the production personnel themselves is often a prominent feature of the release of feature films or documentaries on DVDs. Commercial device The commercial use of voice-over in television advertising has been popular since the beginning of radio broadcasting. In the early years, before effective sound recording and mixing, announcements were produced "live" and at-once in a studio with the entire cast, crew and, usually, orchestra. A corporate sponsor hired a producer, who hired writers and voice actors to perform comedy or drama. Manufacturers will often use a distinctive voice to help them with brand messaging, often retaining talent to a long-term exclusive contract. The industry expanded very rapidly with the advent of television in the 1950s, and the age of highly produced serial radio shows ended. The ability to record high-quality sound on magnetic tape also created opportunities. Digital recording, thanks to the proliferation of PCs, smartphones (iOS and Android 5.0+), dedicated recording devices, free or inexpensive recording and editing software, and USB microphones of reasonable quality, and the increasing use of home studios, has revolutionized the industry. The sound recording industry uses the term "presence" as the standard of a good quality voice-over and is used for commercial purposes in particular. The term "presence" measures the legitimacy of how a voice sounds, specifically one of a voice-over. Advances in technology for sound recording have helped voice-overs reach that standard. These technological advances have increasingly diminished "the noise of the system...and thus reducing the distance perceived between the object and its representation." Translation In some countries, such as Russia, Ukraine and Poland, voice-over provided by an artist is commonly used on television programs as a language localization technique, as an alternative to full dub localization. In Bulgaria, multiple voice-over is also common, but each film (or episode) is normally voiced by three to six actors. The voice artists try to match the original voice and preserve the intonation. The main reason for the use of this type of translation is that unlike synchronized voice translation, it takes a relatively short time to produce, since there is no need to synchronize the voices with the character's lip movements, which is compensated by the quieted original audio. When there is no speaking in the film for some time, the original sound is turned up. Recently, as more films are distributed with separate voice and noises-and-music tracks, some voice-over translations in Bulgaria are