Tuesday, November 9, 2010, 10:27 AM ET|Posted by Will RichmondSubPLY, a captioning technology provider, is finding that captioning, a long-mandated feature in television, is also quite valuable in online video. Whereas in TV captioning has largely been a regulatory-driven requirement, captioning in online video is strategic as well, as VP of Business Development Matt Knopf explained to me recently.
For example, captions generate a written transcript of the video content, which is far more search-engine friendly and therefore helps drive discovery. In addition, as the Internet incents global distribution of content, the need for language localization is growing. But the cost of dubbing multiple languages and then managing all the files is expensive, so generating cost-effective captions is a great alternative. In addition, there's even a benefit to at-work viewership, allowing viewers to watch without risk of audio tipping off colleagues and supervisors.