Research project
From Lab to Screen: A Response to AI’s Threat to the Media Localisation Industry
- Start date: 1 March 2025
- End date: 31 August 2025
- Funder: AHRC’s Impact Acceleration Account
- Primary investigator: Dr Sara Ramos Pinto
- External co-investigators: Carol O’Sullivan, University of Bristol
Value
£11,904
Partners and collaborators
Iyuno (media localisation company), ATAV (professional association of audiovisual translators), Day for Night (film distribution company)
Description
This project explores how research into the reception of subtitles by viewers can be ‘translated’ for non-academic stakeholders in ways that will impact industry subtitling practice.
Media localisation companies are under increasing pressure from clients to adopt automated processes which negatively affect subtitling quality and audience satisfaction. Access to the latest research is essential to improving subtitling quality (which will further distinguish human from automated subtitling) and to providing professionals with empirical data to argue for the need and benefits of human subtitling with their clients.
The project impact may involve changes to subtitlers’ practice, to the services offered by localisation companies and to clients’ awareness of the constraints and requirements of subtitling.
