It makes sense to spend a little extra to create subtitles or closed captions for your advertisements as it allows your adverts to connect with a larger audience. It is estimated that over 10 million people in the UK are facing difficulty with hearing loss. This means that there is a significant chance for UK TV advertisers to extend their influence to this community by having subtitles on their commercials.
It is also estimated that there are more than 3 million people in the UK exercising English as their second language, and advertisements in English are not really getting the message across to these people. Subtitling would significantly help this community to comprehend advertisements with fast and accented English dialogues.
With subtitles running on them, your advertisements communicate to your potential customers even with the volume turned off. Subtitling helps to comprehend adverts even in public and other noisy environments like restaurants, gyms, airports, bars, etc.
Companies that operate globally would need their commercials to communicate with a diverse set of audience spreading across the globe. Rather than recreating commercials in different languages, it is always better for these companies to create subtitles in different languages for their adverts. This essentially helps to cut down the cost of creating commercials multiple times. Creating subtitles or captions in multiple languages is apparently less expensive than recreating commercials multiple times in different languages.
In addition to reaching out to a wider audience; subtitling your advertisements can also help when you repurpose your commercials for social media. While ads are played on social media like Facebook or Instagram, often they are muted. When users interact with the commercials in social media, they do not have audio to deliver the context. Subtitling your advertisement engages your users, which in turn increases the impact of your advertisement. So, subtitles are not only important for your broadcast TV, but it is all the more important when you repurpose your ads for social media.
Digital Nirvana Partners with Clearcast to Provide Subtitles for Advertisements
Digital Nirvana, leading global provider of media solutions, has entered into a partnership with Clearcast to provide subtitles for commercials in the UK market. The service is offered through an easy-to-use online portal called subtitle-now.com. The advertisers can upload their videos and get them subtitled quickly through this portal.
Clearcast is the UK’s sole television clearance house that looks at about 61,000 TV commercials a year. Being able to upload commercials online and have subtitling done in minutes is going to be a big benefit for the UK advertising agencies as it speeds up the process, and would also reduce the barrier that is holding back advertisement subtitling in the UK.
When we talk about closed captioning or subtitling process, one question that immediately comes to our mind is; whether an automated transcription process good enough or do we really need to have human involvement during the process.
As we all know, there are a quite a few software tools and equipment available in the market that can effectively convert speech to text automatically. However, there are limitations for these software tools or equipment when it comes to transcribing different accents and audios with different qualities. For instance, in the US, people of different regions have different styles of speaking. Most of the time, converting speech to text automatically for a television show is challenging because TV shows feature people from different regions and backgrounds who would pronounce English words in completely different styles.
During a study conducted by Google and Harvard University, it was found that over the last century, English as a language has doubled its size and it continues to expand yearly by around 8,500 new words, and now stands at 1,022,000 words. Growing glossary of vocabulary makes automated transcription a challenging process. A lot of new terms and words adding up to the vocabulary make automated tools vulnerable to misinterpret them. Although internet helps software tools and equipment to get updated regularly, there is still some amount of difficulty faced by these automatic transcription tools when it comes to interpretation of growing vocabulary.
Human transcriptionists still have advantages compared to speech recognition tools although manual process is more time consuming and requires more effort by transcriptionists to keep themselves updated with new words and phrases. Voice recognition tools are trained on patterns and styles of specific voices, whereas human transcriptionists have experience listening to and communicating to people with a variety of dialects. New phrases and words get communicated to humans quickly across different regions. The new technologies are undoubtedly making transcription process easy and quick; however, the need to have human intervention to create transcripts for closed captions is still preferred by most of the broadcasters and content owners. Broadcasters and content owners do not want to take chances when it comes to quality of closed captions and are still not ready to rely completely on automated processes. For them having quality closed captions are all the more important as they add value to their content.
Digital Nirvana’s closed captioning process makes use of a hybrid transcription process wherein a quick preliminary transcript is created by an automated process, which is further edited by qualified and highly experienced transcriptionists for error-free delivery. The combination of automation and human intervention make Digital Nirvana’s captioning process quick and foolproof.
Fremont, CA, April 4, 2018 – Digital Nirvana, a global provider of media solutions and services, is joining forces with Clearcast, the UK’s sole television ad clearing house. Digital Nirvana’s cloud-based Subtitling Solutions will be a featured tool within MediaCentral, Clearcast’s online portal for the video advertising industry. Through this strategic alliance, Digital Nirvana will become Clearcast’s partner for subtitling TV advertisements. Digital Nirvana will exhibit (booth #SU10121) at the upcoming 2018 NAB Show, running from April 9-12 at the Las Vegas Convention Center (LVCC).
Clearcast’s MediaCentral is a task-based portal through which advertisers and agencies can quickly connect with the leading players who offer ad-related services, such as subtitling, airtime booking, soundtrack services, etc.
“With this portal, Clearcast has created a place where advertisers can go to not only make sure their ads follow the UK compliance regulations,” said Hiren Hindocha, President and CEO, Digital Nirvana, “but also for adjunct services. Adding these new services – all within one central site – greatly increases the value they’re offering their customers. We’re thrilled to be a part of such an integral, forward-thinking site for the advertising community.”
Chris Mundy, Managing Director of Clearcast, said: “We’re delighted to be working with Digital Nirvana to deliver a quick and accurate online subtitling solution for the UK market. Only around 60% of television ads in the UK are currently subtitled and, by making it much easier to subtitle ads, we hope this new service available via MediaCentral, the Clearcast website and subtitlenow.com, will make it easier for the advertising industry to caption every single ad.”
Digital Nirvana’s services provide an integrated, automated workflow for subtitling, sports clipping, closed captioning, caption synchronization, video logging, repeat audio detection, and metadata creation. Its Media Management Platform and suite of broadcast monitoring products establish a simple set up for content creation, capture, repurpose and delivery, while monitoring video and audio for quality and compliance.
Ad agencies, advertisers and broadcasters use Clearcast services to conceptualize, develop, produce and broadcast great adverts. Although best known for clearing ads for UK commercial channels, Clearcast works with clients throughout the ad development process and offer a range of other services to the industry like training in advertising rules, advice on pitch and research scripts, technical services, international clearance advice and a Business Affairs service. For more general information on Clearcast visit www.clearcast.co.uk/what-we-do/.
About Digital Nirvana
Since 1996, Digital Nirvana has been empowering customers with innovative knowledge management technologies. By combining media and digital technology expertise, Digital Nirvana makes it possible for organizations to streamline operations and gain competitive advantage with advanced product and service offerings. A comprehensive service portfolio includes media monitoring and analysis, market intelligence and analytics, and learning management services. Digital Nirvana is headquartered in Fremont, California with offices in Hyderabad and Coimbatore, India.
For more information, contact:
3984 Washington Blvd., Suite 355
Fremont, CA 94538–4954