Translation Firm Helps in Marketing of HDTV

Explaining the complexities of digital television can be difficult enough in one’s native tongue. Trying to communicate the information in foreign languages is even more challenging.

Language experts at Agnew Tech-II, a Westlake Village-based translation service, took on that challenge recently, assisting in demonstrations of high-definition television in China and Brazil.

The multimedia programs were presented by the Advanced Television Systems Committee, a Washington, D.C.-based group that sets standards for the digital television industry. ATSC, whose membership includes broadcast, telecommunications and electronics leaders, is traveling worldwide to demonstrate the advanced technology to broadcasters and consumers.

“High-definition is a fairly new area--ATSC is promoting it worldwide and we’d like to continue working with them,” said Irene Agnew, president of Agnew Tech-II. “It’s opening a whole new market for us. We had the opportunity to provide hands-on assistance and cooperate with the engineers at Intel and Dolby.”

Agnew Tech-II provides a range of multilingual services, including desktop publishing, graphic design, audiovisual production, creation of CD-ROM programs and Web page design.

The company’s client list includes GTE, the Disney Co., Hughes Aircraft, Amgen and Oracle Corp. Recent projects have involved translation of Sears catalogs from English to Spanish, production of Spanish and Portuguese video programs for Raytheon’s Missile Systems Division, and translation of machine manuals and documents from English to German for Fadal Engineering.

Christy Kehlbeck, director of operations for ATSC, said it is likely that Agnew Tech-II will be hired for future projects.

“We’re in the process now of promoting digital television in countries throughout the world,” Kehlbeck said. “A lot of countries don’t have the resources to do their own research and development.

“The subject matter is very technical, and Agnew Tech-II seemed to be very good with the technical material,” she said. “They have a very visionary attitude.”

ATSC has about 200 members, including ABC, CBS, NBC, DirecTV, Home Box Office, Toshiba and Panasonic.