The Importance of Audio & Video Translation

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• How Localization Extends Reach in the Global
  Marketplace

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• Audio Video Translation plays an important role
  in adapting both entertainment and business
  communication to todays 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.

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• 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.

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• 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
  speakers voice lip-synced to precisely match the
  video actors 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.

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• 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.

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• 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.

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• 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

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• 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

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• 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.

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• 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 www.jbistudios.com, or call (818)
  592-0056.

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• 1. http//www.gala-global.org/what-localization
• 2. http//www.commonsenseadvisory.com/AbstractView
  .aspx?ArticleID1176