Dotsub’s CEO, David Orban, led a panel at the recent Streaming Media East 2013 (SME 2013) in New York City. David led a group of Dotsub customers and partners in discussing how the transcribing, translating and captioning of videos has improved their business. Helping us on the panel were Tim Tyler of Coldwell Banker, Santiago Muro of WOBI and Marc Osofsky of Lionbridge.
Here is the video of the entire panel session from SME 2013.
In an article by Troy Dreier, a little of the discussion was chronicled, concentrating primarily on the point of view of Marc Osofsky, SVP and CMO for translation company Lionbridge Technologies. Marc stated that “Companies are increasingly creating their own video studios and taking that work away from agencies. They’re creating video for marketing, training, corporate communications, and other areas. They’re getting sophisticated with green screens and other effects, and are hiring staff away from agencies. He also said he’s surprised at how quickly that entire process is happening. He also felt that “Companies then struggle with how to translate their videos for other countries.”
He continued “Traditional approaches to translating video, such as getting a professional and creating a voice over track, are “too slow and too costly”. Going with Google Translate produces subtitles cluttered with errors and leads to viewer complaints. Solutions that offer fast turnaround and low price come at varying degrees of quality. Companies may decide to go with lower quality solutions for internal use, to save money, but spend more for higher-quality customer-facing videos.”
“Some experts now believe that 20 percent of all corporate communications should be video. Keeping up with that demand is tough: companies currently face weeks of delay when launching new products since they can’t create multi-language video fast enough to keep up with their launch cycles. One solution to getting multiple-language support quickly is to create keywords in that new language and then crowdsource the actual translation. ”
There were questions of how does the content owner know whether it is commercially beneficial to translate video into specific languages. Other speakers suggested that content owners wait to see if there is interest from a country before investing in a separate language track for it.
There is a lot of information in this video, watch it and tell us your thoughts on the subjects raised in it.