Nov 20, 2020

Silver Trak Digital joins the Industry-First Globalization Association as a Forming Member

Silver Trak Digital is proud to be included as one of the forming members of the Entertainment Globalization Association. With our industry history and over 30 years of technical experience the Silver Trak Digital team are well positioned to meet the demands and global challenges of the changing industry opportunities.

COVID-19  impact across the world quarantined countries and individuals, locking down people in their homes and exploding the demand for streaming entertainment and above all localised content. The demand and user applications for localised content was pushing the streaming industry beyond capability and a co-ordinated approach to content adaptation became the industry’s priority.

“Entertainment Globalization Association” (EGA) was formed to address this unique problem, its main thrust to enhance streaming content viewing across the globe through “localisation” services.

Chris Fetner the Managing Direction of EGA and former global director of production for Netflix, has brought together 60 highly skilled technical service providers to deliver dubbing, subtitling and other services to ensure that the streaming services industry can adequately diversify across the globe with local format content.

Silver Trak Digital services, which include content engineering, format transformation, QC delivery, dubbing, subtitling and closed captioning is proud to be a part of this growth sector, which has in 2020 increased in user application in excess of 35%. The group of companies mobilised across the world which includes Silver Trak Digital are positioned to address the service need and enable new platforms to open for distribution of content to both local and international markets, providing opportunities for new and redeveloped production content to hit new markets.

Read the full Announcement below:

Sixty Companies Form Industry-First Globalization Association

Today, 10 founding companies and 50 forming companies have announced their collaboration to create the entertainment industry’s first association focused specifically on entertainment globalization. Globalization is defined as Dubbing, Subtitling, and Audio Description services which allow content to be consumed in languages other than the original version. The founding companies together with the additional 50 forming companies represent high caliber service providers from all around the world. The Entertainment Globalization Association (EGA) has been formed to create a closer connection to the creative community to better facilitate the “retelling” of their stories for global audiences. The association is primarily focused on creating educational resources, localization standards and generating consumer impact research of localization. Chris Fetner named as the managing director of the association, formerly led Netflix’s content localization vendor strategy for nearly a decade and is widely regarded as an industry transformer among entertainment localization companies.

“I feel incredibly fortunate to be given the opportunity to work with these leaders in localization, every company in the association is an outstanding contributor to sharing stories globally, and I’m excited to see how we can all work together to help creatives share their stories more broadly,” said Fetner.

The association is already the largest of its kind through the support of its named founders and forming companies, and is currently open to new members that work as individuals or companies providing globalization services in gaming, episodic television, feature film or access services. The association will begin forming committees in December 2020 and commence activities in early 2021. Among its early efforts are a full slate of standards to be established as well as educational outreach plans starting in Q1 of 2021. Given the huge industry support with 60 of the leading globalization companies already signed up, EGA has garnered a deep interest in the vision of the organization.

“The initial support of this group has been overwhelming. Every single member is excited about the work they do re-telling stories for the creative community and this is a signal to that community saying we’re here to support you and help you tell your stories globally in what will no doubt be an unprecedented time of growth and opportunity to entertain the world,” said Fetner.

According to Grand View Research, the entertainment industry will experience incredible growth over the next five years that will largely be driven by expanding streaming platforms moving outside of their domestic offerings into international markets. Entertainment globalization plays a significant role in this expansion by extending intellectual properties into new languages, regions and experiences by providing audio localization (dubbing), subtitling, and audio description. This work has largely been behind-the-scenes and traditionally takes place long after the original show’s creatives have moved onto other projects.

With streaming platforms providing opportunities for global reach, creative talent and producers alike have realized that quality globalization plays a critical role in the success of a production. The new understanding is that globalization is less of a science and more of an art form that needs to be incorporated into the production process to ensure that stories are resonating with their global audiences. The EGA has been formed to give creative talent a resource to build their competency around globalization and a set of motivated partners to help them entertain audiences all over the world.