In recent years, the landscape of media consumption has shifted dramatically. No longer are audiences strictly confined to English-language films and television; an increasing number of viewers are gravitating towards content in various languages. According to a PwC report, the global entertainment and media industry witnessed a notable 5% growth, culminating in a valuation of approximately $2.8 trillion in 2023. This upward trend is poised to sustain itself, albeit at a more tempered pace, with an expected growth to $3.4 trillion over the next five years, marking a compound annual growth rate of almost 4%.
As this demand for non-English content surges, platforms such as Netflix are taking notice. For instance, Netflix reported an astonishing 90% increase in the viewership of non-English programming in the UK alone over the past three years. This trend is reflective of a broader movement within English-speaking regions such as the U.S., Canada, and Australia, where audiences are increasingly receptive to global narratives and storytelling.
Recognizing the immense potential of diversifying its content offerings, IMAX has embarked on leveraging artificial intelligence to enhance the localization of its original productions. The Canadian entertainment giant, renowned for its cutting-edge cinematic experiences, has recently partnered with Camb.ai, a Dubai-based startup specializing in AI-driven speech translation and dubbing technologies. This collaboration aims to harness Camb.ai’s advanced AI speech models to effectively translate and localize various forms of media, including documentaries.
The startup has made impressive strides in the field of AI dubbing, having already assisted in translating live sports events for global audiences. Their DubStudio platform supports an impressive array of 140 languages, which includes a number of lesser-resourced languages often overlooked in mainstream media. This technological advancement has arrived at a critical moment as a global audience increasingly seeks diverse and engaging content that reflects a spectrum of cultures and languages.
One of the standout features of Camb.ai’s offering involves its Boli model, designed specifically for speech-to-text translation, and the Mars model, which specializes in speech emulation. Camb.ai’s co-founder, Akshat Prakash, emphasized that their approach differs significantly from larger companies in the AI field. Instead of broad and generalized models, Camb.ai has opted for smaller, more specialized models tailored for specific tasks—an innovative approach that showcases their understanding of audience needs.
Prakash noted the foundation of their technology rests upon a “three-layer” architecture, with Boli and Mars serving as the foundational models, a robust infrastructure layer hosting these models, and the user-friendly DubStudio platform acting as the front end. This groundbreaking technology not only facilitates accurate translations but also maintains the subtleties and unique tonal qualities inherent in the original speech.
The ability to translate into up to ten languages simultaneously with a minimal latency of just 20 to 30 seconds marks a significant milestone for Camb.ai, with the potential for IMAX to reach broader audiences in real-time as they roll out translations starting with widely spoken languages.
While the allure of AI localization lies in its technological innovation, it also provides a pragmatic solution to the challenges of localization—namely, the costs associated with traditional translation and dubbing methods. Although IMAX has not disclosed specific figures, Mark Welton, president of IMAX Global, hinted at the substantial cost savings that the deployment of AI translation could yield.
As Camb.ai continues to develop its technology, IMAX and other media companies can expect to see increased efficiency in the localization process, paving the way for more diverse content consumption. Moreover, as Camb.ai expands its capabilities and seeks further investments—such as its recent $4 million seed round—there will likely be more opportunities for collaboration within the media sector, fueling even greater diversity in content.
The shift towards a more inclusive and diverse media landscape is undeniable, driven by audience demand and technological advancements alike. As IMAX ventures into AI-driven localization, it stands to not only attract a wider viewer base but also contribute to the cultural tapestry of global storytelling. In doing so, the company embraces the idea that entertainment knows no language boundaries—a philosophy that could redefine how audiences consume and engage with content worldwide. The future of media consumption is not just about reaching more hearts, but about bridging connections across languages and cultures, enriching the global narrative tapestry that binds us all.