Until the mid-90s, the audiovisual sector in Brazil was dominated by free-to-air television channels that broadcast dubbed or subtitled foreign programs.
The advent of the internet had a major impact, leading to a TV revolution. The sector quickly adapted and began operating in less “traditional” areas, moving from free-to-air TV to cable services, streaming, and corporate communication.
In an article on his blog, Neil Patel notes that 100 million hours of video are watched each day on Facebookalone, while Netflix accounts for 37% of internet traffic in North America.
Nowadays, many people prefer to watch videos with subtitles. There are times when reading the dialogue is more practical, such as when it is not possible to listen to the audio. There are also significant subtitling demands for distance learning and training, television series, plays, musicals, opera films, YouTube clips , and video games.
The data are very interesting and demonstrate a major opportunity in the entertainment and corporate sectors.
Audiovisual translation involves transcribing the dialogue—and other sounds, for the deaf and hard-of-hearing — of an audiovisual product, translating it from one language into another, and synchronizing the resulting text with the images in the video. It is a comprehensive and high-quality service designed to make content available to an international and multilingual audience. It increases the reach and cultural impact of a video, as well as offering an essential form of inclusion for people with hearing impairments.
Why use subtitles?
If your aim is to be more global and reach audiences of different nationalities, your videos need subtitles!
Imagine losing a potential client because your content was not clearly communicated? Subtitles provide an important competitive edge that should be taken advantage of as much as possible.
Communication is the foundation of any business and subtitled videos play an important role in spreading your message clearly and coherently.
The skills of an audiovisual translation professional
The main characteristics required of an audiovisual translation professional are linguistic understanding of the source language and oral knowledge of jargon and slang. Video dialogue needs to be translated using short phrases and terms, while maintaining the tone of the original message.
The art of listening, translating, and summarizing the spoken word, to transform it into a succinct caption, is highly complex and requires the experience and expertise of specialist professionals. Subtitles remain on the screen for a set amount of time, which needs to be in harmony with how the viewer watches the video and reacts to the content.
Audiovisual translation services
This service is recommended whenever videos need to be subtitled or when existing subtitles need to be revised, expanding the video content to other nationalities. The most common types of videos requiring this service include:
Movies: streaming, shorts, cinema, TED talks, video on demand;
Corporate content: distance learning, webinars, marketing videos, instructions;
Accessibility: subtitles for the deaf or hard-of-hearing (SDH); or
Marketing: institutional videos, training, sales presentations, video classes, chats, testimonials, etc. In the past, marketing simply involved advertisements in newspapers, magazines, radio, TV, pamphlets, and billboards. But in recent decades, everything has changed! As the internet exploded, more and more companies began using new technologies.
Pazetti Traduções is a boutique translation agency that produces and reviews subtitle translations. The team, comprising native speakers of English, Spanish, Italian, and Portuguese, includes specialist translators and interpreters with expertise in a range of business areas and the experience needed to meet any demand. If you would like to find out more, click here to get in touch.