by Greg Taieb
The entertainment space is going global. Thanks to rapid technological shifts, content is now available on every type of screen in every region around the world. But while content now has universal reach, there is no “universal” audience. Each region watches content differently – from what they love to watch to the screen they love to watch it on.
As content is distributed more globally, localizing that content — translating and adapting it to local preferences – has never been more important. More translations are needed, more quickly and at a higher quality — all while understanding and maintaining the director’s original intent. For content owners, this can be the differentiator that determines whether audiences watch their shows or subscribe to their platforms.
The goal in localization is to ensure when non-English-speaking audiences are watching video content, they can still relate to the story, laugh at all the jokes or cry after a touching moment. It is a complex task that is filled with nuance, but one that has been made increasingly more efficient with new technology.
AI and machine translation (AI/MT) have made inroads into the entertainment space in recent years with the power to automate translation and transform workflows. However, while MT can improve translations, the nuance and complexity of localization creates challenges that still require a human touch to achieve the quality that consumers expect.
Keep reading in Post Magazine >>