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Increasing Your National Viewership with Spanish Captions: An Insider Secret


One of the main goals of every producer is to try to reach the maximum amount of viewers every time their program airs. Apart from engaging content, time slots, and targeting the right regions, there is one simple thing EVERY producer can do. In this article, we will discuss why including Spanish captions are so important, how they work, and who is doing it.

Know Your Audience

First things first: Who is your audience? Perhaps it is as broad as every American across the nation.  But do you know who they are? Can they understand your program?

Did you know that according to the United States Census Bureau, the U.S. had the second largest Hispanic population in the world just behind Mexico [4]? That means there are more Spanish speakers in the U.S. than in Argentina and Spain!

If you live in the United States, you are among 54 million Hispanic people, of whom 38.3 million speak Spanish at home! That is 17% of the entire United States population [4].

And get this… the projected Hispanic population of the United States in 2060 is 128.8 million, which would be 31% of the nation’s population [4]!

Are you taking into consideration this huge audience with your programming? Have you thought about how many more people you could reach with your national TV broadcast, web videos, or DVD sales if you localized your programming with Spanish closed captioning, subtitles or Spanish voice dubbing? Ministries in the know, like In Touch Ministries, have been doing this for years. Learn from the leaders.

The Secret: Experienced Broadcasters Use CC3

Spanish captions cc3

The simple truth is this: By offering captions in various languages, you automatically reach more viewers. Statistically, Spanish is the second most-used language in the United States [1] and there are more Spanish speakers in the U.S. than speakers of Chinese, French, German, Italian, Hawaiian, and the Native American languages combined. Spanish is the best place to start localizing your programming, and there is no faster, more cost effective way than to utilize CC3.

If you are broadcasting in English, chances are you have already heard or thought about broadcasting Spanish captions. Some of you may already broadcast it via CC2, so why think about using CC3 [2]? Although broadcasting via CC1 and CC2 works well, both of these channels are embedded in field 1. By choosing CC3, which is embedded in field 2, you are able to provide the maximum bandwidth and allow for more accurately-timed captions in both languages.

Also, in order to avoid bandwidth problems with early caption decoders [3], the U.S. Federal Communications Commission (FCC) recommends bilingual programming to be broadcast via CC3. Many Spanish television networks, such as Univision and Telemundo, provide English captions for many of its Spanish programs in CC3. The standard nowadays has become to broadcast the original language’s captions on CC1, and then the alternative language’s captions on CC3.

All Ministries Should Consider Spanish Captions

In the Christian broadcasting industry, many ministries see the value of including Spanish captions. Take In Touch Ministries who has implemented the use of CC3 to offer Spanish captions for their English program, In Touch with Dr. Charles Stanley. This has allowed them to provide high-quality Spanish captions to their viewers across the country, and gain viewership with their message.

Any ministry who is investing to broadcast nationally, should not only be captioning in English, but in Spanish too. There is approximately a 20% increase in viewership and you can get Spanish captions for a fraction of the cost you pay to broadcast your programming. The additional cost is minimal, and usually discounted, when English and Spanish captioning are done in tandem with the same captioning company.

Observe the languages spoken in your community and you’ll find English is most definitely not the only language understood by your neighbors, and it also isn't always the primary language of your national viewers. Give Spanish captioning a try!

If you have any questions regarding Spanish captioning via CC3 or would like to see about what it would cost to add Spanish captions to your video programming, contact us.

More astounding facts about the Hispanic population in the U.S. can be found here: United States Census Bureau.

Sources:

[1] http://en.wikipedia.org/wiki/Spanish_language_in_the_United_States

[2] http://www.captionsinc.com/what.asp

[3] http://en.wikipedia.org/wiki/Closed_captioning

[4] http://www.census.gov/newsroom/facts-for-features/2014/cb14-ff22.html