From Netflix to linear TV, viewers across the world are experiencing a rise in the availability of foreign language shows. The international success of original dramas such as Deutschland 83, Gommorah, Narcos and The Killing, is concrete proof that global audiences are embracing this new genre regardless of its language.
As Eric Welbers – CEO, Neue Deutsche Filmgesellschaft mbH, rightly stated during a panel session entitled “The Role of Languages in International Co-Production”, at NATPE Miami last January: “The world is changing, and if you do something right, you can also do it in your own language.” According to this panel of key industry players, it seems that audiences are now seeking authenticity and a good storyline that connects. The convenience of watching an adaption in their own tongue which can sometimes be detrimental to the authenticity factor so highly sought after is no longer acceptable.
Here in Europe, the European Commission are embracing the changing content landscape through the recent adoption of an amended directive to the Audiovisual Media Services Directive (AVMSD). The AVMSD governs the right of access to content and information while ensuring customers’ protection. The goal is to ensure that there is an available minimum of fixed European content catalogs, as well as contribution to EU productions so that viewers are not overwhelmed by US imports. The more local the better. The directive promises half of the broadcasters’ content to be European and one fifth from SOVD catalogs to have EU roots.
Language is, and always will be, a major barrier that content owners face when bringing their masterpiece to multiple countries and cultures. Each region requiring different localization tactics. Considering this growing demand for authenticity through original programming, in addition to the rise in European content quota percentage requirements, how can foreign language films succeed beyond their local borders? In answer to this question, here are our recommendations:
Find a strong localization partner who will not lose the authenticity of your creation.
Authenticity as defined in the English dictionary is the quality of being real or true. If this is lost in translation, your masterpiece will fail miserably outside of its local market. No matter the localization tactic employed, your foreign language versioning partner must remain loyal to the original storyline and message, to the characters and to the portrayal of their personality traits. Depending on the target country, a huge challenge to the creative process will be finding the right balance between keeping it real and meeting local contexts, beliefs and cultures. Only a well experienced localization partner can successfully bridge these requirements ensuring that the adapted version connects even more profoundly with its intended audience.
Define what localization strategy to employ in each country and how.
Localization is far more than language translation. It is critical that you find a foreign language versioning partner who has local knowledge and experience of the market you wish to target. Of equal importance is that your masterpiece is adapted to the culture of each individual region within that market. The use and understanding of local phrases, accents and dialects is a must so that your content will connect with its intended audience. A strong understanding of technical guidelines and a keen awareness of local regulations and legal requirements are also a necessity. Only a localization partner with a strong team of native linguistics coupled with local presence and/or in-country partnerships can produce an adaption that will meet these criteria.
Know your market, your audience, their culture and their preferences.
No two regions are the same, differing in their possibilities and their traditional viewing preferences. The choice of subtitling or dubbing should not come down to cost, rather what the viewer is already accustomed to in your target territory.
Viewers in the UK and the US prefer to watch foreign content in its original form and with subtitles. In the US, especially, dubbing is not acceptable to the majority of viewers. In many European countries such as Italy, France, Germany and Spain audiences are accustomed to dubbed content. An important factor to consider in multi-cultural Europe where many people speak two to three languages, is the fact that viewers will often watch the original versions with the added comfort of subtitles in their native tongue when they do not know the language well enough to fully understand the storyline.
In certain instances, mainstream languages such as English can cater for wider audiences, more often than not, however, subtitles remain necessary when interpreting strong regional dialects such as that spoken in Ireland.
Build cross-cultural cooperation with your target markets.
Building cross-cultural cooperation with smaller domestic markets can be the key to distributing your content to a wider audience by strategically expanding your reach on a local scale. In Europe, for example, there are 24 different languages and cultures. With such a diversity of cultures and values, having a reliable partner will avoid miscommunication and possible cultural breaches. Building relationships and partnerships across production and distribution will give your content a much better chance of succeeding. It will also bring a sense of belonging and patriotism that the viewer will appreciate.
Stay up to date on the legal requirements in each region.
An extremely important obligation that lies upon content distributors delivering titles in Europe and the US is the use of closed captioning, allowing the deaf and hard of hearing people to enjoy your content. Much progress has been made in the US especially now that the FCC have ruled closed captioning mandatory in many states, not only on TV but also on Video-on-Demand and streaming services. Many strides have been taken in the UK, regulator Ofcom often producing reports on the status of subtitles/captions on TV. We recommend checking that your localization partner is a member of the Described and Captioned Media Program (DCMP) or other professional associations or communities, and that they are fully aware of the legal requirements for closed captioning in each country and region, and can advise you on the necessary steps to take.
To conclude, a language barrier doesn’t have to exist today – with the right localization partner and the right strategy, you can deliver your content across the globe to multiple cultures and in multiple languages and formats without any pain. To maximize the potential of your masterpiece, close cooperation with a proven localization service provider is of the essence. Each creation must be taken and considered on an individual basis when deciding on a strategy to reach its intended audience in an authentic fashion.
Footnote:
If you didn’t have the opportunity to sit on the NATPE Miami panel comprising of some of the biggest names in film production & distribution, I highly recommend that you take the time to sit back and listen to this goldmine of information. The entire session can be streamed here: http://livestream.com/natpe/miami2016
To find out more about the European Audiovisual Media Services Directive (AVMSD) and a Digital Single Market, please click here: https://ec.europa.eu/digital-single-market/en/audiovisual-media-services-directive-avmsd
