Media

The digital technology is definitely changing the media landscape, improving the technical quality of production and diversifying distribution. But what about the contents? Are viewers and readers getting what they want in the languages they want?

At Today Translations, we believe that interactivity is much more than just a buzzword, and understand the role multilingual content plays in broadcasters and publishers' strategies. Whether you use the written or spoken word, we definitely understand your language.

Our Services

• TRANSLATION

We translate a huge variety of documents including newspaper articles, features or promotional material. Our translators are fully versed on the journalistic conventions and style guides of different countries.

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• INTERPRETING

We provide virtually all varieties of interpreting within the course of media industry meetings and conferences, including for large groups, small groups or remote interpreting. All our interpreters have several years' market experience and worked previously as journalists or editors.

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• SUBTITLING

Subtitling refers to the transcription or translation of a TV programme, video or film displayed in real-time as text on the lower third of the screen. Subtitling is highly popular for Analogue and Digital Video Broadcasting, DVD, CD-ROM and other multimedia platforms.  

In UK, monolingual subtitling covers around 80% of BBC, ITV and Channel 4 programmes and 50% on Channel Five. BSkyB is also subtitling 80% of Sky Box Office films and 40% of the other movie channels, 60% of Sky One and 20% of Sky Sports. Other international operators like Bertelsmann also resort to monolingual subtitling to cater for the needs of the hearing-impaired.   

On the other hand, multilingual subtitling has become extremely popular in the last decades due to a couple of reasons. Many film lovers, for example, want to watch films in the original language. This may be because they like to hear the real voices of their favourite actors, which they can do with subtitles. Another important incentive is the desire to learn a foreign language, as it is illustrated by viewing patterns. 

But due to important constraints like the screen space, the duration of a subtitle, the speed of the dialogue, and the average viewer's reading speed (150 to 180 words per minute), our localisation technicians take in consideration the following aspects:

• Fonts: Subtitles can be displayed using different fonts. Although they must be highly legible, the subtitles should distract as little as possible from the picture. Accustomed subtitle readers will absorb the information in the subtitles subconsciously.
• Reading Speed: Since the viewer is busy watching and listening to the programme, only part of his time is spent on reading, and his reading speed is therefore low. Our linguistic expertise means we can deliver a top-notch localisation of your products, in such a way it will be easily read by the viewers.
• Character Set: The national character set is of vital importance - an incorrect character in a subtitle is very disturbing to the viewer, since he reads the subtitles subconsciously. We support all types of characters and accents.

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• DUBBING AND VOICE-OVER

Complementary to our translation services, we can provide dubbing and voice-over services to your existing audio, video or film tracks for overseas markets. After the script is translated into your target language, we select a dubbing or voice-over professional for your approval before recording takes place.

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                                                                                                      MAJOR CARDS ACCEPTED

Media Industry: Convergence and Interactivity

Currently estimated at $1.2 trillion, the global media and entertainment industry is undergoing powerful mutations that continue to redefine traditional media and to spawn entire new markets. On the technology side, the digital convergence between the TV, PC and (mobile) telephone into a single industry, enabling customers to access information and entertainment whenever they want, is being backed by the rapid acceleration of computing speed and deployment of internet broadband networks. No longer a mirage, interactivity the key word in the digital revolution, ultimately allowing advertisers to tailor their campaigns by household, and get feedback on-the-fly. 

From a business perspective, two forms of consolidation – vertical and horizontal – are powerful forces in the media and entertainment industry. Some media segments such as music and film have already consolidated horizontally in such a way that the top five companies control 80 per cent of their markets. Vertical integration to control both media content and distribution is keeping fast pace as well: the rationale is that larger media and entertainment companies will benefit from greater bargaining power, better programming, better products, cross-selling and synergies. 

With home revenues halted in the last few years, 'old' and new media are venturing overseas in the quest for new audiences and revenue streams. An increasingly common practice, website localisation is expected to grow in revenues from $499 million in 2001 to $3.1 billion in 2007, a compound average annual growth of 36%.

TELEVISION NETWORKS: BROADCAST AND CABLE   

• According to PricewaterhouseCoopers (PWC), the US will be the fastest-growing market, with a compound annual increase of 7.5 %.
• In terms of growth expectations through 2008 in Europe, Middle East and Africa (EMEA), PWC anticipate that the generally stronger economic climate will have a broadly positive impact on advertising.
• TV penetration gains will fuel spending in India, Indonesia, Pakistan, and the Philippines, while China will lead the region's growth.

TELEVISION DISTRIBUTION: STATION, CABLE AND SATELLITE

• In the US, video-on-demand will be the fastest-growing category, at 18.5 % compounded annually, from a low base of $720 million in 2003 to $1.7 billion in 2008. Pay-per-view will expand at a 7.5 % rate compounded annually to $3.1 billion, and premium subscriptions will increase to $12.9 billion – a 4.6 % leap compounded annually.
• In EMEA the proliferation of channels is boosting spending per household on basic services, while improved economic conditions are fuelling premium consumption.
• In Asia/Pacific improved economic conditions, new services, and rate increases will offset the continued drain of piracy and lead to higher spending per household.
• In Latin America, by 2008, spending will total an estimated $8 billion – a 9.2 % compound increase from 2003.

RADIO ADVERTISING   

• In the US, radio will find it easier to sell to national advertisers but faces stronger competition from cable in the local ad market.
• Western Europe, which accounts for 90 % of the region's combined spending, will grow by 2.8 % compounded annually to $19.6 billion in 2008 from $17.1 billion in 2003. The market will advance by 8.7 % in Eastern Europe to $2.1 billion in 2008, and by 7.9 % in Middle East/Africa to $620 million in 2008.
• Mexico is the largest market in Latin America, at $555 million in 2003, contributing to more than half of total radio/out-of-home spending, with Brazil second, at $140 million. Excluding Mexico, which experienced a decline in 2004, growth in the region will average 45.1 % compounded annually.

INTERNET ADVERTISING AND ACCESS SPENDING   

• In the US, broadband access will be the principal driver of growth, rising by 15.6 % compounded annually to $25.9 billion.
• In EMEA falling prices will propel the broadband market and boost overall access spending despite a delay in 3G rollout.
• Telecommunications infrastructure investment will expand internet access, particularly in India and China leading to rapid growth in internet usage.
• In Latin America, the expansion of the internet universe, combined with the emergence of broadband and improved economic conditions, will stimulate online advertising. PWC project that online advertising will rise from a modest $62 million in 2003 to $276 million in 2008 – a 34.8 % compound annual increase.

BUSINESS INFORMATION   

• In the US, spending on financial information will increase from $14.8 billion in 2003 to a projected $19 billion in 2008, growing by 5.1 % compounded annually.
• In EMEA industry, information will total an estimated $7.5 billion in 2008, up from $5.9 billion in 2003 – a 4.8 % compound annual increase.
• In Asia/Pacific marketing information will average 4.4 % growth compounded annually to $1.3 billion in 2008 from $1.1 billion in 2003.
• The business information market in Latin America will increase from $1.3 billion in 2003 to $1.5 billion in 2008, a 2.8 % compound annual rate.

MAGAZINE PUBLISHING   

• In the US, improved economic conditions, new launches, and a tight TV inventory are boosting consumer magazine advertising in 2004, but lower rate bases will keep ad growth at mid-single-digit levels thereafter.
• France, Germany, and the United Kingdom had the three largest markets in EMEA in 2003, at $7.7 billion, $6.7 billion and $6.4 billion, respectively. In combination, these three countries represent 58% of the region's spending.
• In Asia/Pacific readership gains, new launches, and an improved economy will reverse the advertising slide.
• PWC project that magazine publishing in Latin America will increase from $1.7 billion in 2003 to $2 billion in 2008, growing by 3.1 % compounded annually.

NEWSPAPER PUBLISHING   

• In the US, proactive efforts to attract young readers will bolster weekday circulation.
• Government laws and policies will influence and create change in the newspaper industry in EMEA, affecting publishers in some countries.
• In Asia/Pacific new technologies will enhance reach and will help mitigate continued migration to the internet and television for news and information.
• Economic stabilisation in Latin America will sustain a rebound in newspaper advertising.

Internet: The Multilingual Channel

Global internet use is growing beyond expectation. According to Computer Economics, the number of worldwide internet users is expected to rise from 513 million in 2001 to 1.2 billion in 2005. Of these users, more than 70% will be from non-English speaking countries, and the largest increase will be in Asia. Internet use in Asia is predicted to show a massive increase from 144 million users in 2001 to 344 million in 2005.

Language use on the internet is also changing. While, for many years, the balance was in favour of English over other languages, there is now a steady increase in the use of languages other than English. In the period 2001-2005, English language on the internet is predicted to fall from 51% to 43%. This decrease will be matched by a rise in non-English speaking internet users from 49% to 57%.

Taking the key non-English languages, Russian has shown a steady increase from 6.7 million users in 2000 to 15 million users in 2003, according to Global Reach. Portuguese has shown a much larger increase from 7.7 million users to 30 million in the same period.  Spanish on the internet has grown from 19.5 million to 50 million users. But the most significant increase has been in the use of Chinese, with a massive rise from 18 million in 2000 to some 125 million in 2003.