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Greetings Vitrina Community,

We interviewed Abhirukt Sapru, SVP Commercial at Papercup, who shares valuable perspectives from on the future of content localization, the power of technology to bridge cultural divides, and the transformative potential of breaking down language barriers.

Abhirukt Sapru: Certainly. Papercup was established in 2017 with a clear mission: to address the accessibility issue posed by content being confined to a single language. We’ve focused on leveraging technology to make content more accessible to a global audience. While we started as a research project, we’ve rapidly evolved into a commercial entity, catering primarily to the media and entertainment industry, along with other sectors like sports, publishing, and gaming.

Our journey began with the recognition that traditional methods of content localization were often slow, costly, and cumbersome, especially for smaller players in the industry. We saw an opportunity to disrupt this space by introducing AI-driven solutions that not only expedite the localization process but also enhance the quality and watchability of the content. Our core mission is to democratize access to content by breaking language barriers and enabling creators to reach broader audiences seamlessly.

Abhirukt Sapru: Absolutely. Our primary focus has been on speech technology, particularly on enhancing expressivity to improve content watchability. Traditional dubbing methods often result in robotic or unnatural-sounding voices, which can detract from the viewer’s experience. We’ve developed sophisticated algorithms that analyze intonation, pacing, and emotion in speech, allowing us to create more engaging and lifelike dubbed content.

For example, let’s consider a scene where a character is delivering a heartfelt monologue. Our AI-driven speech technology can accurately capture the nuances of the actor’s performance, ensuring that the emotional impact is preserved across different languages. This not only enhances the overall viewing experience but also increases audience engagement and retention.

Abhirukt Sapru: Certainly. The localization industry has undergone significant transformation in recent years, driven by advancements in technology and changing consumer preferences. One of the most notable shifts has been the growing demand for hyper-localized content that resonates with specific cultural and linguistic nuances.

For example, consider the differences between Latin American Spanish and European Spanish. While both are variants of the Spanish language, they have distinct vocabulary, grammar, and even cultural references. As a result, content creators must tailor their localization efforts to cater to these differences effectively.

Additionally, the rise of streaming platforms and OTT services has led to an explosion in demand for localized content across various genres and markets. What was once a niche service reserved for blockbuster movies and TV shows has now become a standard practice for content creators looking to expand their global reach.

Abhirukt Sapru: Absolutely. At present, we primarily focus on translating English content into seven languages, including Latin American Spanish, Brazilian Portuguese, French, Italian, German, Castilian Spanish, and Arabic. Our selection criteria are based on a combination of market demand, linguistic relevance, and economic viability.

For example, Latin American Spanish and Brazilian Portuguese are two of the fastest-growing markets for dubbed content, driven by the increasing popularity of streaming services like Netflix and Amazon Prime Video in the region. By offering localized versions of English-language content in these languages, we can tap into a large and rapidly expanding audience base.

Similarly, languages like French, Italian, and German have well-established dubbing industries with a strong tradition of consuming foreign content. By providing high-quality dubbed versions of English-language movies and TV shows in these languages, we can cater to the preferences of local audiences while also expanding our market reach.

Abhirukt Sapru: Speed and scale are critical aspects of our service. Traditional methods of content localization often involve manual processes that are slow, labor-intensive, and prone to errors. By leveraging AI-driven automation, we can significantly expedite the localization process while maintaining a high level of quality and accuracy.

For example, our proprietary speech-to-speech translation technology allows us to translate and dub large content libraries in a fraction of the time it would take using traditional methods. This not only reduces time-to-market for our clients but also enables them to capitalize on emerging trends and opportunities more effectively.

Furthermore, our cloud-based platform is designed to scale dynamically based on client demand. Whether it’s dubbing a single movie or an entire TV series, our infrastructure can handle projects of any size with ease. This scalability allows us to accommodate the needs of both small indie filmmakers and large Hollywood studios alike, ensuring that everyone has access to high-quality localization services.

Abhirukt Sapru: Our pricing model is transparent and straightforward, based on a per-minute-per-language rate. We believe in providing our clients with clear and predictable pricing options that align with their budget and project requirements.

In addition to our core dubbing services, we offer a range of additional services to enhance the localization process further. These include 5.1 sound mix, captions, metadata localization, and on-screen graphic localization, among others. Each of these services is priced separately, allowing clients to customize their localization package based on their specific needs and preferences.

For example, a client may choose to add captions to their dubbed content to make it more accessible to viewers with hearing impairments. Alternatively, they may opt for 5.1 sound mix to enhance the audio experience for home theater enthusiasts. By offering these additional services à la carte, we can provide clients with greater flexibility and control over their localization projects.

Abhirukt Sapru: We engage with a diverse range of customers across the media and entertainment industry, including production houses, distributors, streamers, and broadcasters. Each of these customer categories has unique requirements and preferences when it comes to content localization, and we strive to tailor our services accordingly.

For example, production houses may require end-to-end localization solutions, including translation, dubbing, and quality control, whereas distributors may only need basic dubbing services to prepare content for international distribution. By understanding the specific needs of each customer category, we can provide targeted solutions that deliver maximum value and ROI.

In terms of shifts in demand, we’ve observed a growing trend towards early localization in the content creation process. Traditionally, localization was seen as an afterthought, with many creators waiting until after a film or TV show had been completed before considering dubbing or subtitling. However, we’re seeing more and more content creators embrace localization from the outset, recognizing the importance of reaching international audiences from day one.

Additionally, there’s been a surge in demand for localized content in emerging markets like India, Southeast Asia, and Latin America. As internet penetration and disposable incomes rise in these regions, so too does the appetite for high-quality entertainment content. By catering to these growing markets, we can help our clients tap into new revenue streams and expand their global footprint.