iWorld
Eros Investments, Wipro sign agreement to develop content localisation solution
Mumbai: Eros Investments on Thursday announced that it has signed an alliance agreement with IT firm Wipro to evolve and scale the artificial intelligence (AI) and machine learning (ML) based content localisation solution.
The solution will automate the time-consuming manual content localization process of subtitling and dubbing with near human-level accuracy, driving significant cost and time savings for global media organizations, post-production, and direct-to-consumer over-the-top (OTT) streaming platforms.
Eros Investments’ data science experts, in collaboration with Wipro’s technology team, will leverage latter’s Vantage solution, an AI/ML-powered content intelligence platform which uses Google Cloud’s Translation AI suite of services to develop both ‘Speech to Text models’ and ‘computer-generated voice from Text to speech’, including voice cloning, emotion tagging, and speed syncing in various languages.
The first phase of automated translation (Subtitling) will be available in multiple languages, including English, French, Spanish, Arabic, Mandarin, Malay, Bahasa, Tamil, Telugu, Hindi, and Bengali. The ‘use cases’ will be useful in training models to develop the solution in other languages later. Wipro’s Vantage helps extract intelligence/metadata from various forms of content, video, audio, images, printed text and more.
Eros Investments and Wipro’s joint content localization service will be available to media and entertainment companies in two deployment models: platform-as-a-service and private cloud deployment.
“Organizations across the media and entertainment space are increasingly seeking out solutions that enable language translation with accuracy and at scale,” said Google Cloud managing director- global systems integrator partnerships Victor Morales. “Wipro and Eros Investments’ content localization service, combined with Google Cloud’s machine learning capabilities, will provide customers the functionality they need to deliver audiences everywhere exceptional viewing experiences”.
“In a world where content is taking precedence and crossing the cultural & language barrier, subtitles and dubbing have become a critical component of the video viewing experience,” said Eros Investments director Swaneet Singh. “It is well known that ‘good subtitles can’t save a bad film, but bad subtitles can ruin a good one,’ which is one of the reasons why we are co-investing with Wipro in a robust and automated translation solution. As global content reach grows, accelerated and accurate localization will be key in making premium original and catalog programming available to new global subscribers and audiences.”
“With the ability to scale easily based on client needs, our AI translation solution is ideal for media companies looking to expand their global audience footprint,” said Wipro senior vice president and sector head-communications, media and information technology Malay Joshi. “In addition to improving the accuracy of translated content, our offering will reduce the manual effort involved in translation, bringing down costs and time to market significantly. Improving the ability of viewers worldwide to access and enjoy content from other markets will help increase overall global viewing and OTT platform growth and we are very proud to support this effort.”
Eros Investments is a global media, entertainment and technology portfolio of ventures including Eros Media World, Eros Now, Xfinite’s Mzaalo and others.
iWorld
Taylor Swift sued by Maren Wade over Showgirl trademark clash
Las Vegas performer claims hit album branding overshadows her long-held identity
MUMBAI: A high-profile trademark dispute is brewing in the entertainment world as Las Vegas performer Maren Wade has filed a lawsuit against global pop star Taylor Swift over the title of her latest album.
Filed on March 30 in the U.S. District Court for the Central District of California, the suit accuses Swift and UMG Recordings of trademark infringement, false designation and unfair competition. At the centre of the dispute is Swift’s chart-topping album The Life of a Showgirl, released in October 2025.
Wade argues that the album’s title and branding are confusingly similar to her long-established trademark Confessions of a Showgirl, which she has built since 2014. What began as a column in Las Vegas Weekly has since expanded into a touring stage show, podcast and book, with a federal trademark secured in 2015.
The complaint leans heavily on the concept of reverse confusion. Wade claims Swift’s global popularity has effectively drowned out her brand, leaving audiences to assume she is imitating the singer rather than the other way around. The lawsuit cites instances of fans using Wade’s trademarked phrase in connection with Swift’s album and search results increasingly pointing to Swift-related content.
A key element of the case involves the U.S. Patent and Trademark Office, which had already raised concerns. According to the filing, the office issued a partial refusal of Swift’s trademark application in late 2025, citing a likelihood of confusion due to shared phrasing and overlapping entertainment categories.
“They did not do so quietly,” the complaint notes, referring to the album’s rollout, which quickly extended into merchandise, labels and retail branding aimed at a similar audience.
Wade is seeking a permanent injunction to stop further use of the title, along with a share of profits, damages and legal costs. The stakes are high given the album’s commercial success, with over four million units sold in its first week in the United States alone.
Taylor Swift, known for her expansive intellectual property portfolio, operates through entities such as TAS Rights Management and Bravado, which manage her trademarks and global merchandising operations.
The outcome could hinge on whether the court sees the similarity as coincidence or confusion. For now, the case sets the stage for a legal showdown that may determine who truly owns the spotlight in the “showgirl” story.
