Sky News is a media juggernaut, but it still had the potential to reach more people on YouTube. Working with Papercup, Sky News took big steps towards their goal of reaching millions of people each day — thanks to high quality, fast and scalable video translation.
Sky News had achieved solid reach for its UK newsrooms with video content posted throughout the day on TV, syndication, digital platforms, and social media. Now it was looking to expand its audience. While the content created was of global interest, it was limited to the English-speaking market, so the next logical step was translating existing content and into other global languages.
Unsatisfied with the limitations of traditional dubbing or subtitles, Sky News wanted something more scalable, and accessible. It also wanted to maximise the potential of YouTube as a global content platform by sharing its existing content with new viewers across the world: enter Papercup.
Sky News already had an award-winning catalog of video content, but it needed a way to accurately translate that content into different languages at scale. Identifying Spanish-speaking viewers as an opportunity, Papercup’s AI-powered video translation solution took the content Sky News already had, and repurposed it for additional reach in the new target language.
But as a news channel, Sky News couldn’t just repurpose existing content. It needed a translation service that understood the audience behind the language.
“The overall average watch time and completion on our new Spanish Sky News channel is so far above and beyond what we had expected. That’s testament to the quality of the Papercup solution and then how it has transformed into positive user behavior that shows us how they consume content.
We now can get more bang for our buck using our existing content. And translating to Spanish is only just the first step. And it doesn’t stop with news; it can expand to sports, entertainment and educational content”.
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