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.
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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.
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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.
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