Superfast subtitles: Supertext pulls off a coup for one of the largest retailers in Europe

The plot: one of Switzerland’s leading retailers tasks Supertext with transcribing its video subtitles and translating them into German, French and Italian.

Coop is a household name in Switzerland. The cooperative, founded over 150 years ago, now has over 90,000 employees. Alongside its retail operations in Switzerland, Coop also operates internationally in the areas of wholesale trade and production. In 2018 alone, the Coop Group’s total turnover amounted to CHF 30.7 billion – with online retail becoming increasingly important.

Smart technologies cut lead times

Coop Content House is responsible for multimedia content. It publishes the Coop newspaper, as well as a broad range of articles for the whole Group. Because the digital era has changed our relationship with media, videos are becoming an increasingly important part of advertising. Product reviews for the Interdiscount and Microspot stores need to be just as clear as videos for the corporate website, social media and internal communication. And in several languages, as well.

To ensure that Coop’s digital communication functions flawlessly throughout Switzerland, Coop Content House searched for a reliable and technologically adept partner to handle the subtitles for their videos and translate them into Switzerland’s official languages. Short production times and tight schedules for publishing the videos required efficient processes and technology experts.

To turn the text into a translatable format, the video files have to first be transcribed in the source language. The spoken text is transcribed and the timings are extracted using a special software. This software generates a file in the subtitle format SRT that can then be translated using standard CAT tools.

To ensure the smooth processing of orders with multiple phases, our project managers work closely with trained transcription partners. Their support enables videos to be transcribed on the same day in a pinch. As the single point of contact, the project manager ensures that our translations are super. The Coop team is now well-practiced at ensuring the texts are ready for the big screen.

“Fast, simple and flexible”

Christelle Palma, project coordinator for Content House at Coop, values the new partnership:

“At Coop, it’s often the case that a lot of videos are produced within a very short timeframe. The production runs in different phases, so we always rely on a precise schedule. This means that there’s often not much time for translation. But we can’t allow the quality to suffer because of time constraints. With Supertext, we’ve found an expert, flexible partner who is always ready to help out in an emergency.”

Cover image via Coop

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