Bringing Fremantle’s most successful content to new global audiences
How Fremantle uses AI dubbing
1. Increasing the value of top-tier content
The Papercup/Fremantle partnership is currently two-pronged. Firstly, Idols, Got Talent, and The X Factor is evergreen content that performs consistently well for the media provider. Fremantle’s YouTube channel showed that this content gained traction with Spanish-speakers, so the partnership with Papercup set out to leverage it by creating a dedicated Spanish-language YouTube channel: Los Mejores Talentos En Español.
2. De-risking further international expansion
Los Mejores Talentos En Español (The Best of Talents), the Spanish-speaking YouTube channel, performed extremely well, so Fremantle looked to replicate its success by localizing the content for Arabic-speaking regions in which the English version showed traction. Rather than invest heavily in building audiences in the region right out of the gate, Fremantle is piloting its content first using AI dubbing.
18 million views in 7 months
The brand new Los Mejores Talentos En Español has amassed 18 million views in seven months. By AI dubbing its top-tier content, Fremantle has been able to populate an entirely new channel without incurring the costs or being held back by the turnaround times of studio dubbing.
In doing so, Fremantle has built a strong Spanish-speaking audience in record time and unlocked an entirely new revenue stream for existing top-performing content. The same content in Arabic is proving what Fremantle thought – there’s a market for this type of content in Arabic-speaking regions.
The real win for Fremantle is that there was no need to integrate complicated localization workflows or secure hefty budgets in order to validate key proof points about where and how to grow globally.
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