Technology Vs. Creativity in Localization

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As the Asia TV Forum kicked off today with the Leaders Summit, I found my thoughts in perfect alignment with the number one reflection of marketing executive Pablo Gomez, Head of Media and Digital at Kantar Millward Brown - "Technology is not a substitute for creativity."

Although the objective of the conference was to address broader advertising concerns, I couldn't help but relate the overarching conclusion to localization.

There is much talk going around among content creators and localization providers about how technology will become more and more enthralled in the dubbing process. From the use of machine translation, to computer generated voice-overs and AI driven dubbing sessions, the future of localization is portrayed by most as yet another outlet which will soon be taken over by automatization. I cringe at the very thought of that.

Dubbing done right is a highly creative process. It is a form of art which requires particular linguistic skills, serious acting chops and the unique ability to deliver authentic human emotions through the use of words. Voice actors are lost in darkness - you can never see them smile, shrug or shed a tear. Yet, the good ones can still make you laugh or cry through the sound of their voices.

I embrace technology, innovation and automatization. I thrive to find the best way to integrate each and every positive advance into our ecosystem. However, as the keynote speaker rightfully pointed out today, technology is not a substitute for creativity. Nor is it a substitute for artistic talent. If you devoid dubbing of its human component you may be able to understand the content, but you may never be able to experience it.

 

-Silviu Epure, (GM)

Rita Santos