Ebook media-and-entertainment

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TableOfContents
1. Translating for OTT Platforms: The What, Why, And
How of it 4
2. Professional Voice-Over: What is it, and Why is it
Important? 12
3. Overcoming the 4 challenges of video transcription 19
4. 5 Video Translation Mistakes To Look Out For 25
5. Video Translation for Indian Languages Made Easy 30
6. 5 Simple Steps to Keep in Mind for High Quality Video
Translation 38
7. How to translate videos: A step-by-step guide 43
8. Closed captioning and subtitling: Are they the same? 48
9. Why Choose Cloud-Based Audio Video Localization
Solution from Braahmam + MediaWen 53
10. How does Video and Audio Translation help to Reach
a Global Audience? 58
11. Closed Captioning and Subtitling for Pre-Recorded
Programs: The What, Why, and How of it. 63
12. Translate your videos, reach more viewers 68

Translating for OTT Platforms: The What, Why, And How of it
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1. Translating for OTT Platforms: The
What, Why, And How of it
Even before the pandemic, over the top (OTT) platforms had it going good. By the end of 2019,
the international OTT market was already valued at . The pandemic in 2020 and
beyond has only helped OTT players to gallop strongly into more personal screens, as more and
more people stayed at home and avoided movie halls.
USD 86 billion
The fastest-growing market for OTT is , and other countries in the Asia Paci c, while the
largest market still continues to be North America. And the one trend that is true of almost all
markets is the production of content exclusively for streaming platforms such as Net ix, Amazon
Prime, Hotstar, and the like. This is because the OTT players want to control and own the content
being viewed, rather than just being the online versions of TV shows.
India
The other strong trend is for OTT companies to translate their movies and television shows into
other languages and make them accessible to more audiences. This translation happens through
processes such as subtitling, dubbing, or voice-overs. Any one of these approaches is used depending
on budget, time, audience preference, and content type.

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Why Translation is Important for OTT Players
OTT platforms stand to gain hugely with translation of their content. This is because:
With translation and localization, OTT companies can re-use content for di erent markets without
having to produce shows from scratch. This way, they can cater to diaspora viewers who may not be
completely uent in their native tongues, but still want to watch shows made in their home country.
It can also make content available to people who have a taste for international programming. Often,
it can be surprising how movies and TV shows turn out to be huge hits on distant shores. The
Hindi movie Dangal made USD 196 million in China alone.
1. Contentre-use:
Without translation, content stays locked in the language it was created in. Translation helps the
content travel to di erent countries, locales, and diverse audiences.

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3. Gives a competitive edge:
2. Pandemic-friendly:
4. Accessible.
While the pandemic has contributed to the booming growth of OTT companies, it has also posed
challenges to the creation of new shows and movies because of social distancing requirements and
frequent and recurring lockdowns. So, re-use of media content via subtitling, dubbing, or voice-
overs has become an easier way to move content across linguistic and national borders.
International OTT platforms often own large amounts of content. However, in one of the most
competitive markets like India, they are up against regional players, who cater to the local demand in
local languages. One of the ways the international players deal with this competition is by
translating their huge reserves of international content into the regional languages. This way, they
get some lead time in producing more tailored content for regional audiences. They can also put
their content capital to good use by translating it and engaging new viewers.
Transcripts and subtitles help everyone watch and enjoy the content. But they are especially helpful
to people with hearing di culties or auditory and comprehension disabilities that they might have.
Thus, they bring in inclusivity and show a sensitivity to the needs of all viewers.
For the regional players, too, subtitling and dubbing can take their content from one regional
language to another or even to the international arena. So, basically translation acts like a passport
for the media content and everyone wins.

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6. Suited to di erent viewing environments.
As entertainment content has moved to personal screens, the viewing environments too are not the
same as before. One may be watching a TV series in the living room, outdoors in a noisy
environment while waiting to nish some tasks, and so on. Subtitles make it easier to follow the
conversation in such viewing environments and make sure that the viewer remains engaged for
longer periods of time.
When the dialogue is translated to create a subtitle, an experienced and professional subtitler does
not just stop at literal translation. They make sure that the sense of the dialogue carries through. To
do so, they often have to go beyond translating word for word. A particular gure of speech may
not have an exact equivalent in another language. One has to not only convey the meaning using a
di erent set of words in the target language, but also make sure that they will be of appropriate
length. If they are subtitles, they must be of a matching character count so that they t on the
screen. If it’s dubbing or voice-overs, the dialogue must sync with the lip movement. This is not an
easy task, but translators are required to do it routinely to localize the script for a particular
audience.
5. Localized for an audience.

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All of these are important decisions and go to form the company’s video localization strategy. Let
your strategy be based on solid customer research and an awareness of best practices. Do not hesitate
to correct course with constant collection of feedback.
OTT players often nd that they must decide on the content to localize and the languages into
which they must translate. They also need to choose the right video translation method, such as
subtitling or dubbing. In India, a survey found that south Indian audiences are more likely to prefer
subtitling, while audiences in the north and east chose dubbed content.
The Importance of a Video Localization Strategy

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Transcriptions convert the dialogue into text. They can be either full or verbatim transcripts that
capture all sounds and actions happening on the screen. For example, like a door closing in the
background or conversation llers such as “umms”. Or, they can be edited or clean transcripts
which only capture the main dialogue on the screen and nothing else.
Transcripts are necessary for further translation work, as translators work o the transcripts.
You can translate a video through subtitles, dubbing, or voice-overs. However, there’s a preliminary
step that needs to be completed, irrespective of your translation choice. And, that is transcription.
Video Translation Methods And Their Use Cases

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Dubbing
Voice over
In dubbing, the translated dialogues are spoken by voice actors. This audio clip replaces the original
voice clip of the video. It is often the most preferred method of translation for entertainment
content such as movies, television shows, etc. It is done by professional voice actors and requires
careful timing of dialogue delivery. The words related to one screen must not spill over to another
screen. Neither must the dialogue fall very short: this will result in the actors still moving their lips,
but no audio is heard.
Voice-overs form the narrative for the video. The original audio may sometimes be heard faintly in
the background.
Subtitling refers to the process of converting the transcript from one language into another. But
translation is just one part of the process. Spotting, time coding, template creation, choosing the
font and its size and colour for subtitles, line breaks, and di erent punctuation marks as speci ed by
the client to denote di erent speakers, etc., are some of the other aspects that have to be worked
upon while subtitling shows and movies.
Subtitlers also have to sometimes create bridges between cultures. There might be a joke in the
original script which may fall at when translated. The subtitler then has to adapt the text to make it
relevant, uno ending, and also make sense.
Subtitling

Professional Voice-Over: What is it, and Why is it Important?
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Firstly, work with an experienced multilingual agency that has substantial experience in all aspects of
media localization: translation, subtitling, voice-overs, and dubbing. This way, your needs are met
in a single window. Do sample projects with the agency to make sure the expectations are set right
and con rm the resources and quality the agency can bring to the table.
Thirdly, create video and audio content with an eye towards localization. You never know which
video asset may need to be translated. So, avoid using overly local themes such as region-speci c
holidays, untranslatable metaphors, or hard-coded images with text in the video. These typically
turn into nightmares at the localization stage.
Secondly, use technology wherever possible. With the volumes of video and audio translation ever-
increasing, not all content may need the expertise of a professional subtitler or a voice actor. This
brings speed and a ordability.
Best Practices to Get Translation for OTT Right
Translation for streaming media content is only set to grow, as the market expands and becomes
deeply multilingual. It will be the game changer not just for movies and TV shows, but also for e-
learning, training, gaming, and other sectors as the revenue potential of the same asset can be
multiplied with localization and translation.

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A voice-over is also a way of translating videos into other languages so that your video can reach
many more people. When we do voice-over translation, we record the speakers’ dialogue as well as
the commentary, if there is one, in the target language. The original voices of the actors in the source
language can still be heard in the background.
A voice-over is an audio clip or layer used to provide a narrative to a video. It is in addition to the
voice of the speakers on the screen. This voice over can be in the same language as that of the
speakers or in a di erent language.
2. Professional Voice-Over: What is it, and
Why is it Important?

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Whichindustriesusevoice-over?
In the banking and nance sector, demand for voice over has increased with the use of chatbots.
These bots greet the customer and take di erent types of requests. When the bot speaks to them in
their language, it’s welcoming and reassuring to the customer.
In e-commerce, voice-overs are used to read out product descriptions, so the customer can shop
through audio while driving or multitasking.
Voice-overs are also used in many other industries such as travel where customers use voice-activated
services to achieve their goals on the website. It lets them enjoy a hands-free experience.
Multilingual voice-overs nd many applications in e-learning, television commercials, gaming,
audiobooks, and so on.
Voice-overs are used in video marketing for explainer videos, short product demos, and
so on. Though it is relevant in all industries, in some we see that they are more widely
used. They are:

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1. Prepare/Translate the script.
When writing the script, test constantly to see if the dialogue is owing smoothly when being
spoken. Are you getting stuck somewhere when reading out, or is it sounding natural? If you need
to create a voice-over in another language, you need to translate it rst.
Usually, companies spend a lot in scripting the video, recruiting the actors, and directing them. A
professional voice-over does justice to the resources you have already spent on video production.
Follow the below steps to achieve a high-quality voice over:
Translation of the script brings with it many challenges: the length of the voice-over in a particular
scene must relate to that scene and be encapsulated within that scene. It must not fall very short, or
it must not be very long, else it will spill over into the next scene.
This is easier said than done. Many a time, it is not possible to use the same number of words as in
the source language. The length of the words may themselves be di erent. And it is not just the
sheer length of the narrative dialogue that you need to be concerned with, but most importantly, if
it’s making sense.
Whatisaprofessionalvoice-over?

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3. Record in aprofessional studio.
2. Recruitaprofessional voice actor.
This often requires several rounds of translating and editing.
A good voice actor can breathe life into your script. Voice acting is a special skill that requires you
to know where to pause, what to emphasize, how to modulate your voice and the like. You also need
to determine what type of voice you need, which often depends on the subject of the video as well
as the audience. For a children’s video, you might want a playful and friendly voice. An explainer
video for an insurance product needs to sound authoritative.
It should have a soundproof booth to record the audio and professional editors to polish the voice-
over.

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Some recommendations while using voice-over
.
4. Use automated voice-overs
Unless you have a speci c reason to use professional voice actors, you can always use automated
voice-overs, if you are in a hurry. This will save you time and e ort in looking for the right voice
actors and then recording them in a studio. Braahmam’s media localization partner Mediawen o ers
automated voice-overs in a number of languages for any content type. You can choose from among
di erent types of voices, the tone required, and background music.
Firstly, decide why you want a voice-over. Is it what your audience prefers? Some audiences prefer
voice-overs to subtitles, and the vice-versa is also true. Is it more suitable for the type of video
content? Some training content may have quite a bit of on-screen text. In such cases, subtitling will
only add more text to the screen and make it look crowded. Here, a voice-over would be a better
choice. But if there are too many speakers, which consequently results in many voice actors and
requires a lot of scripts to be translated and pace-matched, subtitles may be an easier option.

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A voice-over becomes e ective when it is essential to the narrative and does not feel imposed on. It
contributes to the viewer’s experience when it’s also the best video translation option for that video.
Next, we can’t stress enough the quality of the voice acting. Recruiting the right talent requires
time, and often there is none. So, this is where compromises can happen, and you should watch out
for them. The casting gets associated with your brand. So, the right voice can create good
associations, while an inappropriate voice can bring in associations you would much rather do
without.
After writing the script, check it for cultural and social resonance. If you have used humour, is it
something that the target audience will get? Or, will it fall at? Worse still, it shouldn’t be o ending.
This is especially important if you are translating the script for a video that was perhaps lmed in
another language. The voice-over script may need to be adapted and not just translated so that it is
relevant and suitable for the target audience. Working with in-country experts is a good idea, as they
can advise you on cultural appropriateness.

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Be prepared for last-minute changes and edits. Because of the many requirements for a perfect voice-
over, sometimes there may be changes to the script while recording the voice-over. If the script is
not packing a punch, you’ll have to re-write it. If the script is not sounding great when spoken by
the voice actor, you’ll have to make it crisper. Sometimes, you might get stuck over a single word in
the source language, for which you might not nd an apt translation that is also of the same length.
Work with the right video translation company. It can take care of many of the issues such as
recruiting, cultural adaptation, and accurate translation. As it is their core job, they can get all of
this done within the project deadline and budget. They work with a huge network of translators,
editors, in-country reviewers, voice-over actors, and directors. They are familiar with the issues that
might crop up and the best practices that can be implemented.
Voice-over translation of your videos will take them to many places around the world. This audio-
visual translation technique lets you retain the same video, but adapt it for diverse audiences. This
way, it’s far less expensive, easier, and quicker than creating videos from scratch for your video
marketing campaigns, product explainers, training videos, and the like.

Overcoming the 4 challenges of video transcription
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Whatisvideotranscription?
Transcription of a video is signi cant and involves converting the audio les of the video, available
in formats like MP3 or WAV, into a text format. The transcribed text is used for the
video, generating quality reports, research purposes, etc. In movies, the original transcript of the
video can be translated into the target language, allowing for easy dubbing or voice-over.
subtitling
Though transcription sounds simple, the process requires skill and attention; challenges are aplenty,
as well. Manual transcriptions used to be the norm for quite a few years until Machine Learning and
Arti cial intelligence were introduced to the world. These technologies are helpful but need extra
veri cation with quality checks.
Online video platforms are rising in number, with many content creators, activists, lmmakers, etc.,
opting to provide entertainment and information globally. With social media being easily accessible,
these videos reach a wide range of audiences in mere minutes. In addition, video translation acts as a
helping aid and makes content accessible and legible for a global audience.
3.Overcoming the4 challenges of video
transcription

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Challenge 1:Selecting the rightresources
Challenges faced in transcription
For an ideal transcription, audio quality needs to be perfect, and the dialogues need to be in the same
language. Furthermore, the accents must be easily understandable. When this is not the case, the
challenges begin to set in.
Let’s now look at some of the faced in transcription:
common challenges
There is a need for human involvement, despite having digital transcribing applications. Apart from
reproducing the content in the video or audio le, the transcriber also works on the text formatting.
Adding punctuations, brackets that denote the speaker, or some sort of description about
background noise, including date and time stamps, interpretations for a better description of the
context, etc., are just some of the many duties of the transcriber.
The rst challenge is recruitment. Depending on the language required for the
transcription, the companies strategically employ local resources or workforce. The
individuals usually involved are transcribers and quality assurance, project, and
resource managers.

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Challenge 2:Testing audio quality
Audio quality falls second in the hurdle list. Factors like the number of people speaking in an audio
and the quality of the recorded conversations a ect the transcription output. When the audio
quality is poor, the words used can be mispronounced or misheard.
Background noise can be too high to extract the conversation, as well. Also, the dialects and accents
add to the di culty in deciphering the actual conversation, especially with poor audio quality.
Language solution companies usually have high-pro le clients with speci c demands. However, if
the audio les given by these clients are of poor quality, a transcriber may nd it di cult to
transcribe. In such situations, language solution companies have Quality Assurance and Evaluation
teams that document and report the issue to the client. Then, they further request an improved or
new audio le.
However, an issue arises when the transcription is done without any background knowledge about
the contents of the video. The most common problem in this context is the terms used, as some
topics necessitate jargon use, which the transcriber may not be aware of. Therefore, clients should
brief the transcriber regarding the context of the audio or video, as this aids in deciphering the
recordings and a ects the transcribed output. Above all, the recruited employees should be patient
enough to sit through long hours of content, repeating steps multiple times to get the info just right.

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Challenge 3:Training the transcribers
However, if the transcribers can salvage some information despite the poor audio quality, the
Evaluation team steps in to re-evaluate and verify the accuracy of the generated output. Today, these
evaluations can also be conducted by special software available in the market to eliminate any errors.
Transcribers may be skilled at typing and note-taking, but niche techniques are learned only with
job-oriented training. In addition, di erent content works at di erent contextual levels, which
means that the transcriber needs to be aware of possible client demands to meet them. Just an online
tutorial on how to subtitle videos does not provide all the skills that a transcriber needs.
Companies usually have initial training programs speci cally designed to provide an overview of
transcribing. The contents of such training programs generally include:

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Challenge 4:Ensuring securityand con dentiality
Video content is being produced in large numbers every day. However, with an increasing number
of content creators having a wide range of platforms to upload to, people nd it hard to develop
creative, unique content that attracts a large audience. So, when clients trust language solution
companies to handle their videos or audios, security and quality are highly expected.
Another struggle that determines the reliability of a company is the con dentiality and security of
the content transcribed.

Where to apply breaks and pauses in a conversation (sometimes this is speci ed by the client),

Identifying di erent voices within the audio recording and marking them,

Identifying techniques to juggle with di erent accents and dialects, grammar rules and
formatting etiquettes,

Increasing the typing ease with keyboard shortcuts,

Using the speci ed software for the veri cation of audio output,

Identifying and tagging the unintelligible words or jargon.

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Overcoming the challenges
Finally, relying on a trustworthy language solution company like Braahmam can certainly help
overcome the uniqueness of transcription.
The audio/video les need to be maintained within a secured rewall with proper legal
documentation to avoid any problems in the future. No backup of the client les is retained by the
company after the work is submitted and approved. Therefore, reliability is assured with established
and certi ed companies.
Transcription is a long process with many challenging hurdles, but working past these challenges is
easy with small steps. Establishing a friendly client relationship and encouraging teamwork can ease
the stress load. Transcribers should be involved in the discussion and informed of the speci c
contexts of the audio content and their special needs.
Proper communication will ensure a better transcription output than running into it head-on.
Acquiring high-quality security systems to ensure the con dentiality of the client’s les during each
veri cation and storage is also important.

5 Video Translation Mistakes To Look Out For
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Common mistakes to avoid in video translation
Video marketing is the future of marketing in 2021. Most social media platforms are churning out
new features to incorporate short-form video content. Thus, video translation is key to
and accessibility of your business.
improving
the SEO
Social media has turned the world into a global marketplace. Video translation is one of the tools
that help you gain access to the marketplace. It helps improve Search Engine Optimization and
opens up new horizons for businesses. Today, even small and midsize businesses can hope to attract
international clients through video content.
It is, however, fairly simple to fall into the trap of video translation mistakes. While several
platforms like Youtube, Blogger, Google and many others o er automated translation tools, these
are mostly ine ective. YouTube, for instance, provides captions in 13 languages which are often
faulty and incorrect. This often leads to misinterpretations among the viewers.
4. 5 Video Translation Mistakes To Look
Out For

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Incorrect timecoding
Timestamps are a new feature on certain social media platforms. However, most formal platforms
have incorporated timestamps to facilitate relevant content creation. Unfortunately, timestamps can
increase problems for translators. Without relevant knowledge of timestamps, translators may create
incorrect translations. Take another example from YouTube—there are several instances when the
transcripts don’t seem to match the speaker’s speed.
Video transcription involves converting audio content to text and later translating it into di erent
languages. Most business owners opt for multiple target languages to increase accessibility and
ranking. However, poor video transcripts are a major problem in video translations.
It can result from several sources, including the incorrect comprehension of the source language.
This happens when the translator or the AI tool is unable to understand the speaker. Translation
requires understanding the nuances of the source language. If the source language is English, the
translator must be uent in English and the target language. Lack of exhaustive knowledge of the
language could result in misinterpretation.
While content creation might be the new form of marketing, it is not the goal of a business.
Irrelevant content can do more harm to the business and tarnish its reputation. Thus, features like
timestamps are an important aspect of video content creation.
The problem of timestamps can also a ect dubbing during a voiceover. Bad video translation
creates a poor image and reduces the quality of the content. While you might have an expert
translator, they might not be aware of timestamp’s formatting. It is important to keep yourself
updated with the current features of your chosen time coding app in such cases.
Poor video transcripts

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Lip-sync and voiceovers
Many translators do not understand the importance of delivery and tone in dubbing.
Communication often depends on the tone and delivery of the person. Thus, translation cannot
a ord to change the tonal range of the speaker.
You curl up on the couch to watch a foreign lm. Imagine your frustration when you nd that the
is incorrect; it makes for a terrible experience. Similarly, in video content, incorrect subtitles
can reduce the quality of the content.
subtitle
Coming to a working environment, video translation mistakes only reduce the productivity of the
workspace. It creates miscommunication and alienation in the workspace.
It is not enough to know how to subtitle videos. The translator must understand the nuances of
subtitles. For instance, a common mistake is using too many characters and interjections in the
subtitles. This distracts viewers and can pose a threat to comprehension.
Timing is key to achieve good voiceovers and lip sync. It also requires precise translation and
transcription of the source language. The localized dubbing production should match the pace and
delivery of the original video.
Moreover, using machine translation like Google Translate can often result in an incorrect
translation. Google Translate cannot detect gures of speech. It o ers a literal translation of the
source language, leading to some comedic and ambiguous translations.
Lip-sync dubbing is an important aspect of voiceovers. While it is mostly used for lms and other
creative shows, it is a useful medium for business organizations.
Incorrect and irrelevant subtitles

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Not using the right tools
The right tools and resources can make a huge di erence for SEO. For instance, it can help convey
cultural di erences and variations in language. Language is more than a medium of communication.
It is a vehicle that stores culture, memories, and history. Therefore, translation cannot be taken for
granted.
As a business owner, your aim should be to make your clients comfortable. While technology
makes translation easier, it does not provide accuracy. That responsibility belongs solely to humans.
It is not enough to know how to transcribe videos. In 2021, consumers want clean, short content.
Using free translation tools might sound convenient. However, if you want to create brand
awareness, you need to think long-term.
The foreign consumer treats translation as their single source of truth. When you provide inaccurate
translation, it can induce miscommunication. It also hampers the localization of content. As a
business owner, you need to keep up with the global market. The global market calls for inclusivity
and multilingualism.
Why a language solution company is the best choice
Video translation allows businesses to localize their content and access untapped potential. The
transcripts improve ranking and increase engagement for your business. However, by relying on
generic tools, most business owners give way to mistakes. Unfortunately, mistakes
in translation can ruin the brand image. It can also lower your ranking on search engines and make
your content irrelevant.
video translation

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Video translation is an act of both creativity and knowledge. While you can feed data into a
machine, you cannot induce creativity. The act of translation, then, should not be the sole
responsibility of machines. Furthermore, video translation mistakes can be di cult to identify for
an inexperienced translator. The translation is a tricky subject as it often involves cultural
di erences. It is, therefore, better to trust a professional rather than using AI tools.
Language solution companies like Braahmam help you with your localization strategy. Braahmam’s
vision is to provide an accurate translation that maximizes your reach and improves communication
across several branches.
How can you avoid erroneous video transcripts? The answer is a language solution
company. By hiring one, the chances of misinterpretation are reduced.

Video Translation for Indian Languages Made Easy
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Streaming media platforms like Net ix, Amazon Prime, Hotstar are all the rage in India today. It is
one of the main reasons for the increased demand for video translation into and from Indian
languages.
Indians being hooked on to YouTube is another factor. At the very least, every Indian who is online
on YouTube. On YouTube, too, regional language content is the
most-watched.
watches one video per month
The surge in over the top (OTT) content consumption and video, in general, is primarily driven by
the near-ubiquitous Internet connectivity and smartphone usage.
5. Video Translation for Indian Languages
Made Easy

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Types of video translations
Transcription, subtitling, voice-over, and dubbing are the di erent approaches you can take to
translate videos.
is the process of converting speech to text in the same language. It is often the
rst step in subtitling or dubbing. It’s easier for translators to work o the transcription than
translate directly by watching the video.
1. Transcription
There can be basic or full transcriptions. A basic transcript would capture only the dialogue spoken
by the actors on the screen. In full transcription, non-verbal action like a telephone ringing or a door
thudding shut would be included.
Transcripts are required by law in some countries to ensure the video is accessible to people who
cannot hear or have some auditory learning problems.
Transcripts also help you understand what the video is about if you watch a video outdoors or in a
noisy environment.

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Before creating a transcript, timestamps have to be inserted so that the transcripts are synced to
what’s being said on the screen. It also segments the transcripts and is helpful if you need to edit a
transcript at 5:10, for example, quickly.
Transcripts are of two types: . Closed transcripts, also known as closed captioning
(CC), refer to transcript les separate from the video le. The viewer can turn them on and o . As
they are separate les, they are easy to edit. Usually, these are used on streaming media channels like
YouTube.
closed and open
Open captions are burned or hardcoded into the video le. They cannot be edited separately.
Instead, video editing software will be required to make any changes to the transcript. Open
captions are usually used in television programs or if the audience would nd it di cult to handle
closed captions.
refers to translating the speech in the video to another language. It’s often a more
creative process than direct transcription, as the translator has to make sure that the meaning
translates well across languages while keeping the restrictions of screen space in mind. That is, the
content has to be localized and not merely translated.
2. Subtitling

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Video translation preferences of Indians
Subtitling is not an easy skill to nd among linguists. It becomes especially di cult when you have
to subtitle for audiences that are culturally quite far apart from each other. They may not share
common body language, mannerisms, sense of humour, and other familial and social values. The
subtitler has to be a native speaker of the target language but must also be very pro cient in the
source language to get the essence of the dialogue. Then, they must translate it succinctly so that it
ts on the screen and makes sense to the audience.
. In , a translated audio le is layered on top of the original audio le of the video.
3 voice-over
is when the translation of the original dialogue is carefully matched to the lip
movements of the speakers in the video. It is usually used in movies, television programs, and the
like where a high quality of voice is required.
4. Dubbing
According to a YouGov survey in 2019, 72% of Indian video consumers subtitled
content to dubbed versions while viewing the content in languages they cannot understand.
However, regional di erences also exist: South Indian viewers are more likely to opt for subtitles
while their North Indian counterparts prefer dubbing.
prefer watching
It’s a good idea to know your users’ preferences if you want to do some targeted video marketing.

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Languages in demand for subtitling and dubbing
Again, there are regional preferences here, but in general, the languages listed below are primarily in
demand for video translation in India:

Hindi (hi)

English (en)

Bengali (bn)

Marathi (mr)

Telugu (te)

Tamil (ta)

Gujarati (gu)

Kannada (kn)

Odia (or)

Malayalam (ml)

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Use of technology in video localization and translation
Subtitles in English for Bollywood movies are hugely popular. Hence we have included it in the
above list. It’s popular among the diaspora, plus it also enables further translation into languages
such as Chinese, Arabic, or Spanish, which command very lucrative markets. The phenomenal
overseas success of being a case in point.
Dangal
Transcription, subtitling, and dubbing can be automated with the help of arti cial intelligence (AI).
Braahmam’s partner, Mediawen, o ers a powerful cloud-based portal to manage the automation and
translation of all your video assets.

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You can use Mediawen’s MT engine, which supports major Indian languages. If you are
already using an MT service from another provider, you can plug it directly into the portal on
request.

The tool o ers options to automate timestamping. It saves much time as it can be tedious to
do it manually.

The tool supports Indian language fonts so that they don’t get corrupted on di erent display
systems. It also has a powerful editor that can format the captions in the required colour, font
type, size, and position on the screen.

The AI system keeps learning from the edits the linguists make. Hence, subsequent quality is
improved, and less editing is required.

It’s a one-stop-shop for all your video translation projects. Whether it’s transcription,
subtitling, or dubbing, everything can be managed and automated on one platform. You can
create or customize work ows as you prefer. You can also work with di erent content types
like media, e-learning, training, marketing, corporate videos, and more.

It’s extremely secure. Your les can be viewed by anyone you give access to, but they cannot
download the les.

The transcripts can be automatically generated using speech-to-text conversion technology.
Once the transcripts are done, they can be translated and subtitled using machine translation
(MT). The translated content can be edited if a certain quality is required.
Here’s why you should choose the solution for
video translation in Indian languages:
Braahmam-Mediawen

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The demand for Indian language video translation is only picking up. This is the right time for you
to choose the right language and technology partner to handle the entire project from start to nish
on time and at the expected quality. With the use of tech solutions, the project remains within your
budget, too.

Professional translation can also be done on the portal if the project calls for a high level of
creativity. Leverage the expertise of Braahmam’s experienced linguists to create subtitles that
resonate with your audience.

You can assign di erent roles to users and give them rights accordingly. You can also view the
exact status of the project at any time, thus providing complete transparency into the project.

5 Simple Steps to Keep in Mind for High Quality Video Translation
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Subtitling services seem very simple on paper. How di cult can it be to translate some dialogue and
create corresponding subtitles? Surprisingly to many, subtitling has many intricacies that might not
be obvious at rst glance and can be a very complex endeavor. If you’ve ever seen any fansubs on
foreign lms, it becomes very obvious that translation quality is the rst hurdle, as many fall short of
expectations. as a professional service takes expertise and a high level of planning
to produce a high-quality product. Many companies looking to hire language service providers
grossly underestimate the level of specialization needed to perform this service. In addition, many of
them also fail to recognize the potential risks of choosing an unquali ed team to work with.
Creating subtitles
We have compiled a list of the most common challenges faced by experts in subtitling, which
hopefully illustrates the intricacies and nuances of this area of expertise.
6.5 SimpleStepstoKeepinMindforHigh
Quality VideoTranslation

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This is an issue you will come across any time that translated text needs to be tted into a xed space,
meaning that the subtitles need to be short enough to comfortably t on the screen to be read fast
and easily by the viewer. To easily solve any issues related to this, the translator should be conscious
of each line of the subtitles’ character limit.
Text expansion is also a common issue in video translation and transcription service, as English tends
to have fewer characters in words than other languages. In this case, it is important to ensure that the
edge of the screen does not cut o the text and that not too much of the display is taken up by text.
2. Thelengthoftextvsthespeedofdialogue
1. Thelengthoftextvsthewidthofyourscreen
Another issue in video translation and multilingual subtitling is when your video content’s dialogue
is faster than your viewers’ reading speed. It can be that either your subtitles are moving too fast for
viewers to keep up with, or the dialogue in your video slowly moves ahead of your subtitles.
To provide quality subtitling, voice over services and audio video translation, the best thing to do is
plan ahead. The subtitles may need to be rearranged so that the subtitles are shown a few seconds
before the speaker to give the viewer some time to read.
3. Multiplespeakers
Things can get very di cult for audio/video translation and multilingual subtitling service
providers to subtitle fast-paced conversations between several speakers. You have to consider screen
space and pacing and make sure that the corresponding text is on the screen as people are speaking
while keeping in mind the related issues from our issues outlined above. Here it is vital to give the
viewer enough time to read the subtitles before moving on to the next.

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4. Style
It is not easy to recreate the style of a video. For example, when working with multiple speakers, it
can be very di cult to capture all the di erent personalities, leading to the essence of what someone
is saying being lost.
Besides, when translating subtitles, it is vital not to include any literal translations, as these will stand
out and confuse the viewer as well as greatly diminishing the viewing experience. It also includes
converting things such as weight, distance and times based on the regional equivalent. The language
used in subtitles should have a ow to it and be easy to read and comprehend for the viewer for them
to be able to focus on the video content they are viewing.
5. Choiceof font
If you are providing a subtitling service, the choice of font is a very important part of the project. It
is important to ensure that the text is readable on screens of di erent sizes and at di erent distances.
This is due to consumers using di erent devices, such as TVs or smartphones, all at di erent
viewing distances, with di ering screen sizes.
In addition to this, the text’s size should also be considered, as some texts are naturally larger than
others. This is where the font can become very important as, on some, the letters are too bold or too
narrowly spaced for a comfortable reading experience.
Globally, consumers are not only viewing more video and audio content, but they also are
becoming more and more conscious of quality. As a result of this, in-language multimedia content is
not only expected but is also taken as a given. If you aim to build brand engagement and loyalty, the
translations’ quality needs to be evident. Investing in quality audio/video localization services is
essential to reach customers who expect the best quality service.

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allows you to take advantage of professional audio and video translation services.
Audiovisual localization is more than simply translation. Many technical and cultural aspects need
to be considered. Outsourcing this task to a language service provider such as Braahmam allows you
to allocate more resources to your video marketing e orts and other areas of your business. As a
high-quality language service provider, Braahmam can deliver the following services to solve the
issues outlined above and more:
Braahmam
Creative and accurate adaptation of subtitles and voice-over content in required languages. It
ensures better search results and user engagement. It also helps learners understand the content
better.
Subtitling with open and closed captioning options. Open captions or hardsubs are burned into the
video. Closed captions (CC) or soft subs can be turned on or o by your viewers.
Delivery of subtitling les in the format you desire: MicroDVD, MPSub, SAMI, XSUB, or any
others. They are also created in the cloud and available for easy viewing and downloads.
Use of automation in transcribing content in the same language. This is a necessary step that enables
quicker translation or subtitling by our professional audio-video translators.
Whether you know all about the do’s and don’ts of audio and video translation or if you are looking
for an introduction to audio and video translation or are simply asking, “How do I translate audio
and video les?”, Braahmam provides best-in-class translation and localization services for all Indian
and foreign languages.
Hereweenter!

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As you can see, subtitling is subject to many considerations, perhaps more than we could even t
into this blog. In addition to language experts, you also need subtitle specialists who understand
how to work within the limitations set out by the challenges we discussed above. The translation is
only 50% of the work when it comes to subtitling. Audiovisual translation poses many challenges,
which is why it is essential for any company looking to hire a language service provider that the
provider understands the intricacies discussed and have the proper quali cations to keep up with the
quality demands from consumers. As Donald Kendall once said: “The only place success comes
before work is in the dictionary.”

How to translate videos: A step-by-step guide
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Given that video has rmly entrenched itself in our lives, you probably already have created a video
marketing strategy for your organization. If your business goes across the borders or caters to
multicultural audiences, would be an important part of your
strategy.
video translation and localization
In this post, we take you through the steps of video localization to help create high-quality,
multilingual videos and how to add subtitle to videos.
Not surprisingly, 89% of video marketers say they get a from videos. The
number of online training and educational videos, too, grew by more than a third in 2021.
good return on investment
Video marketing, advertising, and learning via video has gotten stronger over the last couple of
years. It is a trend that will persevere, because video is very close to how the human brain tends to
collect information from the outside world.
7. How to translate videos: A step-by-step
guide

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Don’t just translate,adapt your content
Start with content creation
Prioritize qualityof translation and subtitles
The key to successful video localization lies in creating global-ready content. What does this mean?
When creating the script for your video, do not include elements in it like culture-speci c jokes,
themes, holidays etc., that cannot be translated easily. The visual elements in your video, too, should
easily resonate with di erent audiences.
Create the script for audio and video projects in either Excel, Word, PDF, or TXT les. This script
will then have to be localized and approved. Once that’s done, it can be inserted into the video as
subtitles.
You might be sitting on a pile of video assets that you need to translate for multilingual,
multicultural audiences. You can subtitle, dub, or add voice overs. It may not be enough to do a
word-for-word translation: some content may need to be adapted.
You will be either creating or translating and subtitling a huge number of videos in the days to come.
It may not be feasible for you to do all of this on your own. Apart from the volume of videos to be
translated, consider that this is a job best left to professionals. Get smart, outsource video
localization to an experienced translation and subtitling agency.
If you are translating between cultures that are quite far
apart, you need to be more careful. Jokes will fall at in a verbatim translation. What’s worse,
some phrases may simply be insulting, if not adapted. The linguist will have to be a native
speaker of the target language to understand how the text can be translated for sense.
Consider cultural, social norms.
These are the ner details that go
towards improving the bigger picture. Make sure the numbers you use, date and time
formats, addresses, measurements etc., follow the local standards.
Localize dates, measurements, and other formats.

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Use the right tools
The agency will take care of the many details such as:
English takes far less space on screen than most other
languages. You can also say things in a condensed manner in English. But in other languages,
the fonts may take up to 30% more space. You may also have to use more words to describe
the same thing. The challenge here is to make sure that the subtitles are in sync with on-screen
action.
Allowing for text expansion.
The subtitles must be formatted in such a way that
they can be easily read on the screen. They must not clash with on-screen elements. Ideally,
they must be placed in the bottom third of the screen, so that the video is easily visible.
Subtitles formatting and placement.
There may be text in the source language that is embedded in
the video. The translation company can extract and translate this text, too, but it’s tedious
work. So, it’s best to avoid embedding text in video.
Translating on-screen text.

Translation memory. It is a database of subtitles that have already been created. You can
simply re-use translated sentences or phrases that match those in the new content to be
translated. This not only cuts down time required to translate, but also maintains a consistent
quality.

Translation memory. It is a database of subtitles that have already been created. You can
simply re-use translated sentences or phrases that match those in the new content to be
translated. This not only cuts down time required to translate, but also maintains a consistent
quality.
There are several tools available to speed up the work as well as improve the quality of the subtitles:

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Consider the le formats to use
Consider the platform to publish and distribute your videos
The transcripts can be translated to any number of languages
with trained MT engines. The subtitles created this way can then be edited for style
consistency and to eliminate any errors. The cleaned, approved translations will be used to
ne-tune the MT engines and be a part of the translation memory.
Machine translation (MT).
Di erent audio and video formats exist. The popular ones for audio are:
Where you choose to publish your video will determine quite a few things such as the subtitle le
format, the subtitle type, and other considerations. For instance, if you wish to upload your video
on YouTube or any other streaming video platform, it would be good idea to provide subtitles as a
separate le, rather than embed them. They are known as closed captions denoted by the CC
button. YouTube users are conversant with switching captions on and o and may even expect it
that way.

mp3

wav

aif
For video, the preferred le formats are:
These le formats are widely used. So, it will be easier for your video localization team to work with
them.

avi

mov

mp4

wmv
v

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Some social media platforms such as TikTok only support open captions. That is, the subtitles
would need to be burned into the le.
Multilingual subtitles provide a winning edge to your videos. They not only help you to reach
people who speak di erent languages, but they are also search engine-friendly. They make your
video comprehensible in noisy environments. They also make your video accessible to people hard
of hearing.
At Braahmam, we provide you all the resources you need – human as well as tech – to create world-
class video localization. We are able to deliver within your deadlines and at a ordable rates. Do get
in touch with us today!

Closed Captioning and Subtitling: Are they the same?
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Closed captioning and subtitling are two ways to put the content of the video in text form. These
speech-to-text formats have speci c purposes to serve, depending on the content of the video, the
users, and any legal requirements. In this post, we talk about where and why they are used and how
di er from each other.
closed captioning and subtitling
First of all, there are two types of captions: open and closed. Open captions are burned or embedded
into the video le. That means these captions cannot be edited separately. Though this may sound
cumbersome, it has its use cases. For instance, some social media platforms such as TikTok,
SnapChat, and Instagram currently only support open captions.
Captioning types: What they are and where would you use them?
Video conveys powerful messages. But sometimes, it needs a little text help to increase and empower
its reach.
8. Closed captioning and subtitling: Are
they the same?

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Open captions can also be useful when the videos are being displayed in an outdoor noisy
environment, where the audio cannot be heard well. Viewers do not have to do anything to view the
captions, as it is already embedded in the video.
Closed captions, on the other hand, are created as separate les. For this reason, they can be created
and edited much more easily than open captions.
Viewers can switch closed captions on or o . Usually, streaming video platforms such as YouTube
support closed captions or CC as they are known.
Both closed, and open captions are used to ensure accessibility of the video to people who may be
hard of hearing or for those who may nd it di cult to quickly catch the dialog.

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Closed captioning Subtitling
Closed captions are a form of transcription.
That is, the dialog on the screen is put in text
form. There can be basic or descriptive closed
captions. Basic captions contain only the text
for the dialog. However, descriptive captions
capture all on-screen information such as if
there is a telephone ringing in the background,
etc.
Subtitles are translations of the dialog
on the screen. They may or may not
contain additional on-screen
information.
Closed captions are an accessibility feature.
They help the hearing impaired and people
with other auditory processing di culties to
understand and enjoy the video content.
Subtitles are not necessarily for the
hearing impaired. They are useful for
viewers who do not understand the
language of the video.
To ensure accessibility, captions may be
required by law in some countries.
Subtitles are not usually required by
law.
Captions increase viewer engagement,
especially on social media. Many viewers
watch videos on mute. If there are no captions,
they might simply scroll past the video.
Subtitles increase the international
reach of a video by making it
multilingual.
Di erences between closed captioning and subtitling

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While these are the main di erences between , they have some
similarities, too. Both closed captions and subtitles increase viewer engagement and are search
engine optimization (SEO)-friendly. Video les without captions or subtitles cannot be parsed by
search engines. Hence, they cannot be indexed and will not be displayed in search results.
closed captions and subtitles
Transcription and process: how to get it done
video translation
Transcripts need to be produced rst, then comes subtitling. Both transcription and subtitling can
be powered with arti cial intelligence and can be automated to a large extent. However, depending
on the quality expectations, they may need a layer of editing by human, professional linguists.
Captions are usually rendered verbatim.
That is, the spoken words are converted to
text, as they are, with little or no changes.
Subtitles may sometimes need to be
adapted for two reasons: (1) English
takes up to 30% less screen space than
most other languages. So, translations
from English to other languages may end
up crowding the screen. So, the linguist
will have to nd ways of saying it in
fewer words. (2) The humor used in the
original video, interjections, or some
phrases may not translate well into the
target language if done verbatim. Here,
too, the linguist will have to creatively
adapt the text for the target culture.
Braahmam o ers professional audio video translation and multilingual subtitling in collaboration
with of France, our technology partner for video translation services. Mediawen’s state-
of-the-art speech-to-text conversion technology automatically transcribes the video and inserts
accurate timestamps. Thus, the bulk of the grunt work involved in captioning is taken care of.
Mediawen

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Once the captions are edited as needed, they can be machine-translated into any language you
require and produce subtitles. Experienced linguists edit and adapt the subtitles as required and
produce the nal le.
Mediawen’s powerful editor makes it possible to format the captions and subtitles to your speci c
requirements. This is an important feature, as the wrong font size or color can make it hard to read
for the viewer to read.
Industries that make use of closed captions and subtitles
There is pretty much no industry vertical that does not use video in some way. As a result, they also
need speech transcription and video translation services. However, some verticals are heavily
dependent on these services for their survival in the market.
Let’s take gaming, for example. Captions and subtitles are not just an accessibility feature here but
enable a better gaming experience.
Same with e-learning, where the application of video is far-ranging. It may be explainer videos,
online course modules, sta training, or compliance training. Transcripts are often required so that
learners can print them, if required, or otherwise pace out their learning.
Transcripts are also needed in legal matters when the footage of closed-circuit cameras is required to
be produced in court.
With the increase in online events and video conferencing, captions and subtitles are required when
the attendees speak di erent languages or as a backup against poor audio quality.
The use cases for video transcription and subtitling are aplenty and only set to increase. Understand
your audience’s speci c needs for text support, and accordingly choose between open and closed
captions and subtitles.

Why Choose Cloud-Based Audio Video Localization Solution from Braahmam + MediaWen
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The widespread use of mobile phones and better and cheaper data have brought many a change to
our lives. One of these changes is to do with how we access information, how we learn, and how we
entertain ourselves. And, video has got a lot to do with all of this.
9. Why Choose Cloud-Based Audio Video
Localization Solution from Braahmam +
MediaWen
Video permeates all of our online activity. One-third of our online time is spent :
whether we are comparing the specs of a mobile phone we’d like to buy, getting on a business call, or
watching a fav series on a streaming platform after a long day at work.
watching video
And, we want all of this in our language. This is where step
in. The demand for these services has stepped up as they are widely used in video conferencing, e-
learning and training, entertainment and media content, video marketing, and in many other
domains.
transcription, subtitling, and dubbing

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Changes in the audio-video localization process
The huge amounts of video being consumed has been the major driver of change in the translation
process. This has meant that the earlier processes where manual work was predominant is not viable
any more.
The other reality that companies have to contend with is that given the volume of localization
work, its unpredictability, and immediacy, they can no longer manage it in-house. They need to
work with subtitling companies who in turn tap into their vast network of linguists to get the job
done. Some of this workforce may be distributed.
Braahmam is a content transformation company that has been in the localization space for nearly
two decades now. Our experience has given us insight into the industry’s current requirements as
well as future growth trajectory. We were able to correctly understand the role that tech would play
in audio-visual translation. This is why we have partnered with MediaWen, a Paris-based company
that specializes in cloud-based solutions for audio and video localization.
Also, given the importance and urgency that video marketing has assumed over the years, video
content needs to be translated in much shorter turnaround times.
Braahmam’s expertise in translation and post-editing of machine translation (MT) output along
with MediaWen’s tech infrastructure is all you need for success in your video marketing e orts.
All of this means that the work ow as well as the supporting tech has to change to be able to
support the localization process.
Enter Braahmam+MediaWen
These services have gone through a sea change, in response to the changes in video production and
consumption.

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Our work ow is designed to deliver the quality you expect, while staying within your budget and
deadline. It works like this:
1. The is a cloud-based portal where you can upload your videos for
translation. The video les can be in any format such as AVI, MOV, FLV, WMV, QT, MP4,
or others. The Hub becomes the home for all your video assets, which are usually very heavy
and need a lot of storage space. Once uploaded, your les are safe with us as no one can
download them on to their systems. The Hub’s high-capacity features make sure that anyone
who wants to work on the les can access them anytime from anywhere in the world. Because
the les are on the cloud, they do not need to be sent to translators, reviewers, etc. So, there is
no need to manage the di erent versions.
MediaWen Hub
2. You can assign role-based rights as required to linguists, reviewers, and project managers. You
have complete insight with the progress of the project and can view what stage the le is in
and who is currently working on it.
3. The videos are rst transcribed or dubbed using the arti cial intelligence (AI)-driven
automated transcription tool from MediaWen. Versatile dubbing options are available in the
tool depending on the voice and accent required.
4. Braahmam’s linguists then edit the transcripts in preparation for translation and quality-
check the dubbing. As the accuracy is pretty high, the level of editing required is light.
5. Next, MediaWen’s MT engines deliver subtitles in the languages of your choice. The
Braahmam+MediaWen partnership can provide you translations in the major African,
European, Asian, as well as Middle Eastern languages. You can also plug in the MT engine of
your choice into the work ow.
How it works

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7. Whenever the editors make a change, the AI system learns and saves it in its memory. Thus it
improves the quality of the output over time and brings in more savings.
8. The nal le can be delivered in the format you prefer. The subtitles, too, can be either
burned into the le (open captioning) or delivered as a separate le (close captioning). If it’s e-
learning content, we can export SCORM/XAPI compliant media le with hardcoded laser
subtitles.
6. Braahmam’s reviewers work on the translated subtitles to catch any errors or clarify the
meaning better. We always make sure our reviewers are aware of the level of quality expected,
as all content does not need to have the same quality. This makes the work go faster.
This work ow can be customized to t your needs. So, for instance, if you would like to have the
les manually transcribed, subtitled, or dubbed, it can be easily arranged. Usually, content where
high quality is needed, such as in the entertainment and media domain needs to be manually
translated. Such content usually needs some adaptation and not just direct translation.
Advantages of cloud-based work ow over traditional

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You can also choose a hybrid process, combining the strengths of both approaches. The automated
transcription and captioning tools many a time serve to increase the productivity of human
translators.
Firstly, as ours is a tech-based online solution, we can promise a ordable translations and speed at
scale. Secondly, we also provide you the human, professional touch required to deliver a premium
localized video. So, you can choose to have your videos transcribed, subtitled, or dubbed in an
entirely automated or manual process.
With multilingual video content, you will be able to make your videos accessible and reach more
viewers across the globe. Thus, you meet compliance standards as well as get an advantage in your
video marketing.
How oursolutioncanprovide you the competitive edge

How does Video and Audio Translation help to Reach a Global Audience?
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Digital marketing through the use of audio and video localization has quickly emerged as an
incredibly useful tool for reaching a global audience. As a human it is much easier to acquire
information using our senses and for that reason it is unsurprising that you can get much more
information from a short video clip, rather than through a well-written paragraph.
The statistics are also very telling, with around a hundred million concurrent viewers around the
globe. Snapchat and Facebook have reported that they record 14 billion video views a day. The
video platform YouTube has recorded over 2 billion people that log-in to the site every month, with
users watching over a billion hours of video a day. If these statistics do not seem impressive, consider
that it has been reported that by 2022, 80% of all internet tra c will be video related. Most of these
users come from outside of the US and as such it is logical that a lot of international customers are
browsing for products online.
10. How does Video and Audio Translation
help to Reach a Global Audience?

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Digital video marketing has been shown to have a conversion rate of 80%, meaning that the age of
video marketing is here to stay. Marketing research has also shown that videos produce 66% more
quali ed leads per year and a 54% increase in brand awareness. Online video is experiencing
incredible growth and as such, new challenges will emerge for brands and marketers as they attempt
to use this gold rush for their own marketing strategy. Localisation is one of these challenges and it
marks an important step for these videos to be as e ective as possible. Making a viral video in your
own market is one thing, but to get your message across in other markets is another story. It has been
said that locally targeted content has six times more engagement than content designed for a global
market. Video localization goes back as far as the beginning of lm, with Hollywood lms being
spread everywhere from China to South America. When done properly, a localized video can be as
engaging for the consumer as the original. This clearly shows the potential for video and audio
localization as a tool for reaching a global market and boosting visibility, as it enables you to increase
your marketing reach through showing your videos to a wider audience.
The following will walk you through the basics of video and audio localisation.
Video Localization – Basics
To become familiar with the process of localization for videos, the rst step is to learn the
vocabulary related to video translation and localization. At the most basic level, in video localisation
the visual aspect of the video remains the same (as long as there is no cultural clashes) and it is only
the audio which gets localised. Audio localisation on the other hand is the process of taking
recorded sound content and adapting it to a speci c market. This often includes language
translation.
Data suggests that many countries prefer localised videos. France and Germany, for example
generally prefer dubbing. Belgium and Norway on the other hand prefer subtitles. The following is
a list of video localisation terminology, which includes everything that you need to get started with
localising video.

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In this process the script is recorded by a native, with an authentic voice and is then integrated back
into your video. There are several options for Audio Voiceover Recording, which can be adapted
depending on your budget or plans:
If your budget does not allow for the higher costs of voiceovers, subtitling is a cost-e ective option.
Here, the original audio gets transcribed into subtitles, which are easily readable for the viewer.
Subtitles have also shown to increase the time spent watching by the viewer. They can be achieved
in several ways:
• Dubbing
Dubbing is the most commonly used. Here the original English in the video in question gets
replaced by a voice using the target language. Although this means that the audio will not be in sync
with the English speakers’ lips, the voiceover is time stamped meaning that they begin and end
speaking at the same time. As such, dubbing requires special attention in terms of timing. While the
experience can feel more authentic to the consumer, you must consider the costs related to
recording time, technical costs and turnarounds.
• Lip Synching
Similar to dubbing, this is a process where the words are lip-synched to the original speakers’ lips.
This process is very complex and takes a long time, meaning it is also very expensive.
• UNStyleVoiceover
Finally, here the English speaker’s volume is turned down when speaking and the target language is
played over the top at a much higher volume. The original speaker will still be audible in the
background, clarifying that the voiceover is a direct translation.
Audio Voiceover Recording
Subtitling

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• Closed Captioning
For these subtitles, the viewer needs to enable them before they can be seen. They also include other
elements such as sounds or music.
It is important to note that there is an increased demand for automated transcription and subtitling.
These not only decrease the cost for , but also enable the user to localize videos in
a time e cient manner that does not include much manual intervention and human layering.
Although this may be the case editing will still be required in most situations, as subtitle automation
will never be completely accurate to the native language due to di erences in idioms and
terminology.
video localization
Basic tips for success:

Make a plan: If you intend to add subtitles or dubbing, ensure that the content is t for a
wider audience. Ensure that the subtitles do not cover any important content.

Proper translation: Ensure to get a good translator for dubbing, as a fumbled translation can
make you look unprofessional.
Here, the original English script is translated into the target language and displayed at the bottom of
the screen. Again, they are time-stamped to ensure they are relevant to what is shown on screen. The
viewer does not have an option to disable them.
• Translated Subtitles

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Things to avoid:
• Anything that may be deemed culturally sensitive should not be released.
• Do not add any links that may expire.
• Do not release improperly .
translated or transcribed content
Final Thoughts
Video is here to stay since people tend to respond better to visual content than any other form of
marketing. 90% of people say that videos help them with purchasing decisions and as such it is clear
that video is a global phenomenon. In an ever increasingly online world, video localisation is a portal
to the global market and allows you to link with international customers. Video localisation also
improves brand visibility online and increases engagement with consumers, as a result it is clear that
any business would do well to include original and localised video content in their market presence.

Note cultural di erences: Something that may seem harmless in our culture may not be
acceptable in others. Ensure that you inform yourself of cultural di erences between our and
the target audience before releasing any content there.

Budget: Make sure you know your budget and include some of the more cost-e ective
methods mentioned above so you stay within your budget.

Knowing your target audience: To produce content that works you need to understand that
not all content is for everyone and understanding your target demographic can help you
re ne your content.

Closed Captioning and Subtitling for Pre-Recorded Programs: The What, Why, and How of it.
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Translating video and audio is an urgent requirement today with the boom in pre-recorded TV
programs and streaming media. You can go about it in several ways, with closed captioning and
subtitling being the most popular content producers’ choices.
Whatisclosedcaptioning?
Closed captions are one way of . Closed captions are not burned into the
video le but exist as a separate le. Viewers can switch them on or o .
transcribing video content
Closed captions can be basic or descriptive. Basic captions transcribe the speech and non-speech
information on the screen. On the other hand, descriptive captions provide additional info about
what else is being shown on the screen.
11. Closed Captioning and Subtitling for
Pre-Recorded Programs: The What, Why,
and How of it.

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Whyoneformofcaptioningovertheother?
Whatotherformsofcaptioningexist?
The other way to caption is by embedding the captions in the video le itself. They are called open
captions. They are part of the video le and cannot be switched on or o .
Both approaches have their pros and cons. Open captioning is more suitable when the audience may
nd it complicated to manage the caption function. Also, if the video is going to be displayed
outdoors or in a noisy environment, you would default to open captions.
Closed captioning is found more on streaming media, perhaps assuming that viewers on such
platforms can toggle the CC button. They are easily editable, thus enabling the same video to be
translated into multiple languages. Users can also e ortlessly create closed captions if you were to
crowdsource transcription.
Whatissubtitling?
Subtitles refer to translated video captions. Streaming platforms such as Net ix and YouTube
provide subtitles in multiple languages, thus increasing the video manifold’s reach.
The CC button denotes closed captions.

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Come to think of it, subtitling makes so much market sense: the same program can be watched by
more audiences worldwide than if it were to remain in the original language.
Betteruserexperience (UX).
Search engine optimization (SEO).
Accessibility.
Search engines read captions and subtitles. This helps in indexing your videos so that they can be
displayed for relevant searches. Search engines cannot parse videos without subtitle les, and hence
the chances of showing them up in search results drops.
Whyclosedcaptioningandsubtitling?
Closed captions or transcripts make it possible for the hearing impaired to enjoy movies and TV
series just like anyone else does. It’s also bene cial to autistic people as they have trouble with
auditory processing. Transcripts are a requirement for web accessibility, as stipulated by some laws
such as the Americans with Disabilities Act.
However, in a broader sense, accessibility is not limited to the deaf and hearing-impaired
requirements. Sometimes when you are outdoors or in a noisy environment, you may not hear the
audio well enough. Transcripts provide better clarity in such situations.
Speakers of foreign languages also nd transcripts helpful, as they usually nd the speech faster for
their comprehension levels.
More market reach.
There is a huge demand for subtitled movies and TV programs as the appetite for foreign language
content grows, thanks to the Net ix phenomenon. Of course, this hunger always existed, but it was
not catered to a large extent. The near-ubiquitous internet connectivity and mobile phone
penetration have fuelled this new trend of watching multilingual content.

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Which videosneed closed captioning and subtitling?
Captions or transcriptions are mandatory if you want to create subtitles. Linguists would rather
translate from the captions than having to translate from the video directly.
Movies and entertainment programs are the most commonly transcribed and subtitled videos. But
the following audiovisual content too can bene t from video localization:
• Marketing/advertisement
• Product demos
• E-learning courses
• Training
• Public awareness
How to choose a high-quality closed captioning and subtitling
servicescompany?
Despite the resources you may have put in producing the video, it might all get undone if the
captions and subtitles are of low quality. Viewers can get put o by erroneous translations or un-
synced subtitles and leave the video mid-way.
That’s why it’s critical to partner with an experienced, top-tier audio video transcription and
subtitling provider. But what do you need to look for in a video translation company?
Preparatory step.

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At Braahmam, we caption and subtitle all les on our French partner’s cloud-based tool, Mediawen.
This not only takes care of version control, but we also achieve speed and accuracy from the
arti cial intelligence (AI)-enabled transcription tool.
The transcripts are run through a machine translation (MT) engine to create subtitles. Braahmam’s
trained, domain-specialist linguists then edit this output. Apart from this, we do several separate
rounds of quality assessment (QA) to make sure we meet your quality expectations.
Consider the following:
• What does their look like? What are their ?
Let’s face it, in video localization your tech muscle comes rst. Everything else comes later. Videos
are huge les and it can be time-consuming and data-intensive to upload and download them.
Freelancer linguists may not always have an unlimited broadband connection that can do such
heavy-lifting. Furthermore, sending and receiving of les simply creates numerous versions of the
le, making version management a full-time and error-prone task.
tech infrastructure quality processes
• How will they to di erent audiences?
While MT is indispensable to subtitling when speed and volumes are required, some content may
need a layer of editing to ensure quality. Also, you need to take care that the content is not insulting
to the target audience, nor does it appear ridiculous to them. The target audience, by de nition, is
situated in a di erent culture. So, the translation often needs to go beyond the literal level and take
the form of content adaptation. Native linguists with solid domain experience are required for such
work.
adapt content
• What can they deliver in?
Braahmam can deliver the localized le in any format of your choice, be it .srt (SubRip), .smi
(synchronized multimedia integration), .ssa (SubStation Alpha), .sbv (YouTube format), .ttml
(Timed Text Markup Language), or some other.
le formats

Translate your videos, reach more viewers
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Closed captions and subtitles are integral to the UX and can drive viewer engagement rates for TV
programs or other pre-recorded videos. Work with a trustworthy and knowledgeable partner to
ensure the localization quality does justice to your video assets.
Whydowewatchvideos?
The power of video to communicate, to teach, to market has long been known. But it is only with
the mobile phone revolution that we have truly realized its potential. Anyone who has a smartphone
and data connectivity today has access to video content. It opens up opportunities to anyone who
wants to reach a wide base of viewers with a strong message.
12. Translate your videos, reach more
viewers

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Whytranslatevideocontent?
Many people use video to learn something or know more about a product. On , “How to”
videos are among the top four content categories. Nearly 70% of YouTube users have used it to
make a purchase decision. According to , utilizing video increases revenue 49% faster than
not using video marketing at all.
YouTube
Wirebuzz
With the increase of viewers worldwide, there is a huge demand for multilingual video content.
Non-English speakers of the top 10 languages online easily outnumber the English speakers. But
they do not enjoy as much content in their languages as English speakers do. And this is true about
video content, too.
Here lie many opportunities for companies who want to tap into international markets: all they have
to do is translate their marketing videos and enjoy instant access to new potential customer bases.
Even in the same country, you can drill down by city and state to understand more about your target
demographic’s linguistic preferences. You can then translate the video content without having to re-
shoot it. This is often a much cheaper and quicker way of increasing the reach of video content.
In many countries, you are required by law to transcribe videos to ensure accessibility for the hearing
impaired. But captions are not just for the disabled. They are helpful in noisy outdoor settings and
speakers of other languages, who may not quickly catch what’s being said.
Video is widely used in education and training or the e-learning sector, entertainment, online events,
broadcast, marketing and advertisement, and security. This is because our brains are
. We have always watched and learned. Humans follow visual directions better by
more than 300% when compared to text instructions. Video improves retention by up to 65%.
Most of the information that reaches the brain is visual, and the brain processes it 60,000 times
faster than it would process textual data.
hardwired for
visual content

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How tocreate ahigh qualitytranslated video?
When CCTV footage needs to be submitted as legal evidence, it must have transcripts. This can be
especially challenging as audio quality may not be good all the time in such content.
The quality of the video will create perceptions about the quality of the product as well. And the
translation quality is part of this user experience. So, it’s critical to get it right.
There are ve options to translate videos:

Closed captions

Open captions

Subtitles

Dubbing

Voiceover
. If you don’t provide captions, you are sure to
miss a huge engagement opportunity with your audience.
On Facebook, 85% of the video is watched on mute
are not part of the video le. So, they are easily editable. The viewer can
switch them on or o . They are usually included in streaming video les.
Closed captions (CC)
Transcripts and subtitles also have high SEO value. They help search engines parse your video and
index them so that you can attract relevant tra c to your website.
, on the other hand, are burned into the video le. They cannot be edited separately
once they become part of the video le. These are usually used in movies, broadcast programs, and
the like. Open captions are part of accessibility features for the hearing impaired.
Open captions
are translated captions. They may be closed or open, depending on the audience’s
requirements and other considerations.
Subtitles

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is like dubbing, but it is not of that high quality. Lip-syncing is not done in voice-overs,
as mere translation is enough. It is used in media, animation, and gaming sectors, to name a few.
Voice over
We list below some best practices to translate video content:
Whichvideotranslationautomationtoolstouse?
Some mannerisms, jokes, or body language which are perfectly okay in one culture
may be highly o ensive or simply ridiculous in another. At the translation stage, the linguist cannot
undo such content. However, the linguist can avoid literal translations of such content and instead
adapt it to suit the target culture. This can often head o embarrassing situations. Also, local
holidays, festivals, practices will be irrelevant elsewhere. These too have to be adapted.
Adapt copy.
Make no compromises here. Adapting copy and delivering
high-quality translations are best done by native video language translators. They are not only uent
in their language but also very familiar with their own culture.
Use native linguists and speakers.
The best of linguists can always miss something. A review is a mandatory
step to meet quality expectations. It can be done by a third-party agency or di erent linguists from
the same agency.
Review translations.
If you have the time and resources to do an actual test
with end-consumers of the text, go for it. You don’t have to review all of the text or go for mass
testing: small text sections with select users will do.
Beta test with a small chunk of text.
is an audio translation that is layered on top of the original audio. The lines are lip-synced
so that the viewer does not notice any di erence. It is usually used in the media and entertainment
industry and may be preferred in some markets.
Dubbing

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Braahmam’s Paris-based partner Mediawen is a one-stop shop for automated cloud-based video
translations. Much of the manual work like inserting time codes is easily taken care of, so you can
focus your resources on improving the translation quality.
Audio and video localization in multiple languages is created in real-time at the back end through
machine translation (MT). While this is acceptable for most video content, if there is something
that’s very quality-sensitive, it’s advisable to add a layer of from
Braahmam.
professional editing for MT output
The Mediawen hub provides cloud storage for all your video assets. You can simply upload
multimedia les in any format and leverage Mediawen’s end-to-end audio and video translation
services. The multilingual subtitles and transcripts are created instantaneously and delivered in the
desired format.
It is a highly secure platform, where les cannot be downloaded but can be viewed or edited
depending on the rights granted. You can decide speci c rights for each person who has access.
Linguists, client, reviewers can all have separate access rights.
The cloud-based work ow has several advantages over traditional work ows. See table below:

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What to keep in mind for video SEO?
Video marketing is highly e ective but also very competitive. Follow these steps to make sure you
are getting the maximum value for your investment:

Make sure you have only one video per page. If you have more than one video on a page, you
are not prioritising any of them. Search engines can then decide by themselves which video to
show up in search results, and that may not be the video you want highlighted.

Do not repeat the video on other pages. That is, let there be unique video content with no
duplication elsewhere.

The video content must be the central theme of the page. If the page is talking about one
thing and the video has unrelated content, you may end up pulling in tra c that will not
convert. Also, you are not giving Google a clear message on which keywords to rank you for.

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