Localization is an accurate translation of content through the local cultural and contextual lens. In broadcasting terms, localization refers to creating compliant and culturally relevant versions of video assets for the international markets. A well-curated localized content is the one that makes an impact locally. Localization helps in expanding the customer base by adapting to a specific audience. The language used for creating a media asset might turn out insignificant if it’s not understood by the people who don’t speak your language. As businesses around the world are going to great lengths to ensure effective communications with their target audience, localization ensures that the content reads as if it were written by a native speaker. Thus, providing great growth opportunities for content providers in foreign markets.
Subtitles make videos more accessible to viewers speaking different languages across wider geographies and cultures. This is usually done by retaining the original soundtrack of the video and overlaying audio transcript on the video in textual form. Subtitles have emerged as an important monetization opportunity for media publishers as they allow publishers to gain new markets for their content. Moreover, in the current COVID-19 times when content production has virtually stalled and internet audience continues to grow, media publishers want to maximize reach of their content by providing subtitled versions on different digital channels.
The COVID-19 pandemic has shaken the traditional dubbing industry to its core. Recording studios around the world are in lockdown or operating under strict social distancing rules, leaving content owners without a contingency plan to continue the localization and distribution of their content. At the local dubbing studio level – in an industry built around bricks and mortar studios rather than technology solutions – this leaves the supply chain severely disrupted. Content owners are unable to keep project pipelines moving, resulting in limited content available to deliver to customers, despite the unprecedented demand by audiences in lockdown.
With dubbing studios severely disrupted for the foreseeable future, content owners need a continuity plan. Both to respond to the immediate challenge, and to mitigate against the risk of future service disruption; a tech-based solution using software to create virtual dubbing studios. One that enables actors and directors to work remotely from any approved location and most importantly, to keep project pipelines on track.
The localization industry has demonstrated steady growth during the last decade. In India, broadcasters like Zee and Star India have spearheaded this growth through the launch of several new regional and international channels. By localizing their existing content into multiple languages, they have successfully forayed into new markets and reached new audiences.
If you thought that dubbing an animated feature was easier than dubbing other types of content, you’d be mistaken. Recreating an entire animated world with characters that the audience can believe in, love or loathe, laugh at or cry for – requires skill and artistry. This was certainly true when providing Latin American dubbing services for our most recent project with Lionsgate, The Legend of Secret Pass.
Demonstrating how cloud dubbing can work at its finest, creative director Raúl Aldana took the wheel on an exciting localization project between ZOO Digital and Lionsgate – managing the Latin-American-Spanish dub of art-house drama, Dogville, with each voice artist connected and recording entirely in the cloud.
Recorded without a centralized studio, exclusively online – find out what experienced voice talents had to say after helping produce the full Latin-American-Spanish dub of Lars Von Trier’s crime tragedy, Dogville.
ZOO Digital – Cloud dubbing service powered by ZOOdubs
IABM TV interview with Tony Ferkranus (VP of Sales, The Americas – Zoo Digital) on cloud dubbing
Richard Welsh (Sundog Media Toolkit) discusses use of off-the-shelf and custom AI to protect the video using various machine-vision techniques
Thanks to the boom in popularity of OTT services, feature films and TV series are being delivered to more platforms and localized into more languages every day.
Localization service provider, ZOO Digital has developed a cloud dubbing service that overcomes a number of industry challenges – including capacity, voice talent diversity, quality and time-to-market for dubbed entertainment content.