Automatization In A Crowded Media Localization Industry

Written by:
Matteo Alberghetti

With the most recent Media localization developments, there is no surprise this industry is attracting a lot of attention. After all, Media is becoming more and more the standard approach to the modern world. As a consequence, tech companies are also investing in trying to create the ultimate automatization tools that will allow to reduce costs, speed up deliveries, improve quality and ultimately gain more market shares. But what does it take to be the best in automatizing processes out there?

Quite a few powerful tools are setting the tone and yet nobody seems to have gotten the ultimate magic formula. The reason hasn’t got much to do with the amount of budget invested (which is staggeringly high), and it has a whole lot to do with the flexible and ever-changing nature itself of the Media industry.

Let’s consider for a moment a fully automatized simple transcription task. Imagine how many difficulties you have in a movie, a series or a corporate video to automatically and efficiently transcribe an English speaker, for example. You might have a bad audio quality, an effect applied to the speaking voice, another overlapping voice (2-3 speakers talking at the same time), a challenging accent, a lot of mispronunciations, a few foreign words, a soundtrack in the background. Or even a few of the above instances are happening at the same time!

If we talk about Machine Translation, that’s an entirely different world. Huge advances have been made, but we’re far from having that as our ultimate Media localization panacea. What is absolutely fundamental when translating subtitles or dubbing is that the target needs to be natural and flow seamlessly. If there’s any weird or rough translation, then the end audience will definitively notice it and might start losing attention to what they’re seeing.

Those are just a few challenges that the tech industry hasn’t been able to find solutions to so far. So, is it better to just do everything manually? Absolutely not.

As everything with technology, you need a solid ground and a reliable data structure to base your decisions on. Every project, every video/audio needs to be treated in a different way. That’s why if you can’t offer a smart and flexible solution, you should be looking at building one right now. And quickly.

Being our key area of expertise, tech has been at the core of our decision-making processes since the very beginning. The benefits of using a smart, native platform are enormous. Not only for the current state of the market, but also to grant a flexible structure that will be able to adapt to the ever-changing Media industry needs in the long run.

By having quality data, we can build and tailor smart solutions for our clients that will ultimately enable and boost success in their Media projects. Every single video or audio asset has been produced in a completely different way and deserves to be treated with an open mind and a smart approach.

If your current provider doesn’t offer a smart, flexible approach, you’ll probably need to start looking at a different solution very shortly, so that you’ll be granted the most advanced solutions for a price that doesn’t necessarily have to remind you of how much work and experience lies behind the Media localization process.