical and linguistic skills come into play at the same time, to ensure a smooth blend of local ways of speaking (idiomatic language), rhythms, and tone of voice. Videos intended for complex or sensitive topics are good candidates for transcreation. In certain cultures, the original content approach may be considered offensive or incomprehensible. Experienced providers, like JBI Studios, can recreate the message or storyline to convey intended information in culturally appropriate ways and re-shoot selected scenes with green screen.

Despite the increasing interconnectedness of global markets today, many businesses fail to address the need for localization. As a result, they miss out on the advantages it offers in a complex, competitive environment. Also, despite the spread of English language usage in many foreign businesses, local and even formal internal communications take place in the local language. Up-front investment in localization improves end-user experience, providing greater comfort levels and promoting future brand loyalty. Localization can be used as a key performance indicator (KPI) to measure revenue growth or market share. 2

Companies working to establish and grow their brand presence in foreign markets are increasingly aware of the need to localize communications and products, through skillfully translated websites, training and informational videos, and entertainment products. Industries leading the way in localization for target language markets are: Entertainment – videos, films, television, pioneers in adapting to localized language methods IT IVR (interactive voice response) prompts recording eLearning, such as language learning Broadcasting

Audio & Video Translation takes advantage of sophisticated new media approaches to render a product with maximum appeal to the local audience. Even the most up-to-date, cutting edge product or content loses value if it is not user-friendly and highly Internet-searchable for local language markets. Using one or more of the most advanced, state-of-the-art programs requires specialized, expert technicians, native-speaker linguists, and experienced production management throughout.

Since 1977, JBI Studios has been an industry leader in foreign language audio and video services for the entertainment industry as well as for corporate clients. Offering professional dubbing, multimedia transcreation, narration, production, subtitling, and voice-over to the entertainment industry, they continue to be the leaders in their field. For more information on our services, please visit us at: or call (818)