In conversation with ttvnews, Max Wynen, VP of Global Operations at The Kitchen, talked about the group’s recently inaugurated hub in Madrid, from where they’ll face the industry’s main challenges, such as the expansion of FAST Channels, TPN certification requirements from large platforms, the use of AI, the expansion of video games, and the overall growing demand for content.
A few months after the opening of The Kitchen’s new hub, we became interested in the transformation that the dubbing industry is experiencing worldwide. In this context, Max Wynen, VP of Global Operations at the company, offered us a clear overview of what can be considered the major issues that will occupy the sector’s agenda throughout 2024.
What new business opportunities and niches are there in dubbing, and what challenges do they represent?
The rapid worldwide growth of FAST channels significantly increased the demand for both dubbing, subtitling, closed caption, and audio description services. The need for these platforms to update their catalog of projects with new or re-dubbing (due to rights expiration), along with the complementary services mentioned above, has been a great growth opportunity for localization companies both this year as for the next ones.
The great challenge that this implies is the realization of high production volumes in a shorter time than usual, given that the platforms often need to have several seasons or complete titles dubbed and or subtitled for an already announced release date.
Fortunately, thanks to The Kitchen’s growth plan, we are prepared to face the high volume of current demand. While we always dub in territory with native talent, we have translators, adapters, mixers and editors at any of our locations. This gives us opportunities to complete projects much faster. For some of our languages, we also have dual locations, which also allows for greater production throughput.
At the same time, the development and consolidation of video games in the world has also increased the demand for dubbing for this type of projects. In this case, the challenge is ongoing, given that with technological advances the games are increasingly more complex, which is reflected in the greater quality and quantity of audio that must be recorded for this type of content.
What are the requirements from large platforms when offering a certified service?
The platforms’ current demands aim to be able to certify the security and privacy of their content by localization companies. An example of these international standards would be obtaining the Trusted Partner Network (TPN) certification. This is a global initiative to protect film and television content that covers the entire industry. TPN helps companies prevent leaks, infringements and piracy of their customers’ movies and TV shows before their planned release.
What clients or content would you highlight from the latest work done?
Although for reasons of confidentiality we cannot reveal the names, it is worth noting that this year we have worked on important projects for clients such as Mattel, New International Mix, Moonbug, ITV, Discovery, BBC and Cineflix.
What is the importance of quality control when dubbing in different languages? Why is this aspect more important than ever today?
The importance of quality control (QC) when dubbing in different languages is to be able to achieve the same quality and maintain consistency in the product regardless of how many languages it is dubbed into. Today the platforms allow us to listen to and see the product both in the original language and in others (depending on the territory), we can also access subtitles in different languages and Closed Caption. This makes it essential that the viewer can consume the product in the language they choose, and that this choice is not reflected in a different product depending on the language. The final objective is to provide our clients with the same product, with consistency and the same quality regardless of dubbing or subtitles that the viewer prefers.
I should mention that when at The Kitchen we talk about “quality control” (QC) we are referring to a “comprehensive inspection.” From the moment we download the materials and review them, to the moment we upload them to the broadcaster or distributor, every frame must be perfect. We maintain close relationships with our clients throughout the entire process, always keeping in mind that the specifications and delivery requirements may change. Nothing is taken for granted. The Kitchen has always had a three-step quality control process that has been in place for over 22 years.
What is the impact of Artificial Intelligence in dubbing jobs? What are the main challenges of this new reality?
In the last two major television markets (MIPTV and MIPCOM), the question of “what is happening with AI?” has been present at all times. The Kitchen continues to investigate the possibilities of AI and its likely contributions to our business over the past few years. Working closely with several AI vendors, we have done our part in the benefits it can bring to our business, such as faster translations and subtitling. But… is AI really ready to take over? Not yet, no. Even with faster translation delivery, each document must be adapted and reviewed by a human being. Does it convey the right feeling? Are the terms used in the translation appropriate? There are many factors that for now only humans can incorporate into the process.
What will be the next market for The Kitchen?
If you refer to the market geographically speaking, with our current reach in LATAM, Europe and the Middle East, the logical thing would be to continue with the Asian market. Although we now provide services for that market in languages such as Japanese, Korean, Chinese or Vietnamese, that will probably be our next step.
However, this year and next, the priority is to establish and expand our new European Hub in Madrid.
What type of services does The Kitchen offer in its new studios in Madrid?
The Kitchen Spain and our new European Hub, based in Madrid, will offer the following services: in the Dubbing area: Castilian Dubbing (Lip sync- VO – Songs), Audiobooks, Video Games, Podcasts, Text to Speech, Mixing 2.0 / 5.1 / Dolby Atmos Home.
Regarding Media Services: Quality Control (In – Out), Laybacks creations / Proxies, Motion graphics (Recreations – Creations), Musical Karaoke.
And regarding the Subtitles and Accessibility area: Subtitles (formatting – verification -conforming), Proofreading, Metadata – Synopsis translation, English timed template creation, Transcription (Subtitling – Dubbing), Closed Caption, SDH and Audio description (Synthesized and human)
