Adapting your Content for the Russian Market
Working in 64 languages is not easy. You have to consider the cultural, economic and de facto status in each country for which you work. Meeting these challenges is the driving force that makes a young organisation like Haymillian work harder and be innovative.
Succeeding in Russia is not so simple, the language itself holds unique challenges that only a localization service provider with experience and firm roots in the country can handle. Our involvement with the Russian market begun back in 2008, localizing for the Greek hospitality sector which sought to attract more tourists from Russia. And what a better way to do that than through promotional videos showcasing the scenic and natural beauties, as well as the cultural heritage that only Greece can offer. These were projects that we thoroughly enjoyed. What a great way to take our first steps into the Russian market with one small recording room.
Today, Haymillian works for TV channels and production companies offering them Russian subtitling and dubbing services. The dubbing studio in which these recordings are done is considered one of the most modern and is also certified for recording in Dolby Digital 5.1 and Dolby Digital surround EX.
The Russian Market
Foreign channels were fast to understand that offering their content localized in Russian would help them to reach a wider audience and subsequently engage more viewers. The most widespread option for foreign language versioning in Russia is dubbing.
The abundance of home dubbing projects in the late 00’s has created multiple versions of the same movies and, as an amazing proof of the importance of localization, companies would witness either viewers’ acceptance or outright disregard of the film. As the market and technology has changed, so have the demands and needs of both the TV channels and their audience. With the rapid advancements in technology and the wider availability of TV and broadband, what was the norm a few short years ago, is no longer the case today. In fact, the Russian audience no longer tolerate discouraging and inadequate foreign language versioning, and if what they are viewing is unprofessional they will refuse to watch the title any further.
The Work Behind the Scenes
Russian actors Ekaterina Afrikantova and Mikhail Loukashov dubbing for Haymillian
Today, with increased levels of competition, thorough and high quality dubbing is exceptionally important to the success of a localized production. When working on projects for the Russian market our team comprises of a dubbing coordinator, a chief editor, a translator, a sound engineer and actors.
The role of the dubbing coordinator and chief editor are key for successful production as they are responsible for the creative process – script edition, adaptation and casting.
The translator is carefully selected based on a proven background, existing project history and level of creativity. Creative adaptation of content is undertaken when word for word translation does not make sense, adapting the whole phrase to fit the visual content and convey the intended meaning. The main goal is always to deliver the storyline as per the original production.
We always recommend exploring the possibility of adaptation with your dubbing partner. They are the most knowledgeable and experienced when it comes to versioning content for the Russian market. Where possible, we would encourage our clients to proceed with some level of free adaptation. It creates memes and cultural patterns that help viewers connect with that particular piece of content.
How Voice Work is Perceived by Russian Viewers
Through our experience working for the Russian market we have discovered that certain viewer groups react to voice works differently depending on their age. It is especially noticeable when comparing baby boomers born in mid 40s-60s and their children, born in 70s-80s. Younger people are more accepting of voice-overs even those done by one person. While older viewers find it uncomfortable and prefer full dubbing.
It is also worth mentioning that regardless of age most Russians do not appreciate subtitles, contrary to Europe. The level of foreign language knowledge among the wider population is one of the factors affecting this. In Russia it is most likely tied to the lower level of knowledge of foreign languages and low attention to the screen. There is a widely spread habit of people having the movie run in the background and just listening to the audio while doing something else.
Saving on your Russian localization is like buying a sports car and fueling it with low octane gasoline. It is important to understand that the Russian market is still very specific and different from others and only high quality localization can guarantee wide acceptance of your content.
Haymillian’s focus on providing high quality foreign language versioning for the Russian market, our knowledge of the country’s culture and habits, combined with an in-country high tech dubbing studio is the backbone and guarantee for our partners that their content will be successful in Russia.
