• Dr Ankit Sharma

Abstract: The rapid growth of Over-The-Top (OTT) platforms has led to an increase in the demand for language translation and subtitling to cater to diverse linguistic audiences in India. This research aims to explore the language translation and subtitling strategies employed by OTT platforms in India and their effectiveness in delivering high-quality language content to users. The study employed a qualitative research design and conducted in-depth interviews with executives and content creators from leading OTT platforms operating in India. The interviewees were selected based on their experience and expertise in language translation and subtitling. The findings of the study suggest that OTT platforms use a combination of machine translation and human translators to deliver high-quality language content to users. While machine translation is used to translate content in real-time, human translators are employed to ensure accuracy and cultural sensitivity. The study also revealed that subtitling is the most commonly used strategy to provide language content to users, with dubbing being used in select cases. Furthermore, the study identified several challenges faced by OTT platforms in language translation and subtitling, including the lack of availability of professional translators for regional languages, the high cost of translation and subtitling, and the difficulty in ensuring cultural sensitivity. The study concludes that while OTT platforms have made significant strides in language translation and subtitling, there is still room for improvement. The study recommends that OTT platforms invest in developing a pool of professional translators for regional languages, leverage technology to reduce translation and subtitling costs, and work closely with content creators to ensure cultural sensitivity in language translation and subtitling.

OTT platforms, Language diversity, Language translation,, Subtitling, Dubbing

"Language translation and subtitling strategies employed by OTT platforms to cater to diverse linguistic audiences in India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 12, page no.2212652_511751_340_346, December-2022, Available :http://www.jetir.org/papers/JETIR2212652.pdf

"Language translation and subtitling strategies employed by OTT platforms to cater to diverse linguistic audiences in India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 12, page no. pp2212652_511751_340_346, December-2022, Available at : http://www.jetir.org/papers/JETIR2212652.pdf