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Latin America: Development of a major media market

Latin America Media Growth

In recent years, Latin American has gained a lot of prominence in the media industry and experts have noted its potential to become a major media market. Regional economic growth and consumer demand for media have been remarkable; this has caught the attention of Industry professionals who are focusing their efforts upon the market and evaluating the right approach to enter the flourishing market. There are a number of factors that are contributing the region’s growth, a large pool of creative talent and predicted increase in media consumption are two main factors that are leading the transformation. Digital marketing especially has grown leaps and bounds and the size of the market is such that Latin America can no longer be ignored by major digital brands.

The economic growth and resulting development of Latin America (1) established a burgeoning middle class whose interest in media is higher than their peers in any other region worldwide. Digital media growth in Latin America has been tremendous; social-media penetration is higher in the region than anywhere else in the world and 5 nations from the region are amongst the top 10 worldwide in terms of Facebook penetration. Notably, there are 217 million internet users in Latin America and the number will grow to 285 million according to estimates (2). For these reason, marketers and advertisers have developed a keen interest in the Latin American nations.

Increasing mobile-phone penetration and consumer habit of watching videos and TV content on mobile devices is widespread. Yet, a majority of Latin American’s population still do not have access to broadband internet but steps are being taken to expand internet use due to the important role is can play for economic growth.

The optimistic outlook has had a positive impact on the region’s image amongst the corporate world. World famous digital brands are gearing to invest and expand into these nations improving economic prospects of the previously struggling countries. The popularity of media, especially digital media, will have broader economic and political impact on the nations in the American continents. Ultimately, the confirmation of Latin America as a major media market and broadly an economic giant depends on the governments in place. However, the development path being taken is working well in establishing Latin America as a mature consumer market.

1. Latin America’s Economic Growth, New York Times.

2. Latin America’s Social Networking Report, eMarketer.

The language of research gears up for Web 3.0

There are exciting times ahead for language companies working in the market research sector as the industry gears up for Web 3.0 which uses technologies that can analyse the meaning of content and information.

Companies are increasing the number of languages they work with. Apple’s website, for example, has doubled the number of languages it supports to 24 in the past 12 months, while Facebook now supports more than 70 (up from 2 in under 2 years). It’s estimated that the global website of major multi-nationals now support on average 20 languages, up from a mere dozen, 5 years ago.

Now add the trend for the internet to better support non-latin scripts. Top-level domains for UAE, Saudi Arabia, Eqypt and Russia were the first to be introduced earlier this year. A further 18 countries are in the approval process including China, Korea and India. More are set to follow allowing researchers to recruit online from a pool of native speakers; a first in some markets.

The use of non-latin scripts in market research is likely to be a fast moving area driven in part by a local and regional demand for native versions of web pages and associated search patterns. In mid November, for example, registrations for the international Russia domain name in Cyrillic script opened and 100,000 registration requests were received in the first three hours and over half a million over the first 6 days.

The future growth in the internet points to a clear localisation bias as well as a shift away from English as the de-facto language of the web. “Right now, more than half of the content on the Internet is not in English” says John Yunker of Byte Level Research. “Ten years from now, the percentage of English content could easily drop below 25%”.

Fully-localised domain names and websites present an opportunity for companies to market and gain feedback on their products and services in new countries. Meta tags (the key identifiers for search terms embedded in web pages) will need to be translated for optimal search and localisation to make the site visible within the local country’s search results. Ben Taylor, Language Connect’s MD comments, “There’s a lot of feedback coming from the international travel, leisure and automotive sectors where the customer experience is paramount and where search terms might be very subjective or require precise localisation. Searching for feedback about experience at a particular hotel for example, might cover a dozen different terms for the words ‘bathroom’ or ‘cleanliness’. It doesn’t just apply to large corporates, SMEs use multilingual searching to extend their international footprint very cost effectively and achieve high search engine rankings in less competitive markets”.

So is the demand for instant, multilingual feedback going to overwhelm the research world? Will quality be substituted for quantity as people turn to machine translation software and web scraping tools?

“There is certainly a strong demand for open ended coding and analysis in the original language”, says Ben. “At the same time there is a strong requirement for really high quality interpreting services. Clients want specialist language skills, like the ability to use the same vocabulary as marketing-savvy teenagers, or the language of medical staff when working with sensitive topics with a patient in hospital. And it’s clear that technology is having a rapid impact on changing research methodologies; clients can offset the cost saving they achieve using in-language coding (saving on back translation costs) and invest any remaining budget in qualitative depth probe interviews which amplify the research findings”.

Web 3.0 is beginning to have a major impact on the structure of the market research and insight industry. There’s increasing demand from international companies to synthesise large volumes of search and research information across different languages and cultures, using technologies such as web scraping techniques to bring all the information together.

Language Connect will be discussing these and similar opportunities at the Insight exhibition in London in June 2011. Please contact us beforehand if you would like to discuss any commercial partnerships in advance.

www.languageconnect.net

Walkers’ sign lost in translation

_46017879_a2cc4f34-f4f1-40ca-b34a-d52f3acd4f66Left for English speakers and right for Welsh speakers.

Pedestrians have been left confused by a road sign telling them to look different ways in different languages.

A temporary road sign in Cardiff city centre urged English speakers to look one way before crossing the road, and Welsh speakers to look the other way.

The sign “pedestrians look left” was translated to say “cerddwyr edrychwch i’r dde” – or “pedestrians look right”.

Cardiff council said the sign was the work of a contractor, and it had been removed after the mistake was noticed.

Cardiff council said: “This sign was made by a traffic management contractor, not Cardiff council.

“It was originally placed on St Mary Street earlier this year by Wales & West Utilities while essential maintenance work was carried out.

“Cardiff council has now removed the sign from the area.”

Meirion Prys Jones, chief executive of the Welsh Language Board, said: “We would like to stress how important it is to ensure the quality and accuracy of bilingual signs.”

 

BBC News

French workmen can often build their own language barrier

The villagers of our commune in the Lot et Garonne region of southwest France are very friendly – all the more so when one speaks, or at least tries to speak French. But sometimes there can be misunderstandings in interpretation.

Once we brought cheer to the local council, on a rather cold wet November day. Some months earlier, we had received a flyer, in French, from the Mairie which my wife Anne and I interpreted to mean that the commune wanted donations for ecological improvements by planting trees, cork oaks, to replace ones which had been lost in a storm.

We contributed but were puzzled when we were invited (again in French) to call at the Mairie “because your trees are ready”.

We concluded that there was probably some official handing over ceremony involving the donors so went along to the office and, sure enough, there were a number of cars outside. However, inside, there was only Nathalie, the Mairie’s secretary and a mini-forest of little cork oaks.

Voila M Cordiner, vos arbres (your trees),” she said. But, we explained, they were not our trees, they were donated to the commune.

Non,” insisted Nathalie, “they are for you to plant in your garden.”

I could see that she was trying to keep a straight face as Anne explained that we had thought they were to be planted on commune land, to beautify it. We had no room in our garden for 20 oak trees! Could we give them away to anyone?

Nathalie said that, by chance, there was a meeting of the village council taking place (the reason for the extra cars) and she would ask if any of them were interested.

She promptly exited upstairs to the council chamber and a moment later there was a huge guffaw of laughter from on high before she returned with one of the young farmers, who said that he would be very pleased to accept them. I suspect that he and the secretary had a good giggle after we left.

On another occasion I obviously failed to make myself clear to Jacques, our mason. We returned one year having previously confidently commissioned him to start the conversion of the barn in our absence, but he had made a door (to nowhere) where we had wanted a window. It opened on to a drop of about six feet, into a field. When I explained the error he was undaunted.

Pas de probleme. C’est ma faute (mistake),” he said, and proceeded to convert his “faute” into a window with a delightful recessed window seat below, using a beautiful piece of old oak beam for which I had been wanting to find a purpose.

I was not alone in not making myself clear in French. Every autumn, before leaving their maison secondaire, a British couple we knew would put items of value – kitchenware, television set and the like – up in their loft for safekeeping.

One year, they ordered work to be done in their absence by their plasterer, telling him in bad French that they wanted the entire ceiling plastered. On their return, they found that the hatch had disappeared. The entire ceiling had been plastered all right, including over the hatch. It had been so well done that the couple had some difficulty locating it.

Another case of inadequate information transfer was when an English friend asked her plumber, as he was about to depart mid-morning, if he had finished installation of the upstairs bath.

Yes, he said, he would finish the downstairs one the following day because he had to rush off to an urgence (emergency).

These now-you-see-me-now-you-don’t manoeuvres remind one of the Chinese acrobats who dash back and forth across the stage keeping the plates spinning on sticks.

“Never mind,” thought the lady, “at least there’s one operational bath”, and while she left the tiler working on the downstairs bathroom floor, she decided to have her first bath in her new home.

She luxuriated in a copious one and was quietly drying herself when she heard a commotion from below. At first she thought that there must be just another ouvrier (workman) crisis, until the somewhat alarming banging on her bathroom door indicated something more serious.

Quickly donning a robe she opened the door to be met by a very agitated and very wet tiler. All his work in the bathroom below had been flooded. It quickly became obvious that, when the lady had unplugged her bath, the bathwater had exited from an unconnected waste pipe in the downstairs bathroom.

“But the bath was installed Madame,” said the plumber the next day. “You did not ask me if it could be used.”

Good artisans, always in demand, usually have several projects running at the same time. This can lead to irritatingly time-consuming movement of equipment between jobs.

We would always try to be on hand to watch our ouvriers leave for lunch. If the cement mixer was hitched up to the van, we could be sure that they would not be back after the meal.

Sometimes we would miss their departure and they would be gone, mixer and all, without a by your leave, and we would have to telephone their patron in the evening (this was in the pre-cell phone days, of course) to be told that there had been some urgence which had necessitated an immediate change of plans. These “emergencies” were frequent.

Perhaps the most imaginative excuse for suddenly deserting our project was made by the young mason,who succeeded Jacques on his retirement.

He explained that he had had to down tools chez nous because the bridge to the cemetery in his village had collapsed and he had to repair it to enable the hearse to cross for an internment the next day!

These examples illustrate that even some knowledge of the French language might not always be enough to get a full understanding with your contractor.

One has to be sure that he comprehends the question or instructions. Otherwise one has to come to terms with these sort of happenings but they are a constant (and often amusing) part of the way of life in this region of rural France.

Telegraph

May 2012
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