In July, Apple TV signed a production deal for Russian and ‘multilingual’ shows, as an apparent ode to Netflix’s successful approach. Alexander Rodnyansky’s company, AR Content, will work with Apple to create several shows, some of which will take place in Russia. Apple’s move represents a growing effort to address other languages and cultures in their own language from the start, as opposed to relying on translated content. 

Dare we compare apples to chillies and say the Apple approach is in-line with the Chillistore approach? At Chillistore, we believe in using localization, transcreation and/or in-country copywriting, depending on the type of content needed to sell products and services. Knowing which approach works for which market is key, and is one of our biggest strengths. 

Say you have translations that you want to tailor to fit a certain audience; our localization services help check the quality of translations, and make sure they’ll resonate across cultures. You don’t want a direct translation to misconstrue your intended messaging, which is why our culture experts are so crucial. This is also why customers often choose “transcreation” (translation + creation) as an approach to globalization. Transcreation is a mobile process, in which in-country creators build messaging that will resonate with their country’s language and audience. Rather than performing a quality translation of an existing message, these experts build new messaging from the ground up, and remove or add elements that will resonate most with their target audience. This is also how in-country copywriting works. Writing brand new copy each time you need to translate your content can sometimes be more efficient and effective than performing hundreds of translations. 

At Chillistore, we’ll identify which of these above approaches will work best for your needs, and will assign the right people to the job. After all, we pride ourselves on knowing cultures, and that requires understanding people.

Read more about Apple’s deal here https://bit.ly/2W1thkZ