Watching TV shows like Money Heist, Narcos, Stranger Things, Lupin, and more has been a great experience for many people. But, have you ever wondered? What made these shows relatable even though they are from another culture or country, and originally made in another language?
Well, it was professional multimedia localization services. Localization is the process of translating and recreating content forms into another language and cultural preferences. Don’t confuse localization with mere translation, which is word-to-word conversion of one language into another. It digs deep and changes words to fit the context.
For example, in Money Heist, a localization service provider did the background music, references to culture, dubbing, changes in the script, subtitling, changing music, and more.
The Importance of Mass Media Localization
If you look at your life currently, watching TV has changed drastically in a decade. From renting, buying, and exchanging DVDs. We now prefer smart TVs with built-in applications for streaming services. Even many streaming services offer cable TV. This has made the content more easily accessible. From educational material, entertainment, or the news. Everything has become more connected and the audience sizes have increased with it. An increase in the size of the population pool has allowed artists and content producers to present their creations to a global audience. However, since actual borders do exist both tangible and intangible. We need to take certain boundaries down.
These boundaries are shortened by multimedia localization services providers. Even during the Era of cassettes or VCDs. Service providers would make movies and content more accessible by subtitling translation services and localization.
Global Effects of Localization of Mass Media
Let’s break down how localization has changed demand patterns and improved content creator profits.
Spread of Culture and Tourism
Subbing and dubbing of content both on social media and TV has resulted in a spike in interest from people in different cultures. For example, Turkish dramas have appealed to the Islamic community because of their Islamic history-based shows. Another example is ‘Stranger Things’ which is being watched in 93 different countries.
Increased Advertising
While multimedia localization have made content more accessible, it has also made it more profitable. This has allowed content creators to charge more for product placements, advertisements, and merchandise. Moreover, it has created an entire industry of voice actors, subtitling translation services providers, writers, and more. Global brands on the other hand get cheaper advertising compared to making localized adverts for each country. It is a win-win situation. Even actors make more money because of higher investment-to-profit ratios.
Global Reach
Mass media also includes social media and websites. This connects businesses and service providers with a chance to expand their reach. Localizing your website, portfolios, legal documents, and more can help you reach global audiences. For example, if you operate in the USA, Spanish translation services can help you reach US-based audiences and Spanish-speaking countries. This automatically increases your audience to about 4 times the current size.
Global Recognition
You know what, for decades, subtitling translation services have helped content producers and actors gain global recognition. That’s right! Be it Bruce Lee, Monica Belluci, or Jackie Chan. Moreover, along with these actors, the creators, writers, and more gain global recognition. Many shows have not initially done well in the market since they were released. But made bank in other countries. Social media influencers in the US or Western countries often have more fans in Asia than in their own country. Interesting, right? You can find many Americans making content for India because of its vast size of population.
Spread of Information
The COVID-19 pandemic showed us how important global communication is. As soon as the virus was discovered news of lockdown and prevention was broadcast throughout the world. Countries, offices, and many businesses began operating through the Internet. The supply chain industry had to work overtime under unique circumstances. Companies had to fire local staff to hire cheaper foreign staff just to keep functioning. All of this required localization service providers to translate and help in communication. If it was not for localization or translation things would have been different. At times, AI translations also showed why professionals need to be hired when vaccine news was inaccurately translated in various parts of the world.
Final Words
Well, translation, as well as localization of media and content are very much important. No doubt in it! Also, we often fail to realize just how difficult a job like this can be. For instance, many words and examples have no direct translations. However, professionals are often able to find alternatives. You see, local language speakers are often hired by many translation service providers for this very reason. Only natives can do the trick.
Thus, if you are a content creator of any form, make sure to consider translation and localization as a means to increase your audience size. It will make a big difference.