iyuno media group: Expanding Entertainment Globally Through Localization

The Expanding World of Video Localization

The surge in subscribers experienced by video-streaming platforms during the COVID-19 pandemic is projected to persist even as the pandemic subsides, accompanied by an increased focus on international content. High-quality subtitles are crucial for maintaining audience immersion. Consequently, as content providers pursue global reach, the need for localization services, specifically translated subtitles, is experiencing substantial growth.

Iyuno Media Group: A Leading Localization Provider

Iyuno Media Group stands as a prominent player in the media localization industry. They collaborate with major clients such as Netflix, Apple iTunes, DreamWorks, HBO, and Entertainment One. The company provides a comprehensive suite of services to support global content distribution.

From Humble Beginnings to Global Operations

Founded in 2002 by David Lee while he was a student in Seoul, Iyuno initially focused on English-to-Korean subtitle creation for television networks. “The business was launched during my final year at university,” Lee explained, “and naturally, streaming services were not yet prevalent at that time.” The early client base consisted primarily of local and regional broadcasters.

Today, Iyuno’s operations have expanded dramatically. Backed by investors including SoftBank Ventures Asia, the company now localizes approximately 600,000 hours of content annually.

A Comprehensive Range of Localization Services

Iyuno’s service portfolio encompasses translation, subtitling, dubbing, accessibility features, and adherence to local content regulations. These services are offered in over 80 languages. The company maintains a global footprint with 35 facilities spanning 30 countries across the Americas, Asia Pacific, Europe, and the Middle East.

Furthermore, Iyuno announced in January an agreement to acquire SDI Media, another significant localization provider, through a partnership with Imagica Group. This acquisition will further strengthen Iyuno’s position in the market.

Proprietary Technology for Scalability and Efficiency

To facilitate its current operational scale, Iyuno developed a custom cloud-based enterprise resource planning (ERP) software platform. This platform allows content providers to easily upload files.

Key features include tools for time coding, translation management, quality control (both content and technical), and streamlined distribution back to clients. The system also manages freelancer onboarding, training, and assessment, providing a centralized hub for project teams.

Leveraging Neural Machine Translation

Iyuno has also invested in the development of its own neural machine translation (NMT) engines. These engines are specifically trained on genre-specific data – such as drama, animation, comedies, horror, and documentaries – to enhance accuracy and accelerate the translation process. This allows teams to work with greater efficiency.

The Growing Importance of Entertainment Localization in a Globalized World

Maintaining consistent quality alongside rapid delivery is now paramount. This is largely due to the increasing reach of Over-The-Top (OTT) services, which are diminishing geographical and cultural boundaries for viewers and the content they consume.

Lee observed that compelling television programs, even those not originally produced in English, are achieving significant viewership in diverse international markets. The disruptions caused by the COVID-19 pandemic have significantly impacted production schedules. Consequently, OTT platforms are actively seeking fresh content to retain subscribers and are expanding their licensing of non-U.S. productions into territories with historically limited access.

Recent data from Parrot Analytics, as reported by Axios, indicates that non-American shows represented almost 30% of total demand within the United States during the third quarter of 2020. While this trend predates the pandemic, production halts prompted numerous networks and streaming services to increase their offerings of international content to satisfy audience expectations.

This shift necessitates that localization services manage an expanding volume of shows and films initially created in languages other than English. Furthermore, they are tasked with translating content into a broader spectrum of languages, a process that demands substantial collaborative effort.

Lee explained that translating a single hour of video typically involves approximately five to six distinct stages and the expertise of four to five different professionals. These include both translators and personnel dedicated to quality assurance.

When translating content into a single target language, Iyuno employs professionals capable of simultaneous interpretation and translation, bypassing the need for a written script. Client files are securely uploaded to Iyuno’s platform, where proxy files are generated incorporating watermarks and other protective measures. Translators then access the video via a provided link. Following translation, the subtitled material undergoes a standardized quality control review before final delivery to the client.

The methodology for translating into multiple languages mirrors this process, with the initial step involving transcription of the original audio into a script. This script is then distributed to translation teams for collaborative work. Subsequently, the subtitled content is submitted to a centralized quality control unit to ensure consistency prior to client delivery.

Iyuno is equipped to provide exceptionally fast turnaround times – often within 24 hours, and sometimes as quickly as one to two hours – for certain content types, such as live broadcasts or television drama episodes undergoing final editing before transmission. In these instances, recording commences concurrently with the program’s airing. The footage is then segmented into 10-minute portions and dispatched to teams of three: a time coder, a translator, and a quality control specialist. These individuals typically work remotely, accessing Iyuno’s ERP platform. Translating each 10-minute segment requires approximately one hour, necessitating the simultaneous engagement of six teams during a typical hour-long program.

Maintaining an Engaging Viewing Experience

Ensuring high quality is paramount in localization, encompassing both the linguistic accuracy of subtitles and other features, as well as adherence to technical standards. With over 100 distinct subtitle formats in use, meticulous attention to detail is crucial. Iyuno’s quality assurance team verifies that subtitles are displayed without being distracting, avoiding the obscuring of vital visual elements and preventing overlaps in dialogue.

According to Lee, incorporating buffer time is essential, as reading speeds generally lag behind auditory processing. Iyuno’s platform utilizes advanced scene detection technology to analyze video content and automatically arrange subtitles, preventing them from bleeding into subsequent scenes.

Currently, the creation of accessibility features represents approximately 5% to 10% of Iyuno’s overall business, and this segment is experiencing substantial growth. This includes the provision of audio descriptions for visually impaired viewers, involving the addition of narration detailing on-screen events, and the inclusion of closed captions that describe all auditory elements within a program.

“Demand is increasing, and our clients recognize the importance of reaching these audiences,” Lee stated.

Translators face the challenge of preserving the original creative vision when adapting content for languages with differing colloquialisms and cultural contexts.

Lee explained, “Subtitling isn’t simply a mechanical translation process. It requires a deep engagement with the material, often leading to a complete immersion in the narrative – you become absorbed in the show, understanding the emotions, humor, and character interactions.”

Iyuno leverages machine translation engines to streamline the initial translation phase, allowing human translators to concentrate on the more nuanced, creative aspects of a production.

“This is largely a subjective and qualitative undertaking. While it’s difficult to quantify, we continually seek ways to enhance that creative process,” Lee elaborated. “Furthermore, our translators possess extensive prior experience, understanding the importance of these considerations. In many instances, a machine cannot replicate the judgment of a human translator.”

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