In her recent article for the 15th issue of Deep Focus, a newsletter by AVD (Audiovisual Division) - part of the American Translators Association (ATA), Rosário Valadas Vieira, founder and General Manager of Sintagma, explores the fascinating history of subtitling in Portugal and the recent discrepancies that have emerged due to new market influences.
Rosário traces Portugal's subtitling journey from a single, black & white TV channel era in the 1960s up to the advent of modern streaming platforms. Her narrative illuminates cultural nuances, vital regulations, and the robust subtitling tradition that started almost 65 years ago.
"Localizing for Streaming Media: The Importance of Established Guidelines in Different Countries"
an article for the 15th issue of Deep Focus
"Color transmission was introduced [in Portugal] on March 10, 1980, and it was a historic event. People would stop in the streets, in front of appliance stores, to watch color television. To enjoy the full package, picture and dialogue, subtitles became even more critical for the growing audience. Dubbed content was already available, particularly for children's series, but subtitling was still the predominant form of audiovisual translation." - Rosário Valadas Vieira
She emphasises the urgent need to maintain and respect long-established rules and traditions, despite foreign influences, in order to preserve the viewer’s experience. Rosário Vieira's poignant insights provoke thoughts on the implications of market expansion and globalisation on local practices.
Her article stands as a testimony to the long history and deep-rooted tradition of Portuguese subtitling. It serves as a rich resource for anyone interested in AVT history or current trends.
To gain unique, insider wisdom on the evolution of AVT in Portugal, check out Rosário's full article in Deep Focus.