By Dom Ho, co-founder, Blacklist Creative
Author:
ContributorPublish date:
Aug 8, 2018
With so many different platforms, so much broadcast content, and so much more choice, we live in an age where audiences have the control and they exercise it, regularly. Online video content has never been in such demand, globally. And it shows no signs of stopping.
Recent figures have 35 per cent of Netflix and Amazon's content as being localised to non-US markets. Netflix also recently announced it is casting its net much wider in the search for more globally-sourced content for its service, boosted by the international trend for Scandi noir-style thriller, and other internationally successful foreign language shows like Narcos.
Streaming makes accessing this original overseas programming much easier than before, and broadcasters are of course always on the lookout for hot new concepts or existing properties from other regions which can appeal to their domestic markets.
This phenomenal demand for fresh content also presents the industry with its own set of challenges, when it comes to amending original content to suit new markets, and for licensing into other regions around the world. Effective localisation is critical when it comes to effectively selling a property overseas, connecting with and developing its audience, and keeping those viewers fed with the kinds of associated video content and collateral now which are so in demand, whether Youtube snippets or social collateral.
One common challenge comes from simple translation: a message that's brief in its original language could require far more characters to express in another. In a worst case scenario, this can lead to text punchlines being dropped from video translations due to lack of space, rendering the translation meaningless. Effective dubbing and translation requires a knowledge of both the programming content and the target language. For example, translating to Russian often requires additional time to be allocated to an audio track, as it can take longer to say than other languages.
Cultural considerations also have to be factored in. Objects and ideas hold a variety of different meanings in different countries, so it's important that the connotations of foods and animals, amongst many other things, are carefully reviewed before content is syndicated into a region. Slang critical to creating a mood and realism in a programme, can also prove tricky to adapt into another language. Some slang in particular can come over as especially offensive when directly translated into other languages.
These examples highlight the pitfalls which can lurk among localisation for unwary content and rights owners. Humour can be another sticking point. Whats funny and entertaining in one country doesnt necessarily make people laugh in another. On a practical level, some jokes just won't translate; this can be even more of an issue to address when it comes to visual gags, as communicating the humour goes beyond voiceover scripts to changing what is physically on screen. In these cases, taking a creative approach to adaptation rather than slavish word for word interpretation of content can be the best way forward. Brief subtitles can also be considered if the audience is right they may not work well for very young children's programming, given the reading age of viewers.
Dom Ho, Blacklist Creative
The good news is that cracking localisation doesn't always have to involve big, sweeping changes to have a big effect. Simply taking the time to consider local sensitivities and adapting your videos accordingly can clear most of the hurdles, if you have the latitude to avoid direct word for word interpretation. Below are a few areas which should be considered when creating content assets or launching programmes into new territories:
The script It's not simply a matter of translating word-for-word, a script needs to be deconstructed and rebuilt with cultural considerations front of mind. Working with in-country translators and with the clients in-house approvers is one way to ensure that local needs are addressed, and word-plays and cultural references don't get misinterpreted.
Design and images Particularly in kid's TV and comedies, on-screen design elements are used to convey visual humour and narrative flow. Effective localisation can be as simple as replacing text with a textless icon, arrow or number to redirect the correct intention.
Dubbing It is essential to understand that dubbing animation is far more complex than dubbing content for adults. For kids' content, the choice of voice talent is significant only experienced voice actors will be able to animate each character, convey its personality and create the illusion that the character is indeed talking! Working with voiceover talent with the correct accent, dialect and therefore pronunciation ensures an inclusive experience for your audience.
Subtitling The need for accurate, efficient, and culturally sensitive localisation is equally as important for subtitles as it is for dubbing. Cutting corners and its close enough wont do. Diluting the language risks losing the meaning and subtleties of the original, impacting the very essence of the content.
Though launching programmes into new regions requires care and extensive research and due diligence, the dividends can more than outweigh the practicalities of localisation. Effective creative adaptation ensures content in the best position to connect and engage with the widest audience possible. Acknowledging that translation is not a simple task, and understanding the cultural climate of your audience is critical when it comes to setting new content up for the best chance of success. And as trends with the streaming services have shown it is something which international content owners ca
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
13/05/2026
New Adobe Premiere Color Grading Mode Accelerated on NVIDIA GPUs
Joel Pennington May 13, 2026
0 Comments
New NVIDIA RTX-accelerated features streamlin...
13/05/2026
Grass Valley announced that dB Broadcast has delivered new IP-based outside broadcast (OB) trucks for Cloudbass, featuring Grass Valley LDX 100 Series cameras a...
13/05/2026
Ikegami will exhibit the latest additions to its wide range of broadcast production cameras, control units, viewfinders and monitors on stand 5D3-1 at Broadcast...
13/05/2026
FISE, working with the founding members of the XR Sports Alliance (XRSA), Accedo, Qualcomm Technologies, Inc. and HBS, have collaborated to develop an immersive...
13/05/2026
Canon Unveils New EOS R6 V Full-Frame EOS Camera and RF20-50mm F4 L IS USM PZ Bu...
13/05/2026
Boston Conservatory at Berklee Honors Beth Morrison and Moses Pendleton at Comme...
13/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
13/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
13/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
13/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
13/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
13/05/2026
Creative software developer Foundry today announced the latest developments on Nuke Stage. A purpose-built application for end-to-end virtual production and in-...
13/05/2026
A definitive portrait of one of Ireland's most influential musicians
New TV documentary airs Monday 18 May on RT One and RT Player at 9.35pm
Watch the...
13/05/2026
Agentic AI is changing the way users get work done. Following the success of OpenClaw, the community is embracing new open source agentic frameworks. The latest...
13/05/2026
Reinforcement-learning agents - AI systems that learn by trial and error - can c...
12/05/2026
Beyond the Hype: A Strategic Post-Hoc Analysis of NAB 2026 If NAB Show 2026 had an underlying theme, it was a quiet, industry-wide pivot from the high-energy sp...
12/05/2026
Guntermann and Drunck (G&D), a Panoptec Technologies Group company, and CT Square, led by Chandresh Shah, have announced a joint venture to distribute G&D and V...
12/05/2026
With 30 days until the start of the FIFA World Cup 2026, Telemundo, the exclusive Spanish-language home of the tournament in the United States, has announced th...
12/05/2026
The NHL has announced the return of Stanley Pup for its third consecutive year, a 90-minute special featuring adoptable rescue dogs competing on a miniature rin...
12/05/2026
NBCUniversal presented its 2026 Upfront to advertisers at Radio City Music Hall, detailing upcoming programming across NBC, Peacock, Bravo, and Versant properti...
12/05/2026
FOX Sports has announced funding for the Fandom and Social Connection Initiative at Harvard Kennedy School's Shorenstein Center on Media, Politics, and Publ...
12/05/2026
TNDV and Live Media, both divisions of Live Media Group, supported live broadcast coverage around NCAA Final Four weekend in Indianapolis, including the March M...
12/05/2026
The European Football Alliance (EFA) has announced a content distribution agreement with Fubo Sports Network, the free ad-supported streaming TV (FAST) channel ...
12/05/2026
For the first time, Spanish-speaking fans in the U.S. will have two separate tel...
12/05/2026
CP Communications led a comprehensive spectrum management initiative on behalf of Churchill Downs during Kentucky Derby week, coordinating RF assets across the ...
12/05/2026
LiveU has announced a strategic partnership with DRONERESPONDERS, a 501(c)3 non-...
12/05/2026
Open Broadcast Systems has announced that BMC TV, a specialist in IP transport of broadcast content, has selected the Open Broadcast Systems 5G Flyaway solution...
12/05/2026
NEP Europe, part of NEP Group, has announced it will deliver broadcast solutions...
12/05/2026
Grass Valley has announced continued collaboration with Ravensbourne University ...
12/05/2026
Stats Perform has announced the launch of Opta Pulse, an AI-assisted video creation and distribution platform for leagues, rights holders, and broadcasters. The...
12/05/2026
FOX Sports has announced a collaboration with Sesame Workshop to integrate Sesame Street characters into FOX Sports' FIFA World Cup 2026 programming. Conten...
12/05/2026
To date, NHL Productions has produced 19 broadcasts with commentary in American Sign Language
NHL in ASL (American Sign Language) may be just one show, but the...
12/05/2026
Google's Brian Albert: creators, athletes, highlights, nostalgia, second-scr...
12/05/2026
A still from Past Lives by Celine Song, an official selection of the Premieres program at the 2023 Sundance Film Festival. (Courtesy of Sundance Institute | p...
12/05/2026
Spotify is where fans and artists come together, turning discovery into somethin...
12/05/2026
Features patented Marco-MMC clocking technology
Black Lion Audio's latest release combines the company's expertise in clocking with their renowned p...
12/05/2026
New Track Panel, sequencer upgrades & more
Following their recent public beta release, Reason Studios have announced the full release of Reason 14. With the...
12/05/2026
One month to go! SBS reveals expansive FIFA World Cup 2026 lineup beyond the pi...
12/05/2026
Rohde & Schwarz presents its advanced solutions for power electronics testing at...
12/05/2026
aconnic AG (ISIN: DE000A0LBKW6), Munich, has developed a modified fund raising p...
12/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/05/2026
Tyrell Corporation, specialists in high-end live sports and entertainment broadcasts, was tasked with delivering compelling broadcast coverage of premier equest...
12/05/2026
Registration is now open for IBC2026 as the global media, entertainment and technology community prepares to converge on the RAI Amsterdam from 11 14 September ...
12/05/2026
Ross Video, a global leader in live video production technology, will present its latest innovations and integrated production workflows at BroadcastAsia 2026, ...
12/05/2026
500 selected leaders from around the world across start-ups, corporates, and venture capital. Over 50bn in assets under management among attending investors, a...
By Dom Ho, co-founder, Blacklist Creative
