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Date:
August 30, 2022

Rethinking Subtitles for Global Audiences

Yeah, there are standards, but necessity is the mother of invention and change.

Content is the fuel that powers M&E industry growth. To compete in an ever-evolving and expanding marketplace, writers, producers, directors, and distributors must find ways to differentiate themselves across audiences and markets.

With a focus on audience experience, productions have begun experimenting with innovations that enhance the localization of titles and improve the understanding of dialogue. Broad implementation could give the industry new standards to follow.

Rethinking Subtitles

One of the staples of localization is subtitles. Go to any title on any platform that includes foreign language dialogue, and there they are. They will look the same regardless of the language or delivery method. Since silent movies, subtitles have appeared in the lower third of the screen as white text, one line of dialogue at a time. If two people are talking at the same time, it could be difficult for viewers to follow who is saying what. Despite the apparent shortfalls, producers haven't strayed far from industry standards because "if it ain't broke, don't fix it."

But director J.J. Perry's Jamie Foxx-starred Netflix title, "Day Shift," is challenging the subtitle norm with positive results.

Throughout the film, when a character speaks in a foreign language, subtitles are shown outside the lower third, in different colors, near the speaker's body. Those colors follow the character throughout the film.

For example, the lead protagonist in the film is a female vampire, "Karla Souza," whose subtitle, when speaking in Spanish, appears onscreen in red. Foxx's character's Korean dialogue appears in green. When Snoop Dog's character, "Big John Elliott," speaks Japanese to the dry cleaner "Momoko," the caption appears in blue. Her response to him appears near her body in purple.

Source: BBC Academy Guides: How do I create subtitles

While color has been used in subtitles to denote the dialogue of different characters before (as shown above from BBC guidelines), Perry disrupts the lower third "rule" and places the text next to the speaker. This approach is reminiscent of the speech balloons and captions used in comic books and graphic novels. Regardless of why people use subtitles, any improvement that helps better understand the characters and the story is a move in the right direction.

Location, Location, Location No Longer Matters

The COVID pandemic impacted localization workflows significantly. With staff unable to be in the recording studio, localization teams employed in-home studios using cloud-based applications to get the work done.

Seen initially as a short-term response to the pandemic, this model has now become a permanent fixture as localization firms recognize that quality and workflows don't have to suffer, although there are clear limitations. First-release cloud-based dubbing solutions had to overcome several challenges, such as network latency and the ability to interact with other actors, directors, engineers, and room acoustics, while obtaining the same sound quality available in a studio setting.

Today, localization companies such as Deluxe and Zoo Digital offer cloud-based services that allow for the provision of studio-quality recordings. They have opened work opportunities for voice talent from around the world. Proximity to professional recording facilities is no longer necessary for any talented actor with an internet connection to fully participate in creating new film and TV content in their native language. This ability makes it possible for content creators to produce and release their content in countries, languages, and cultures never before accessible.

Creativity will keep fueling innovation

Over the next few months, more innovations assisting in creating global content will be announced and come to market. Unlike previous innovations that required hiring companies to do the work for them, these tools can be utilized by content creators, producers, or distributors themselves, wherever they are located.

Invention is indeed the mother of necessity, but opportunity is what drives the market. We can only imagine what kinds of tales are in store for us.

Related Insights

The Future of Advertising: Why Cultural Intelligence Matters More Than Ever

In today's borderless media landscape, where streaming platforms deliver films and TV shows to over 200 countries instantly, advertisers face a critical challenge: ensuring their ads resonate with diverse audiences while maintaining cultural sensitivity and brand safety. Traditional advertising approaches, relying on demographics, basic localization, and keyword filtering, often fall short. These methods fail to capture the emotional and cultural nuances of different markets, leading to misplaced ads that miss the mark.

To navigate these challenges, brands must go beyond surface-level strategies and adopt a deeper understanding of how content resonates emotionally and culturally across markets. This is where innovative approaches come into play, offering a way to not just reach global audiences, but truly connect with them on a profound, culturally aligned level.

Emotional Arbitrage: The Key to Better Ad Targeting

A groundbreaking approach called "emotional arbitrage" is revolutionizing how brands connect with global audiences. This strategy identifies moments of cultural tension and resolution within content, enabling advertisers to strategically place their messages for maximum impact.

When viewers encounter cultural dissonance—a scene that challenges their deeply ingrained values—they unconsciously seek resolution. Research indicates that brands offering this resolution through culturally aligned messaging achieve significantly higher engagement, recall, and positive sentiment.

Consider a scene in a TV show where a young woman defies her family's expectations by pursuing a career in the arts. In some cultures, where familial respect and tradition are paramount, an ad for an educational institution that helps young people find their passions might be appropriate. Conversely, in cultures prioritizing individual expression and self-discovery, an ad for a bank that helped a young woman open a clothing store featuring her designs could resonate more effectively.

By strategically placing ads that align with cultural expectations, brands can forge deeper emotional connections with viewers, ensuring their message is not just seen, but genuinely felt.

AI-Driven Solutions: The Next Frontier of Cultural Intelligence

Imagine a technology that can analyze video content, not just for keywords or demographics, but for the subtle nuances of cultural and emotional context. This technology could identify moments of tension, humor, sadness, or joy, and pinpoint exactly where an ad would resonate most effectively with a specific audience. Such AI-driven solutions are transforming the advertising landscape, empowering brands to tailor their messages with unprecedented precision and cultural sensitivity.

How AI-Powered Advertising Enhances Performance

By leveraging AI for cultural intelligence, brands can achieve:

  • Strategic Ad Placement: Ads are placed at moments when viewers are emotionally primed to engage, increasing effectiveness.
  • Brand Safety Assurance: Prevents ad placement in content that could be misaligned with brand values or culturally sensitive.
  • Higher Engagement & Recall: Ads become part of the storytelling experience, reinforcing brand messages rather than disrupting them.
  • Scalability Across Global Markets: AI-driven insights allow brands to optimize campaigns for diverse cultural contexts without manual intervention.
The Future of Culturally Intelligent Advertising

As digital content continues to transcend borders, understanding how different cultures react to media is no longer optional—it's essential. Advertisers that embrace cultural intelligence and leverage AI-powered solutions will not only protect their brand integrity but also forge stronger, more meaningful connections with global audiences.

In a world where content is universal but cultural experiences are unique, the brands that adapt will be the brands that thrive. The future of culturally intelligent advertising starts now. Click here to learn how SpherexAI can elevate your advertising strategy.

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Spherex Classification Tool Now Approved for Home Entertainment Content in Australia

The Albanese Government has updated the Spherex Classification Tool approval to include ratings for theatrical releases, home entertainment, and streaming content in Australia. Spherex was previously approved to classify online films.

The update underscores the Australian Classification Board’s confidence in Spherex as a tool to help Australian viewers make informed choices about the content they consume. This means Australians can now access a range of new films sooner than they might across all formats and windows.

Spherex has a longstanding relationship with the Australian Classification Board. Since 2020, Spherex has collaborated closely with the Australian Government to ensure its technology reliably generates classification decisions that meet Australian standards and viewers' expectations.

As the world’s only commercial provider of local age ratings, Spherex has successfully produced classification decisions for high volumes of online content in over 100 countries. Since 2018, Spherex has issued over one million age ratings for digital content, including films, TV shows, and trailers, distributed by its clients worldwide.

Spherex customers, including Umbrella Entertainment, Madman Entertainment, and Sugoi Co., rely on its AI-based platform to obtain local age ratings in Australia and significantly improve efficiency, cost reduction, and market reach.

Discover how Spherex's cutting-edge AI-based platform can streamline your content classification process and enhance your market reach while reducing costs.

Visit spherex.com today and see how we can support your content distribution needs.

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Spherex Featured in the DPP's IBC 2024: Demand versus Supply Report

Spherex was featured in the DPP’s IBC 2024: Demand versus Supply Report, a comprehensive look at how the M&E industry is meeting key customer demands. The report focuses on the topics of empowering creators, understanding audiences, engaging users, and innovating the newsroom. It also highlights many of the technical innovations seen at the recent IBC Show.

An article by Spherex’s CEO Teresa Phillips titled "Navigating Cultural Resonance in Global Media: The Art and Science of Culture Mixing" was featured in the report, exploring how Spherex is pioneering the future of culturally informed content.

Teresa shares how cultural mixing has become a critical strategy for creating content that appeals to diverse audiences in today's global media landscape. This phenomenon involves blending elements from different cultures to craft films and television shows that resonate globally while adhering to local regulations.

However, the process of culture mixing is fraught with risks. Superficial or stereotypical representations can lead to accusations of cultural appropriation or insensitivity, alienating audiences and damaging a company's reputation. For example, imposing Western concepts on Eastern content without proper context can feel inauthentic and jarring to local viewers. These missteps highlight the need for a nuanced understanding of cultural elements to ensure that content is respectful and engaging.

To address these challenges, M&E companies are increasingly turning to data-driven solutions. Platforms like SpherexAI utilize artificial intelligence to analyze visual, audio, and textual elements, providing insights into how well content aligns with cultural and regulatory standards across over 200 countries and territories. This approach helps media companies understand the "cultural distance" between a title's origin and its target market, enabling them to make informed decisions about global distribution.

By leveraging these advanced tools, M&E companies can go beyond traditional content localization. They can create media that actively engages and resonates with diverse audiences. As the industry continues to evolve, those companies that embrace culturally informed, data-driven approaches will be better positioned to succeed, fostering cross-cultural understanding and trust while delivering globally appealing content.

Download the report here.

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