DMS takes FEED Magazine to the frontline of the subtitling revolution
As part of a feature on subtitling, DMS’ director of client services Michael Petch spoke to FEED Magazine about how the expansion of video into the online world has extended the definition of what subtitling is. In the article, which appears in the latest issue of FEED, Michael discusses how advertisers are now realising the added value of putting subtitles on their content. “It’s very easy to make bad subtitles, both standard and dynamic, but to get it right and to enhance the value of your content experience is the challenge,” he says. “If you get this right, you’re suddenly opening yourself up to an entirely new audience.”
On why some choose to ignore subtitling their content, Michael says: “The prohibitive cost and the perceived difficulty in adding subtitles to the various versions of content have historically been a stumbling block, but this isn’t necessarily the case anymore. New ways of working mean adding subtitling can be a relatively simple process.”
Michael’s advice to those considering an automated service as a way to save money? “Automation is not always as accurate as you’d like it to be, so having a human intervention within the workflow is essential. Those commissioning subtitling should demand a two-stage QC process, where the work is reviewed by another professional subtitler before it is signed off.”
New technologies such as dynamic subtitling and the use of artificial intelligence and machine learning are also mentioned by Michael. The full Subtitle Revolution article is available to read in the November 2018 issue of FEED.
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