{"id":41,"date":"2019-11-18T13:53:18","date_gmt":"2019-11-18T13:53:18","guid":{"rendered":"http:\/\/trends.memoq.com\/?page_id=41"},"modified":"2020-01-13T23:15:51","modified_gmt":"2020-01-13T23:15:51","slug":"audiovisual-content-translation","status":"publish","type":"page","link":"https:\/\/trends.memoq.com\/audiovisual-content-translation\/","title":{"rendered":"Content from the Couch"},"content":{"rendered":"\n<p>\u201cWhat are you doing tonight?\u201d<\/p>\n<p>&nbsp;<\/p>\n<p>\u201cBinge-watching Netflix.\u201d<\/p>\n<p>&nbsp;<\/p>\n<p>Today on-demand entertainment is so popular that we\u2019ve created new phrases to describe our media addiction. \u201cBinge-watching Netflix,\u201d \u201cNetflix and chill,\u201d and \u201cNetflix marathons\u201d are commonplace terms among millennials \u2014 and, increasingly, among other generations too.<\/p>\n<p>&nbsp;<\/p>\n<p>In 2017, Netflix boasted 104 million paid subscribers globally \u2014 spanning 190 countries and supporting 24 different languages.&nbsp;(1)&nbsp;Just 2 years ago, Amazon Prime rose to the market, and in 2017, spent at least $4.5 billion creating original content to compete with Netflix. (2)&nbsp;Close behind, Hulu spent $2.5 billion creating at least 7 new original series for its viewers. (3)&nbsp;And, perhaps most telling, Disney recently announced that they\u2019re canceling a licensing deal with Netflix to enter the global video on-demand market in 2019.<\/p>\n<h3>\n\t\tThe On-Demand Entertainment Market is Booming\n\t<\/h3>\n<p>This means translators are busier than ever with requests to localize audiovisual content. According to Slator, \u201cAs the global demand for content skyrockets, so does the requirement for video localization. Slator reported in July 2017 that media localization will be a USD $2.5bn industry in Europe, Middle East, and Africa (EMEA) region before 2020.\u201d (1)<\/p>\n<p>&nbsp;<\/p>\n<p>Most often, on-demand content is translated into European and Asian languages, including Spanish, French, German, Italian, Russian, and Japanese. But, revenues from emerging markets in Latin America are also growing exponentially \u2014 from USD $425 million in 2016 to a predicted USD $859 million by 2021. Plus, the Philippines, Thailand, India, and Singapore, now have their own streaming service providers, iFlix, Hooq, and Singtel to name a few. This means language service providers (LSPs) are now localizing content for emerging markets in Southeast Asia too. (1)<\/p>\n<h3>\n\t\tAdvertisers are Jumping in on the Trend\n\t<\/h3>\n<p>Advertisers understand the power of video. In fact, many of them are moving away from text advertising altogether, and instead relying on video and audio content to sell products. YouTube videos have the power to quickly influence millions of people around the globe \u2014 whether it\u2019s through instructions, entertainment, or recipes. And, Facebook and Instagram&nbsp;are showing fewer text-based posts, and instead favoring video. According to Search Engine Watch, video will drive nearly 80% of all internet traffic by 2019. (4)<\/p>\n<p>&nbsp;<\/p>\n<p>As a result, more LSPs are receiving jobs to translate audiovisual advertising content. To do this, there are a few approaches commonly used:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><b>Dubbing<\/b>&nbsp;replaces an actor\u2019s voice with the voice of someone else speaking in another language.<\/li>\n<li><b>Subtitles<\/b>&nbsp;are a lower cost solution and involve writing on-screen captures in other languages.<\/li>\n<li><b>Voice-over and narration<\/b>&nbsp;solutions replace the whole voice track with a translated version. This approach is often used when there are no actors \u2014 for example, for animated training videos.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Overall, a growing audiovisual market is good news for LSPs. In many ways, it can be easier for language service providers to translate because they can link visuals to meaning, reducing ambiguity for viewers. Plus, a quickly growing market, whether it\u2019s on-demand entertainment content or advertising material, also means more clients for translators.<\/p>\n<h3>\n\t\tThe Challenges Ahead for the Industry in 2019\n\t<\/h3>\n<p>First, there is usually limited time for a translator to work with audiovisual content. For example, when a new Netflix series comes out, there is an agreement that it must be translated and available to global markets within just a few hours. And, unfortunately, it can take more time for LSPs to localize lengthy audiovisual content correctly.<\/p>\n<p>&nbsp;<\/p>\n<p>Fortunately, S\u00e1ndor Papp, Event Marketing Manager at memoQ, says translators can rely on machine translation (MT) to help speed up this process. \u201cThe more content translators can translate within a given timeline, the more jobs they can get.\u201d He continued, \u201cI do believe MT will play an important role for translators next year. This is because machine translation can help them speed up their work and meet the requirements of their clients.\u201d Papp also says artificial intelligence can improve the quality and speed of translating audiovisual content. \u201cNot only will artificial intelligence have a great impact on audiovisual content, but it will influence the industry overall,\u201d he remarked.<\/p>\n<p>&nbsp;<\/p>\n<p>However, there are still challenges when finding voice-over talent. \u201cTake the case of an American television sitcom being dubbed for Germany or France. The dubbing actor needs to understand the material in the original English in order to fully immerse himself in the persona of the character,\u201d says Eden Estopace, IT journalist and Online Editor at Slator. (5) Actors who can dive into character personas quickly \u2014 and correctly translate the language \u2014 are few and far between.<\/p>\n\t<article>\n\t\t<header>&#8220;Translating audiovisual content also requires a totally different mindset. For LSPs, it means learning new techniques and technologies&#8221;<\/header>\n\t\t\t\t\t<footer>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/footer>\n\t\t\t<\/article>\n<p>States S\u00e1ndor Papp and&nbsp;he recommends that, in the next couple of years, more universities offer specialized audiovisual training for translators. For&nbsp;translation technology providers, this means adjusting their product roadmaps to include features that facilitate audiovisual translation. For example, at memoQ, we recently released a&nbsp;<a href=\"https:\/\/www.memoq.com\/en\/news\/memoq-introduces-new-sdk-for-third-party-translati?__hstc=211339658.5f3392c85cb7d6f077fd8a99b8de0792.1573043517888.1574084952322.1574166852466.6&amp;__hssc=211339658.16.1574166852466&amp;__hsfp=43488286\" target=\"_blank\" rel=\"noopener noreferrer\">preview plugin<\/a>&nbsp;for video subtitles. The preview opens the video file at exactly the clip that needs to be translated and displays the translated text. These industry adjustments are especially important as the on-demand entertainment market grows and advertisers lean towards video marketing techniques.<\/p>\n<p>&nbsp;<\/p>\n<p>Clearly, there\u2019s more work for the industry to do. From integrating machine translation technology and processes, to training LSPs, to improving the voice talent pool, we have our work cut out for us. But, in our opinion, audiovisual content is a trend that\u2019s here to stay. So it\u2019s worth the time and effort to embrace this new content and streamline its localization processes. Audiovisual content also presents our industry with new customers and opportunities \u2014 and that\u2019s always a good thing.<\/p>\n\t<p>References:<\/p>\n<p>&nbsp;<\/p>\n<p>1 \u201cAudiovisual Translation Hits a Sweet Spot as Subscription Video On-Demand Skyrockets.\u201d Slator. Eden Estospace. November 23, 2017.<\/p>\n<p>&nbsp;<\/p>\n<p>2 \u201cAmazon will spend about $4.5 BILLION on its fight against Netflix this year, according to JPMorgan.\u201d Business Insider. Nathan McAlone. April 7, 2017.<\/p>\n<p>&nbsp;<\/p>\n<p>3 \u201cHulu to spend $2.5 billion on content in 2017, add 7 more original series.\u201d Techcrunch. Sara Perez. September 15, 2017.<\/p>\n<p>&nbsp;<\/p>\n<p>4 \u201cGoogle videos vs. YouTube: Which is the best video search engine?\u201d Search Engine Watch. Amanda DiSilvestro. October 31, 2017.<\/p>\n<p>&nbsp;<\/p>\n<p>5 \u201cTalent Crunch Hits Media Localization as Amazon, Netflix Accelerate Market Growth.\u201d Slator. Eden Estopace. July 17, 2017.<\/p>\n<p>&nbsp;<\/p>\n<p>6&nbsp;\u201cNetflix Has Nearly 20 Official Localization Vendors as Global Subscriptions Boom.\u201d Slator. Eden Estopace. October 17, 2017.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The on-demand entertainment content market is skyrocketing, so does the demand for audiovisual localization. Translating audiovisual content requires a totally different mindset. For LSPs, it means learning new techniques and technologies. Is the industry ready for it?<\/p>\n","protected":false},"author":14,"featured_media":73,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"categories":[6,10],"class_list":["post-41","page","type-page","status-publish","has-post-thumbnail","hentry","category-6","category-trend"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Audiovisual Translation | On-Demand Content from the Couch<\/title>\n<meta name=\"description\" content=\"Translators are busier than ever with requests for audiovisual translation. 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