Published on November 1st, 2018 | by Sunit Nandi0
Need for content localisation in TV broadcasting. Get your questions answered.
With businesses going global, how can television broadcasting not spread its wings to across international borders? Just as businesses are localising their websites, marketing literature, brochures, promotional material, similarly television broadcasting needs to localise content to enter new markets. Businesses potential target audience can be geographically dispersed and hence content localization can help broadcasters reach wider audiences globally.
International businesses understand that not everyone speaks English and also no matter how impressive your content might be, it would have the same impact as some content in the native language of the audience. With the globalisation of broadcasting and digital broadcasting, here are a few reasons for the need to localisation on content.
1. Business Expansion
One of the primary reasons for localising content is the expansion of business into the international market. International television content is often popular in different parts of the world, but localisation of content attracts a wider audience for the broadcaster’s content. Often the original language of the content might be the second or the third language of a particular country, hence attracting a smaller audience-based, but a content localised into the native language of the audience can ensure wider acceptant from the audience.
2. Reducing International Risk
It is almost impossible to create content for all types of international audience due to language and cultural barriers. A consumer will not consume content they do not understand. A mere translation of broadcasted content can often result in cultural misrepresentation, violate local norms, hurt cultural and religious sentiments etc. Although these issues might be unintentional, its repercussions can be expensive on the broadcaster. Hence it is essential to localise content instead of merely translating it.
3. Reaching out to non-English Speaking Consumers
English is not a native global language and serves as the second or the third language to over 2/3rd of the world. While targeting a global audience, it is not correct to assume that non-English speaking consumers will clearly understand and enjoy English content. Hence to ensure wider coverage and acceptance in non-English speaking audiences, content localisation becomes essential.
4. Gaining a Competitive Edge
Businesses need to create a competitive advantage or a competitive edge to stay ahead in global business, and in the broadcasting business, investing in localisation is essential towards creating a competitive edge. The localisation of content creates wider acceptance of content from the end of a global audience and also aids in wider brand recognition.
5. Building a Positive Brand Image
Establish a positive brand image for any broadcaster towards ensuring wider audience acceptance for its past, current and future content in international and global markets. Localised content ensures the content not being culturally inappropriate as a result of mere translation work.
6. Enhancing Marketing Effectiveness
It is easier to broadcasters to market content in a localised manner and can also adopt localised marketing techniques for marketing of localised content. The global audience can lose interest in marketing campaigns within seconds if the content and marketing communication is in a language which is difficult for the audience to understand. Hence by localisation of content, broadcasters can ensure effective returns on investment on their content localisation and marketing dollars invested.