CMI at the Globalization and Localization Association Conference
CMI had the pleasure of attending the Globalization and Localization Association (GALA) 2017 Conference in Amsterdam. This conference takes place once a year and is attended by 400-500 Language Service Providers (LSPs) from around the world. CMI was one of few providers that specialize in audiovisual localization. Our goal at the conference was to network with LSPs who want to expand into video localization easily and cost effectively.
Video is one of the fastest growing mediums globally. Cisco estimates that by 2020, 82% of consumer Internet traffic will be video -- growing threefold from 2015-2020. By 2020, nearly a million minutes of video content will cross the Internet EVERY SECOND! Multi-national corporations are increasing using video not only for external communications (e.g. marketing, thought leadership, social media branding) but internal communications as well (e.g. company-wide training modules, key information dissemination, compliance requirements).
With this level of demand for video, there is a growing need for professionalism in localization within this medium. Just as good text-based localization requires a nuanced understanding of meaning and subtle adjustments, so does audiovisual localization.
Many of the LSPs we talked to do not offer video localization, as they tend to specialize in written content, which is increasingly commoditized in this competitive environment. Having video localization as part of their service offering may allow them to differentiate themselves and bolster client relationships.
Creating good video localization is much more than a simple voice over. In fact, the hallmark of flawless video localization is that the viewer doesn’t even realize there are subtitles or dubs! Inferior localization is jarring, obtrusive and difficult to follow and is immediately noticed by the viewer.
Whether it’s attention to lip-synching in a dub, placement of subtitles and timing for a timed-text project, there literally is more than meets the eye in a successful, well-produced localization.
We urge LSPs to consider expanding into video localization and CMI is available to partner with you! We have worked with major Hollywood studios for the past 30 years localizing, digitally processing and delivering video/film content to the in-flight entertainment industry. This is a global market requiring upwards of 150 unique feature-film files to be delivered daily. We are bringing this level of expertise to LSP partners worldwide.
Contact us for more information.