Subtitling is traditionally associated with providing services to the deaf or hard of hearing. However, this is not the extent of the use subtitling has. In fact, thanks to the technology that provides video subtitles, people without any hearing impairments are benefiting from the service too. In particular, viewers of news and current affairs programmes receive better quality reports because the broadcasters can enhance video footage, and even audio recordings, with subtitling.
In general, subtitling is available in two forms, through either open or closed captions appearing on screen. Such additions serve to effectively fill in the gaps for viewers who are missing out, either aurally or visually. The technology is also useful in areas such as video ad insertion, which is now a growing aspect of advertising on the internet, particularly on YouTube.
Placing subtitles on video footage, be it a film, a news report or some other type of programming, is done for one key reason. Namely, to overcome problems with comprehension, whether because of a difficulty in hearing or a lack of fluency with the language the programme is in. In the case of a difficulty in hearing, the difficulty is generally believed to be due to the fact that some viewers are either deaf or have serious hearing impairment. However, it can also be down to problems with sound quality.
In broadcasting, the latter is often the reason, with modern television news channels sometimes making use of amateur videos and audio when compiling content for their own news reports. Coverage of natural disasters in regions around the world are often supported by such footage, and while in many cases speaking is not the primary value of the footage but the visual impact, at times what is said is important.
There is also a need to clarify what filmed subjects are saying when the content of their comments is the primary value. This is generally true when the person who is captured on video is a politician or other public figure, whose comments are significant to a particular issue. The need for subtitling can come as result of loud background noise, a distance between camera, or microphone, and the subject, or because of the poor quality speech coming from the subject. This can occur because of high emotion, with crying interrupting the flow of words for example, or inebriation causing slurring.
Recorded audio can also require the addition of subtitles, particularly when recordings are borrowed from non broadcast technology, such as telephones or old tape recorders. In such examples, a hissing in the background can cause considerable distraction. In recent years, the use of video and audio on reports of newspaper stings against public figures has been accompanied by subtitles.
Obviously, there is also a need for subtitling when the dialogue is in a different language. While this is generally applied to deal with foreign language films and, to a lesser degree, programmes, it also allows news broadcasters to legitimise foreign language footage on news stories that are of a national or local interest. Statements of significance from foreign governments, for example, may need to be translated.
International broadcasting cooperation is high, with footage of various events often shared between foreign broadcasters. In this case, there is also a need for the footage to be subtitled. This is particularly true for broadcasters who do not have the international resources that larger broadcasters, such as the BBC, have.
With regards video ad insertion, the issues are different however. With the array of videos made freely available on the internet, the growth of associated advertisements, by which one means advertisements for products and services associated with the footage on view, has been remarkable. However, this form of advertising can be used by broadcasters to increase revenue.
For example, a news report on an increase in French wine consumption can be made available on the official website of the broadcaster, and ads promoting wine, tourism and other aspects related to France can be inserted. This is also true on digital television services, where the ability to view advertisements related to the broadcast exist.
While closed captions continue to benefit those who need them, and who choose to activate the service via their television remote controls, the use of video subtitles as a tool by broadcasters has ensured that the range and quality of items for news has been enhanced. Thanks to subtitling, footage from practically every corner of the world, and of even below average audio or video quality, can be used on air.
