Localization is an indispensable tool in the globalized world of content creation. To connect with diverse audiences in a meaningful and profitable way, businesses and multimedia producers necessarily adapt their content to resonate with different cultures and in different languages.
Audio localization and video localization are two primary approaches used to achieve this objective. While they share a common goal and are often used in concert with one another, they differ in techniques, advantages, and challenges.
While audio localization alters spoken dialogue, voiceovers, and sound effects, video localization alters the visual elements such as subtitles, captions, on-screen text, graphics, and images in order to suit the target market. The goal of both is to ensure that all elements of a production are relevant and relatable to the local, target audience. Combining the two processes provides a more immersive multimedia experience, accommodating and adapting both audio and visual information.
What is Audio Localization?
Audio localization refers to a process conducted by professionals like those at SPG Studios, who employ tools like dubbing, ASR, and mixing in order to alter audio content for various markets, with different linguistic or cultural needs. Dubbing is a technique in which audio engineers will record dialogue that is specifically tailored for a target audience, using skilled voice actors, that will replace the original.
ASR tech, or automatic speech recognition, is a tool that automates aspects of the localization process by converting speech to text for simplified transcription and translation. While this form of AI is a useful instrument in localizing audio, it is still necessarily supervised by professionals to ensure the end result is accurate, relatable, and impactful. Off of that, sound engineers often have to adjust levels of sound effects and background music so as not to distract from the content’s message; another aspect that requires human touch.
When Should You Choose Audio Localization?
Though audio is only an aspect of localization, there are reasons a business may opt for audio-only localization. One reason is to emphasize and focus primarily on the spoken word, catering to individuals who rely on audio content without necessarily having or needing visual cues. Voiceovers or audio descriptions ensure that visually impaired individuals can still engage with and understand the content.
Another reason a multilingual content producer may decide to localize the audio content only, is budget and time-constraints; audio localization is generally less time-consuming and more cost-effective compared to video localization. It is best suited for formats such as podcasts, radio broadcasts, and audiobooks, as it can be repurposed more easily. This versatility allows for a wider distribution of the localized content across various platforms.
What is Video Localization?
Video localization, on the other hand, is much more extensive and involves meticulous attention to detail; the adaptation of visual elements, synchronization, and timing. Video localization ensures that visual cues, cultural references, and on-screen text are accurately translated and localized by adapting visual elements like subtitles, captions, and graphics.
Video localization provides a comprehensive viewing experience, improving engagement and understanding and maintaining the original intent and context of the content to create a more authentic experience for viewers. Machine translation (MT) automates the translation process for subtitles, cutting down the human workload; though the use of this tool should also be monitored to ensure the translation is culturally relevant and appropriate. The more complex tool is Optical Character Recognition (OCR), actually allowing mixers to lift text from the video to be replaced with translated text on signs, labels, menus, etc.
Video Localization vs. Audio Localization
Video localization can be more expensive due to additional resources required for accurately adapting and syncing visual elements. However, despite the budgetary drawbacks of video localization, audio localization may not sufficiently convey visual elements present in the original content, diminishing the impact and emotional connection viewers have with the visuals, thereby reducing the overall viewer experience. Video localization allows for cultural adaptation via the modification of visual elements to align with local customs, norms, and sensitivities. The process ensures that the content resonates with the target audience and avoids any potential misinterpretations.
Which is the Right Approach For Businesses?
In an ideal world, the two would be used side-by-side to offer the most encompassing and immersive experience for viewers. Both audio localization and video localization rely on a combination of technological advancements and human expertise. While technologies like ASR, MT, and OCR have streamlined the localization process, the involvement of skilled professionals is crucial for linguistic accuracy, cultural adaptation, and quality control. Once the localization process is complete, the content undergoes a series of quality control tests to ensure the translation is accurate and the message is dynamically presented to its intended audience.
As technology continues to evolve, we can expect further improvements and innovations in the field of audio and video localization, allowing content to be more accessible and engaging for audiences around the world.
If you find yourself in need of localization services, no matter the time constraint, budget, or scale, SPG is here to help. Contact us with any questions you may have and we’d be thrilled to be of service.