There is a noticeable market demand for broadly understood AVT translations. Many companies, irrespective of their size and type of activity, invest in advertising and promotion that is about more than just pretty visuals. They want to appeal to their target customers in an attractive way and in their local language, so they localise their materials into several languages. Entertainers such and Netflix or HBO care about their customers and aim at providing the best experience for all, even those with impaired hearing, by enabling subtitling, dubbing and voiceover options. According to research we?ve mentioned in one of our previous entries, a considerable number of people watch muted videos, triggering a greater subtitling demand in social media. The multimillion gaming industry also generates large volumes of contents for localisation. Is the translation industry ready for so intense audio-visual translation? Challenges of media translation We believe it is getting there. More
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