INDEX

1. Technical Information

2. Line Treatment

3. Positioning

4. Timing

5. Truncation

6. Dual Speakers

7. Names

8. Formality

9. Italics

10. Continuity

11. Titles 

12. Forced Narratives / On-screen Text

13. Foreign Dialogue

14. Numbers, Time & Currency

15. Quotation Marks

16. Acronyms

17. Repetitions

18. Censored words

19. Songs

20. Translator Credit

21. Language Tag

22. SDH Instructions - Speaker IDs / Sound Effects

23. Reference

24. Client Style Guides

1. Technical Information

1. Font: Arial, White
2. Minimum duration: 1 second
3. Maximum duration: 7 seconds
   • 29.97 frames/second (fps) - 210 frames
   • 23.98 frames/second (fps) - 168 frames
   • 25 frames/second (fps) - 175 frames
4. Reading speed (include spaces and punctuation):
   
   • Subtitles
     • Adult programs - 17 characters per second (cps)
     • Chidren's programs - 13 characters per second (cps)
   • SDH (Subtitles for the Deaf and Hard of Hearing)
     • Adult programs - 20 characters per second (cps)
     • Chidren's programs - 17 characters per second (cps)
5. Frame gap: 2 frames minimum 
        Note: Frame gap should be 2 frames or at least 5 frames 
        All frame gaps of 3-4 frames should be reduced to 2 frames
6. Character limit: 39 characters per line
   DVD (all): 32 (if all uppercase) characters per line
7. Max. Number of lines: 2 lines

2. Line Treatment

1. If an event can fit on one line, please keep it to one line. Do not split for grammatical reasons.
2. For two line events, ensure that you maintain a logical and grammatically correct line break (e.g. after punctuation).

3. Positioning

1. Always position either top or bottom center. Never have subtitles in any other position.
2. An event should be moved to the top if there is text in the lower third of the screen (e.g. credits)
3. In cases where the entire screen is covered with text, choose the option that causes the least disruption to the viewer.

4. Timing

1. If there is a supplied English Template, the timing for that should be followed. Events may be merged or split if the in-cues and out-cues are maintained. This rule supersedes all the below rules.
2. Subtitles should be timed to audio (within 3 frames).
   • If extra time is needed for reading speeds, the out-time can be extended by 12 frames past end of audio.
3. If dialogue starts within 3 frames of a shot change, pull the in-time to the shot change.
4. There should always be a minimum of 2 frames between the out-time of an event and the shot change after it.
5. If dialogue ends within 3 frames or less of a shot change, pull the out-time to 2 frames before the shot change.
6. While the reading speed is 20 cps, this is not always possible, the following priority should be followed:
   1. Let the reading speed go up to 23 cps.
   2. Time to audio and extend by 12 frames past end of audio (if it doesn’t cause the event to cross a shot change and look awkward).
   3. Truncate without losing the meaning of the audio.
   4. Merge or split events to help with reading speeds.
   5. If, after you have tried all of the above, the reading speed is still exceeding 23 cps then the file can be submitted as is, but all the above must have been tried.

5. Truncation

1. Subtitles should convey the context of the audio as accurately as possible, but do not need to be a word for word translation. This article shows examples of basic syntactical changes - Fotios Karamitroglou: A Proposed Set of Subtitling Standards in Europe.
2. Omit superfluous and unnecessary information such as hesitation markers, repetitions, and redundancies (e.g. "You know", "you see" etc).
   1. Univerbation:
      студент факультету філології (28 chars) > філолог (8 chars)
   2. Hypernyms:
      різершнауцер (12 chars) > пес (3 chars)
   3. Synonyms:
      тримати язика за зубами (23 chars) > мовчати (7 chars)
      слуга Гіппократа (16 chars) > лікар (5 chars)

6. Dual Speakers

1. Use a hyphen without a space to indicate two speakers in one subtitle, with a maximum of one speaker per line.

-Де твій бас, друже?
-Тут, зі мною.

APPLE MUSIC Use a long dash (—) with a space.

— Де твій бас, друже?
— Тут, зі мною.

7. Names

1. Transliterate proper names (e.g. John, Mary/ Джон, Мері), do not translate unless requested. 
2. Transliterate nicknames. Do not translate unless they have a specific meaning or are well-known and have official Ukrainian equivalents. (e.g. Mrs. Tiggy-Winkle/ пані Гороїжицька, Johny Town-Mouse/ Мишко Мишак-Міський)
3. Use local language translations for historical/mythical characters (e.g. Sponge Bob/"Губка Боб").
4. Do not localize band names, artist names, song titles or album names.
5. Do not localize company and brand names, magazines or other film/show titles unless there are official localized versions.
6. Translate brand names to a generic term if the brand is unknown in Ukraine and is relevant to context. (e.g.  "вибілювач" for "Clorox")
7. Do not italicize proper names or company names.

8. Formality

Terms of address: Use formal or informal terms of address based on the relationship between characters and keep them consistent throughout (unless there is a change in the relationship). When in doubt, use formal terms.

9. Italics

1. If there is a supplied English Template, the italics usage for that should be followed. This rule supersedes all the below rules. If you spot something you think is incorrect, please follow the template regardless but notify Pixelogic immediately so that we may confirm.
2.  Italicize:
   1. Dialogue that is heard through electronic media, such as a phone, television, public announcement system or computer
   2. Song lyrics when sung, not quoted (provided rights have been granted)
   3. Voice-overs such as out-of-scene narrators or visible characters expressing unspoken thoughts
   4. Genera and species' scientific names
3. Do not italicize:
   1. During B-roll footage in a documentary. Avoid going back and forth between italics when the speaker is on and off screen. If the speaker is on-camera for part of the scene do not italicize
   2. If the dialogue starts/ends out-of-scene, but the character is visible during the event (e.g. on a phone call between 2 people)
   3. For emphasis
4. Use chevrons ( «» ) for:
   1. Titles of books / periodicals / works of art / albums / movies / tv or radio shows / plays / apps
   2. Unfamiliar foreign words and phrases (not commonly used)

10. Continuity

For ellipses, use the single smart character (U+2026) instead of three dots/periods.

1. Do not use ellipses (3 dots) or dashes when an ongoing sentence is split between subtitle events.

Event 1:
Коли війна закінчиться, 
він не зможе повернутися

Event 2:  
до нормального життя,
хоч би як вона цього не прагнула.

2. Use an ellipsis to indicate a significant pause (2 seconds or more) or dialogue trailing off. For a pause (2 seconds or more), there should be a space after the ellipses. 

Event 1:
Може, я повинен…

Event 1: 
Зачекай, невже ти з’їв... невже ти з'їв усе?

3. In the case of a pause (2 seconds or more), if the sentence continues in the next event, do not use an ellipsis at the beginning of the next event.

Event 1: 
Зачекай, невже ти з'їв...

Event 2: 
невже ти з'їв усе?

APPLE MUSIC If the sentence continues in the next event, use an ellipsis with at the beginning of the next event.

Event 1:
Зачекай, невже ти з'їв...

Event 2: 
...невже ти з'їв усе?

4.  Use an ellipsis without a space for an event starting mid-sentence.

 …на цьому й закінчимо нашу програму.

5. Use an ellipsis for abrupt interruptions.

Event 1: 
-и все взяв для...
-Так, усе!

11. Titles 

1. Follow instructions from Pixelogic regarding Main Titles. If instructions were not provided, double check.
   ALULA Match Localization Library entry if provided, otherwise uppercase.
   NETFLIX Do not include a Main Title.
2. Episode Titles: Do not subtitle if they do not appear onscreen, if they do, check with Pixelogic.
   ALULA Match Localization Library entry if provided, otherwise Sentence case.
3. Use uppercase letters for titles.
   DISNEY+ Match the case of the onscreen text.
4. Titles of movies, TV shows or published works: Use official / accepted translations. If none are available, leave in the original language.

12. Forced Narratives / On-screen Text

1. Only include plot-pertinent Forced Narratives.
2. Delete redundant Forced Narratives (e.g. identical to onscreen text/covered in dialogue/appears repeatedly in the video).
3. Forced Narratives should be ALL CAPS.

Exceptions:
Excerpts from books / magazines / newspapers
Handwritten notes
Social Media Messages
Text messages
All the above should match the text as it appears on screen.

Long passages of on-screen text (e.g. prologues / epilogues) can use mixed case to improve readability.

PARAMOUNT: Forced Narratives should always match the case of the onscreen text.
DISNEY+ Forced Narratives should always match the case of the onscreen text.

4. Ensure that Forced Narratives do not cover onscreen text. In the event, there is onscreen text at the top and bottom, place the Forced Narrative in the location easiest to read. If both locations are identically difficult, then place the event at the bottom.
5. Never combine a Forced Narrative with dialogue in the same event.
6. If a Forced Narrative interrupts dialogue, use an ellipsis at the end of the preceding event and at the beginning of the following event.

Event 1:
Я така рада, що...

Event 2(FN):
КРЕАТИВНИЙ ДИРЕКТОР

Event 3:
…не знаю, що й сказати.

7. Speaker’s title for documentaries: Only translate the title. Do not include speaker’s name, company name or character name.
8. Only translate a speaker’s title once, the first time the speaker appears in the documentary. 

13. Foreign Dialogue

1. Foreign dialogue should only be subtitled if the viewer was meant to understand it per creative intent in the original version. Please check with Pixelogic to see if you are using a Subtitled or Subtitle-less version of the video.
2. Do not italicize proper names or company names.

14. Numbers, Time & Currency

1. From 1 to 10, spell the numbers: "один", "два", "три", etc.
2. Above 10, numbers can be written numerically: "11", "12", "13", etc.
3. If a number starts a sentence, it should be spelled out.
4. Exceptions to the above can be made for space limitations or correct usage (e.g. "2 км", phone numbers, "1,3 мільйона").
5. Use a comma as a decimal separator (e.g. "9,99")
6. Numbers above 999 should be written with a space for digit grouping (e.g. "12 345")
7. Time format hh:mm. Unless specified in audio, use the 24-clock. (e.g. "15:30.")
8. Unit of currency - If used in audio, it should be spelled out or represented with the appropriate symbol (e.g. "Я б продавав додаток за 99 центів або 1,29$.")
9. If a symbol is used it should always be after the number separated by a space.
10. Never convert currency.
11. Convert to metric system: кілометри (км), градуси Цельсія (°C), кілограми (кг).
12. Always use a space between a number and unit of measurement (e.g. "74 м", "7 кг")
    Exceptions: Numbers and currency percent/degree symbols (e.g. "1,29$", "7%", "10°C")

15. Quotation Marks

1. Use chevrons («») without spaces for regular quotations.
2. Use double quotation marks (" ") without spaces for quotes within quotes.
   

   Event 1:
   «кнопка "Готово"»

3. Periods and commas are always placed outside the quotation marks.
4. All other punctuaion should be inside the quotes (e.g. «Hi!», «Hi?», «Hi…) 
   APPLE MUSIC If an exclamation/question mark is part of the quote, the punctuation mark comes before the quotation mark.
    If an exclamation/question mark is not part of the quote, the punctuation comes after the quotation mark.
   Do not place identical punctuation marks inside and outside the quotation mark.
5. Quotes should be used at the start and end of a quote, not at the start of every subtitle.
6. Use for chevrons ( «» ) for:
   • Titles of books / periodicals / works of art / albums / movies / tv or radio shows / plays/ apps
   • Foreign words

16. Acronyms

1. Write acronyms without periods between letters: "ООН", "НАН", "ЗМІ".

17. Repetitions

1. Do not translate words or phrases repeated more than once.
2. If the word or phrase is said twice in a row, time to audio but do not repeat the translation.
3. This rule can be ignored if the context uses repetition for emphasis or comedic effect.

18. Censored words

1. If a word has been censored in the audio use four asterisks to indicate the censored word.

Це повний п****!

2. The word "nigger"/"нігер" should never be used unless it is specifically used as the racially derogatory term, usually in historical context. For the term "nigga" the phrasing should be adjusted to match the context.

   Example:
   Yo', nigga! You look fly!
   Чувак, ти круто виглядаєш!

   Event 2:  
   I'm just a nigga from the hood that can rap a little bit.
   Я просто пацан з району, який трохи може читати реп.

19. Songs

1. If the song is original to the show/movie, check with Pixelogic if translation is required. For all other instances do not translate.
   LIONSGATE This rule is for characters singing only. Do not translate background songs.
2. Songs in which the lyrics have been altered or parodied for comedic effect can generally be titled.
3. Italicize lyrics.
4. Start each line with an uppercase letter.
5. Use an ellipsis if the song continues in the background but is interrupted by dialogue.
6. Only question marks, exclamation marks and ellipses can be used at the end of a line. Commas can be used within the lyric line, if required.

20. Translator Credit

1. Include if present in provided English template, otherwise do NOT include a translator credit.
   Exceptions:
   NETFLIX Include a translator credit - "Переклад субтитрів:"
   PARAMOUNT (Theatrical) Include a translator credit - "Переклад субтитрів:"
   SONY Include a translator credit - "Переклад субтитрів:" DO NOT INCLUDE for VAM.
   ALULA Include a translator credit.
   NBCUNIVERSAL Include a translator credit.
   If a client requests a translator credit and does not specify a format use one of the above prioritizing top to bottom.

21. Language Tag

1. Do not translate the [LANGUAGE TAG - Do not Translate] event if present. This is an identifier in English for BD/DVD authors.

22. SDH Instructions - Speaker IDs / Sound Effects

Speaker IDs/Sound Effects

1. Use [ ] brackets for speaker IDs or sound effects.
2. Use lowercase, except for proper nouns.
3. Only use speaker IDs or sound effects when they cannot be visually identified.
4. If a person who is on-screen continues talking off-screen, do not add another identifier for their off-screen dialogue. We assume it's the same person talking until another person is visible or until there is an identifier for a different speaker.
5. Do not identify a speaker until their character name has been introduced. Until they are introduced, use generic IDs (e.g. [чол], [чол. 2], [коп], [лікар])
6. For documentaries, commentaries, bonus material (VAM) etc. do not identify interviewees by their first name. Only use their last name. You can use first names for the characters from the program, assuming they have been identified that way in the full program.
7. Use a generic ID to indicate and describe ambient music (e.g. [по радіо грає рок]).
8. Only include plot-pertinent sound effects.
9. Never italicize speaker IDs or sounds effects, even if the dialogue is italicized.

Exclamations

1. Include single utterances and exclamations (e.g. О, Е-е... Ого!)

Foreign Dialogue

1. If translated – Use [in language] (e.g. [грецькою] )
2. If not meant to be understood – Use [speaking language] (e.g. [говорить німецькою] )
3. Always research the language. Do not use [speaking foreign language] or [in foreign language].

Songs (additional to Section 19)

1. Song lyrics should be enclosed with a music note (♪)
2. Songs heard within the scene should be identified if possible.

   [«Isn’t She Lovely» Стіві Вандер]

Censored Words

1. If a word has been censored in the audio use four asterisks to indicate the censored word.

Event 1:
Це повний п****!

23. Reference

Please reference the following for any language-related issues not covered in this document:

1. Український Правопис: http://pravopys.net/
2. http://lcorp.ulif.org.ua/dictua/
3. Словник української мови: http://sum.in.ua/
4. http://litopys.org.ua/pravopys/pravopys2015.htm
5. Svitlana Pyrkalo's "Перший словник молодіжного сленгу": http://shron1.chtyvo.org.ua/Pyrkalo_Svitlana/Pershy-
   i_slovnyk_ukrainskoho_molodizhnoho_slenhu.pdf
6. Slang dictionary:  https://chtyvo.org.ua/authors/Stavytska_Lesia/Ukrainskyy_zhargon_Slovnyk/_ukrainskoho_molodizhnoho_slenhu.pdf

24. Client Style Guides

•  - Latest version
•  - Latest version - December 4, 2017 

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Change log:
Apple - July 31, 2017 - V1