http://www.jbistudios.com | Learn how Audio & Video Translation can extend your media reach into the global marketplace by improving user experience, building brand loyalty, and growing ROI. Get familiar with the various A/V translation services.

1. How Localization Extends Reach
in the Global Marketplace

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

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

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

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

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

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

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

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

10. Since 1977, JBI Studios has been an industry leader in foreign language
audio and video services for the entertainment industry as well as for
corporate clients.
Offering professional dubbing, multimedia transcreation, narration,
production, subtitling, and voice-over to the entertainment industry, they
continue to be the leaders in their field. For more information on our
services, please visit us at: www.jbistudios.com, or call (818) 592-0056.

11. 1. http://www.gala-global.org/what-localization
2. http://www.commonsenseadvisory.com/AbstractView.aspx?ArticleID=1176