Translating Online Video Success
Creating Spanish-language versions of online shows is about more than language
How do you translate successful online programming for a Spanish-speaking audience? Here’s a hint: it takes a lot more than just translation.
Yahoo! this month launched “De Moda,” the Spanish-language version of our online celebrity and fashion video show on Shine, “The Thread.” And no, that’s not a literal translation, just as De Moda isn’t a direct translation of the English version. Procter & Gamble sponsors The Thread, which just ran its 100th episode, and when it renewed its sponsorship it decided to expand it for U.S. Hispanic audiences. An article in AdAge talks about the steps Yahoo! and our partner, Starcom MediaVest Group, took to make De Moda relevant to its intended viewers.
De Moda has its own Spanish-speaking host, NY1 Noticias anchor Carleth Keys, as well as a Spanish-speaking producer. It will also not focus as much on Hollywood celebrities but will include more Latino celebrities and telenovela stars. The separate identity is necessary, says the article, “not just for for cultural relevance, but also because Hispanics consume English-language media, too, and some viewers may be watching both versions of the program.”
For more about De Moda, read the AdAge article.
