The rise of video in social media should be no surprise to anyone. We’ve all seen the bombardment of videos all over our computers and mobile devices, whether it’s on Facebook, Twitter, or YouTube. So, while we’re all aware of video’s surge, here are some hard numbers:
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- 67 percent of users watched more videos on social networks like Facebook and Snapchat than they did a year ago
- Video will account for 70 percent of all mobile traffic by 2021
- Adding video to your social feeds means audiences are 10x more likely to engage and share your posts
However, there’s a huge difference between doing video, and doing video well, and one of them is knowing when to use captions vs. sound.
People who are deaf or hard of hearing rely on captions (or subtitles) to understand your video’s content. But there are a lot of other great reasons for using them, as well.
Turn down for what?
Have you ever been at work sneaking in a few quick Facebook status updates, or on the train or bus- trying to desperately hold onto what little privacy you have- when your phone starts blaring noise from some ad or FunnyOrDie clip? You’re not alone. One of the most annoying things you can find in your Facebook feed is a video that autoplays with the sound on.
Here’s Facebook’s take on the matter, stating the most obvious: “Our research found that when feed-based mobile video ads play loudly when people aren’t expecting it, 80 percent react negatively, both toward the platform and the advertiser” (Source)
Facebook found out that video generated content on social platforms is not the same as commercials on TV. “…it’s not TV ads. It’s TV ads with the sound turned off.” (Source). Users don’t want something that shouts at them; they want something that piques their interest without intruding on their enjoyment of the platform.
The age of captions
Whether you know it or not, you’ve probably seen captions and subtitles on videos or in movies either in the form of translation of the dialogue from one language to another, or simply a same-language presentation of dialogue and other audio events. One of the most widely-known uses for captions — closed captioning — is a way for people who are deaf or hard of hearing to be able to access and understand the audio portions of a video.
While the terms “subtitles” and “captions” are often used interchangeably, there are some differences. Technically, subtitles should convey only the dialogue or narration happening in a video. Subtitles used for translating one language to another would likely also include translations of any foreign language text shown on the screen.
Captions often convey dialogue and/or narration plus any other audio effects that may be present, such as when (and what type of) music is playing and any background noises such as loud crashes, cars honking or dogs barking that may be integral to understanding what’s happening on the screen. In fact, to meet accessibility standards, captions must include those elements.
Millennials consume video in a much different way than their parents or grandparents. To burst into their social bubbles, these videos need to adapt to be on their level. Enter the art of adding captions to video. Captions certainly are not a new concept for videos on TV, but they are a strategy that is proving more and more effective on all social media platforms. While scrolling through your social feeds with your sound turned off (which 85 percent of users do), most individuals will completely skip a video whose meaning is lost without sound. If they can’t hear it, then they won’t get it, so who cares?
However, when you add captions to videos, viewers are more likely to be drawn into it. Facebook’s internal tests show that captioned video ads increase video view time by an average of 12 percent. Anything you can do to capture a viewer’s attention — even seconds more than than they normally would — can add up. In fact, 74 percent of ad recall is achieved in 10 seconds of Facebook video campaigns. In a world without sound, captions are one of the best ways to increase those numbers. With these numbers, it’s no surprise why marketers are obsessed with Facebook video.
The rise of video isn’t just social
Facebook video is powerful, but video is on the rise in education and in the corporate world as well. As of 2015, 77 percent of U.S.-based companies offered online corporate training to improve professional development. With the non-social use of video, we also have to consider other reasons why captions are crucial. When you offer video-based training or learning, you need everyone to have access. Enter the Americans with Disabilities Act (ADA) and compliance concerns. How can people who are deaf or hard of hearing learn from your video without being able to hear it? This is where video in particular can be a powerful tool, sound or not. Check out the below video explaining “Deaf Gain”:
Universities, community colleges, and even K-12 are also adopting eLearning tools rapidly and with open arms. Since 2000, growth in the eLearning industry has skyrocketed by 900 percent! To put this in perspective, 64 percent of full-time faculty at community colleges teach distance education classes. The question we have to ask ourselves is not if we should adapt to video, but what can we do to make our videos the most accessible, engaging and effective as they can be?
Why add captions?
As noted above, the most common use for captions is to provide a text-based representation of any audio happening in a video. Subtitles are most often used for providing a text-based translation of dialogue. For accessibility purposes, all videos should have closed captions available for people who are deaf or hard of hearing.
But there are a lot of other reasons to use captions as well. One of the more practical reasons, especially for web videos, is so that people don’t need to have their volume turned up to understand the content of your videos. Imagine someone scrolling through their Facebook feed and coming upon a video. As that video auto-starts, they can’t hear it because their sound is turned off. They’re far more likely to scroll past that video (and miss all your great content) than if that same video contained captions or subtitles that conveyed the dialogue or narration.
The same is true for videos playing in places where there is a lot of ambient noise. If people can’t hear your video, the captions provide the content, no matter how noisy the room.
Don’t get caption crazy
Captioning is an effective tool when sound is not an option, but there will always be scenarios in which sound is simply required to communicate your message. Sometimes a teacher making an online video might want to personalize his or her video with their voice – add human warmth to an otherwise dry topic. Or add an air of authority to reinforce their lesson. Here’s an example of a student learning ESL – a scenario that would be impossible without the benefit of sound. How would you caption a lesson on the violin? In many ways, captioning is the wave of the future and of enhanced video comprehension. That being said, some things can only be communicated by sound:
So, how do you add captions and subtitles to a video?
Most video editors have captioning capabilities. I’ll show the steps for adding video captions in Camtasia for Mac.
Step 1a: Start with a script
This step is more about saving time than anything else. If the narration or dialogue in your video was read from a script, you’re already way ahead of the game. You can use your script (or transcript) to copy and paste the spoken words into the captioning editor. When writing content for subtitling, these tips are also helpful to consider, such as reading speed and length. If you don’t have a script or transcript, skip to Step 1b.
Step 1b: Transcribe your video
If you don’t have a script, you may want a transcript of your video. There are a few ways to accomplish this. If you prefer to just type your captions or subtitles in manually, you can skip to Step 2.
- You can watch your video and type out exactly what’s being said. This works fine if you have a short video (say, less than five minutes). But longer videos will become more difficult and will take far longer. Even the fastest typist will likely need to stop the video occasionally to ensure an accurate transcription.
- You can send your video out for translation. There are a number of companies out there that specialize in transcription. A quick Google search will yield a ton of results.
- Use your video editor’s speech-to-text feature. Many video editors (including Camtasia for Windows) feature speech-to-text ability for your video’s narration or dialogue. The accuracy of the transcription can be affected by a number of factors, including how much other noise is happening in the video, the overall quality of the audio and more. Overall, this is a great feature, but remember that you will definitely want to check the accuracy of the transcription before you share your video.
- Use YouTube’s automatic transcription services. You can upload your video to YouTube and then download the transcript when it’s completed. As with any auto-transcription, you’ll want to review it carefully to verify its accuracy.
Step 2: Add a captions track to your audio track on the timeline
Step 3: Add your captions to the captions track
This is where having a script or transcription really saves time. Select the caption space on the timeline and a caption dialogue box will open below the video preview and the selected portion of the video will play. Then, just copy and paste the portion of the script that’s heard in the selected caption space. You can then click the right arrow button to move to the next caption space. Repeat until you have added all the captions.
If you don’t have a transcript or script, the process is very similar. However, instead of copying and pasting the appropriate portions of the script, you’ll type the corresponding narration or dialogue into the dialogue box. Make sure that you’re typing only what you hear in each selected portion of the video.
Step 4: Review for accuracy
As with any work meant for public consumption, you’ll want to make sure it’s accurate. Once you have added all the captions (and any other necessary audio cues) to your video, review a time or two to ensure the captions match up with the dialogue or narration as perfectly as possible.
Step 5: Produce and share!
Once you’re satisfied your captions are correct, you’re ready to share your video with the world.
Have you added captions or subtitles to your videos? If not, are you ready to give it a try? Download a free trial of Camtasia and give it a go!
Editor’s Note: This post was originally published in May 2017 and has been updated for accuracy and comprehensiveness.
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3 | |
---|---|
Directed by | Aishwarya R. Dhanush |
Produced by |
|
Written by | Aishwarya R. Dhanush |
Starring | |
Music by | Anirudh Ravichander |
Cinematography | Velraj |
Edited by | Kola Bhaskar |
R. K. Productions Pvt.Ltd | |
Distributed by | Wunderbar Films |
| |
148 minutes | |
Country | India |
Language | Tamil |
3 is a 2012 IndianTamil-language romanticpsychological thriller film written and directed by Aishwarya R. Dhanush in her directorial debut. It stars her husband Dhanush, who also co-produced the film with his wife.[1][2] The soundtrack and film score were composed by debutante Anirudh Ravichander while the cinematography was handled by Velraj.
The film released worldwide on 30 March 2012, to positive reviews and became a super hit. The soundtrack album composed by Anirudh Ravichander was a chart buster, and the song 'Why This Kolaveri Di' became one of the 'Recently Most Popular (Gold) Videos'.
Plot[edit]
At Ram’s funeral, his wife Janani hallucinates about him running away, and the film flashes back to when Ram and Janani were 12th-grade students, when Ram helps Janani fix her bicycle and tells his friends Kumaran and Senthil that he has a crush on her. When Ram visits Janani, she reciprocates his love. Janani's sister Sumi makes sure that her parents are not aware of their secret relationship.
Back in the present, Janani has a teary conversation with her mother about Ram. Asleep, she dreams about when her family had a visa to go to the US, but she burned her passport in order to stay with Ram and marry him.
After Janani is awoken by her maid, she finds a suicide letter from Ram in his coat. She visits Senthil and asks him to reveal what they were hiding from her. Senthil tells her that when she was leaving for the US, Kumaran got a job in Singapore at the same time. Upon finding out that two of the people closest to him were leaving, Ram develops bipolar disorder, which Senthil finds out about.
In another flashback, Ram suddenly bashes Senthil's head against a steering wheel, rendering him unconscious. Ram leaves the car in order to go see Janani. As he goes to Janani's bedroom and watches her sleep, he suddenly hallucinates seeing a young girl saying 'Either kill her or you die.' Terrified, he immediately gets away from her bed. He goes to his office and writes a suicide note while the hallucinations continue. Ram picks up a knife and slits his throat, saying his final words, 'I love you, Janani'. The film ends with Janani wailing in grief, as she learns her husband's fate.
Cast[edit]
- Dhanush as Ram
- Shruti Haasan as Janani Ram
- Prabhu as Ram's father, a businessman
- Sivakarthikeyan as Kumaran, Ram's friend since school days
- Bhanupriya as Ram's mother
- Sunder Ramu as Senthil, Ram's work friend, the only one who knew of his condition
- Jeeva Ravi as Janani's father
- Rohini as Janani's mother
- Gabriella Charlton as Sumi, Janani's mute sister
- Badava Gopi as Teacher
- Anuradha Krishnamurthy as Senthil's mother
- Sunitha Gogoi as Janani's friend
Production[edit]
Aishwarya stated that the script was written with Shruti Haasan in mind, but the actress was initially unavailable to do the film. Aishwarya signed Amala Paul to the role after being impressed by her work in Mynaa.[3] This film's press meet was held at the Star City Hotel on 5 August 2011 in Chennai with the director, the cinematographer and the lead pair, Dhanush and Amala Paul.[4]
The film was originally meant to begin its first schedule in October 2011 but in a turn of events, Dhanush had free dates in August and September 2011. However, Amala Paul was unavailable to start the film early and left the project, and Shruti Haasan joined the team after her Telugu film was delayed.[5][6][7]
Soundtrack[edit]
The soundtrack and score for this film is composed by Anirudh Ravichander. This film marks the debut of Anirudh as a music composer. The song 'Why This Kolaveri Di' was released as a single by Sony Music on 16 November 2011. This song written and performed by Dhanush, became one of the most streamed songs of all time. It also featured in the 'Recently Most Popular (Gold) Videos' on YouTube. The full soundtrack album was released at a launch event, held on 23 December 2011, and gained extremely positive reviews.
Release[edit]
The satellite rights of the film were secured by Sun TV.[8] The film was given a 'U' certificate by the Indian Censor Board. The film released on 30 March 2012. Its Hindi dubbed version was supposed to release on 29 May 2012. But it remained unreleased.[9] The film released with 1000 prints in Tamil.[10] The film released in 1250 screens worldwide for both versions.
Telugu movie producer and distributor Natti Kumar reportedly said that out of the Rs. 60 million (US$1.33 million approximately) he spent on distribution rights and publicity, he had been able to recover only Rs. 47.0 million (US$0.83 million approximately).[11]
Critical reception[edit]
Vishnupriya Bhandaram of The Hindu wrote 'Aishwarya R. Dhanush takes a twisted look at love and its meaning – when you put someone before your own existence – comes across as profound, underlining theme in the film. It fades out as a moving and tragic ode to romance, to the grand idea called 'love'.[12] Moviebuzz of Sify called the film 'poignant', quoting that 'On the whole, 3 has its heart in the right place, though the second half seem scattered. Overlook these faults, and make it a point to watch 3'.[13]One India concluded that '3 is an engaging tale backed by wonderful performances of Dhanush and Shruti Hassan' and rated it 60 out of 100.[14] Pavithra Srinivasan of Rediff rated the movie 3 out of 5, saying that 'There are certain moments in 3 that defy logic at times, and sentiment rules the roost, but Aishwarya Dhanush has chosen to present a take on romance that is appealing in its freshness. The lead actors help as well. Her little thriller-twist aside, 3 is a movie that is an ode to romance, above all else.'[15] L Romal M Singh of DNA India gave the movie 3 stars out of 5, commenting that 'We do not think anyone would want to watch the movie again, only because it demands too much from you emotionally. We however, plan to watch this movie once more and walk out during the interval, we’d advise the romantics to do the same.'[16] I
In rated the film 3.5 out of 5, claiming that '3 is average and not worth watching in the theaters. Better wait for the DVD! It fails to meet the expectations and works only in parts, but Aishwarya had shown promise by taking a serious subject in her very first film'.[17]Behindwoods rated the film 3 stars out of 5, commenting that '3 has good performances, but is let down by slower narration'.[18] An IANS reviewer gave the movie a negative review, commenting that 'Neither a joyous love story nor a serious movie, '3' actually stands in between.'[19] Rohit Ramachandran of NowRunning gave the movie a negative rating of 1.5 on a scale of 5, stating that '3 is a heartless comedy involving mentally imbalanced characters, only one of which is lucky to have been diagnosed. This is not a safe place for you to be.'[20]
Awards[edit]
- 2nd South Indian International Movie Awards
- Best Actor - Dhanush
- Best Lyricist - Dhanush for 'Kannazhaga'
- Best Male Playback Singer - Dhanush for 'Why This Kolaveri Di'
- Nominated—Best Actress - Shruti Haasan
- Nominated—Best Music Director - Anirudh Ravichander.
- Nominated—Best Male Playback Singer - Mohit Chauhan for 'Po Nee Po'
- Nominated—Best Female Playback Singer - Shruti Haasan for 'Kannazhaga'
- Nominated—Best Female Playback Singer - Shweta Mohan for 'Nee Partha Vizhigal'
- Nominated—Best Debutant Producer - Dhanush
- Nominated—Best Debutant Director - Aishwarya Dhanush
- 60th Filmfare Awards South
- Best Actor - Dhanush
- Best Male Playback Singer - Dhanush ('Why This Kolaveri Di')[21]
- Nominated—Best Actress - Shruti Haasan
- won—Best Music Director - Anirudh
- Asiavision Awards
- Excellence in Tamil - Shruti Hassan[22]
- Vijay Awards
- Best Actor - Dhanush
- Best Male Playback Singer - Mohit Chauhan for 'Po Nee Po'
- Best Find of the Year - Anirudh
- Nominated—Best Actress - Shruti Haasan
- Nominated—Best Music Director - Anirudh
- Nominated—Favourite Hero - Dhanush
- Nominated—Favourite Heroine - Shruti Haasan
- Nominated—Favourite Song - 'Why This Kolaveri Di'
See also[edit]
References[edit]
- ^'Movie 3 to be auctioned'. Behindwoods.com. 2 March 2012. Retrieved 2 March 2012.
- ^'Aishwarya R. Dhanush to debut as director with '3' - Tamil Movie News'. IndiaGlitz. 31 August 2005. Retrieved 5 August 2011.
- ^'Shruti Haasan rejects Rajinikanth's film — Entertainment — DNA'. Dnaindia.com. Retrieved 5 August 2011.
- ^'When Will Aishwarya Direct Rajini?'. Behindwoods.com. Archived from the original on 7 October 2011. Retrieved 5 August 2011.
- ^'My dates could not be reworked: Amala Paul'. Sify. 17 August 2011. Retrieved 21 November 2011.
- ^'Shruti Haasan replaces Amala Paul!'. Sify. Retrieved 9 October 2011.
- ^Shankar (3 December 2011). '3 is my first and last movie under Aishwarya's direction — Dhanush - Oneindia Tamil'. Oneindia.in. Retrieved 1 January 2012.
- ^'Aishwarya Dhanush does it with a difference'. Behindwoods. 24 December 2011. Retrieved 24 December 2011.
- ^''3' from March 30'. IndiaGlitz. Retrieved 24 February 2012.
- ^'Dhanush's '3' to hit the screens on March 30'. 28 February 2012. CNN-IBN. Retrieved 6 April 2012.
- ^'Dhanush-Shruti's 3 fails at the box office'. Archived from the original on 21 October 2013. Retrieved 23 May 2013.
- ^Vishnupriya Bhandaram. '3 Review by The Hindu'. The Hindu. Archived from the original on 30 June 2012. Retrieved 1 April 2012.
- ^Moviebuzz. '3 is poignant: Sify'. Sify.
- ^'3 Review by Oneindia'. One India.
- ^Pavithra Srinivasan. '3 Review by Rediff'. Rediff.
- ^L Romal M Singh. 'Review: 3 (Tamil)'. DNA India.
- ^'3 Review:Makes you sulk in the second half'. In. Archived from the original on 1 April 2012. Retrieved 2 April 2012.
- ^'3 Review by Behindwoods Review Board'. Behindwoods.
- ^IANS. 'Tamil Review: '3' is neither joyous nor serious'. CNN-IBN.
- ^NowRunning. '3 Review by NowRunning'. Rohit Ramachandran.
- ^''South Indian movie stars honoured in run-up to awards ceremony'date=23 Oct 2012'. The Gulf Today. Archived from the original on 10 November 2012.
- ^''South Indian movie stars honoured in run-up to awards ceremony''. The Gulf Today. 23 October 2012. Archived from the original on 10 November 2012.
External links[edit]
- 3 on IMDb
Retrieved from 'https://en.wikipedia.org/w/index.php?title=3_(2012_Tamil_film)&oldid=919170938'