In the digital age, with the proliferation of non-professional audio-visual translation (AVT) and overwhelming academic attention being paid to such a phenomenon, it is crucial to examine in-depth the identity of AVT professionals in this context, in order to contribute to a more comprehensive understanding of the professionalism of such practitioners. As Self is the agency through which individuals experience themselves in relations to others (Elliot, 2001), a professional translator’s Self is constructed in the process of translating, where Self-Other ethical relations are maintained through exchange between the individual translator and other agents/participants involved. Based on a self-reflective case study of the subtitling of Central China TV-Channel 4 (CCTV-4) programs, this paper explores how these agent Others are represented deontologically in such professional AVT profiles as a result of exchange for the construction of professional identity, mainly through critical discourse analysis of selected translation transcripts, with reference to self-reflection, Chinese socio-cultural contexts, and other relevant supporting materials. This research concludes with a proposal of five principles for AVT professionals in pursuit of construction and maintenance of professionalism.